The world is seeing a change in how consumers respond to advertising. Everyone is being bombarded with thousands of irrelevant ads daily. Companies that provide the most effective personal experience will gain the competitive edge in the market. We’re going to discuss a few reasons why customer personalization must be part of your long-term marketing strategy.



Personalization Strategy can Increase Revenue

Creating a unique experience for your current customers can lead to an increase in revenue. Did you know acquiring a new customer costs five times as much as retaining current ones? It’s to your advantage to create a strategy that keeps current customers returning. By focusing on creating a personalized experience, you’re going to create opportunities to learn more about your existing customer. As a result, you will be able to provide more value to your customers by gaining more insights.  Keeping current customers will ultimately lower your acquisition cost per customer.


Improves Customer Loyalty

Personalizing the consumer experience is one of the major factors in creating customer loyalty. For example, Amazon generates 35% of its revenue through recommendation engines. This means whenever you shop at Amazon, you can expect Amazon will provide you with recommendations based on your search history and online activity. In addition to same day shipping and other benefits of Amazon, they’ve grown to 178 billion in revenue in 2017.  Amazon has consistently improved their understanding of the customer and has improved their service as a result. Loyal customers can become raving fans that tell other people about your service.


Organic Marketing

Creating a unique customer experience can be used to fuel word of mouth for your business. Nielsen study reveals that over 80% of Americans seek recommendations when making a purchase of any kind. The majority of people will be interested in using your services based on what current users say. If you’re in retail, schedule an event in which you invite your largest customers to attend. As a result, you will have the chance to interact with your customers and learn their stories.  By providing a way to engage with your customers, you’re creating the opportunity to give customers memorable experiences in which they willingly share.


Alex Brooks is the founder and CEO of AE Brooks, LLC (d/b/a, Entreprov), a Seattle-based firm that builds custom predictive analytics and automation tools to enhance a company’s performance and decision making.