One brand that comes to mind immediately is Priceline. I say this because they have just gathered so much information about me over the 7+ years of my customer journey! They now seem to know precisely when to market, what I like most from different trips, hotels, and rental cars, and which offers I find most compelling to use and make a purchase. They've also been able to leverage FOMO within their marketing tactics to get me to grow my LTV and become a "VIP" member, which provides me with the "best" offers so I don't go anywhere else to purchase for my upcoming trip too.
Warby Parker uses personalization marketing (https://www.sendx.io/blog/email-marketing-personalization) to send the right message to the right audience. They collect data right when someone visits their website by making the visitor go through a quiz. The quiz is designed to collect information related to gender, eye shape, preferences, location, etc. This information helps them send targeted messages and go beyond using just their first name to personalize the email content.
One of the best personalized marketing brands out there is Coca-Cola. A perfect example of this is their ‘Share a Coke’ campaign. During the personalized marketing campaign, Coca-Cola printed popular names on their bottles and encouraged people to share them with friends of the same names. Sales sharply increased after a long slump because people appreciated the personal touch.
Apple does personalized marketing very well because they create a unique customer experience for each person who interacts with the company. From the moment you walk into an Apple Store, you're treated like a special individual. Salespeople are friendly and helpful, and they take the time to learn about your needs and find the right product for you. Apple also uses personal data to create targeted marketing messages that appeal to your specific interests. For example, if you've been looking at MacBooks on the Apple website, you might start seeing ads for MacBooks in your Facebook feed. This kind of targeted marketing is extremely effective because it feels like Apple is speaking directly to you as an individual.
No other brand can quite compare to the efficiency of Amazon's personalized marketing strategies. Every corner of the online storefront features unique purchase suggestions for each visitor. For example, product suggestions based on Amazon search and order history in the 'explore more items' or 'inspired by your shopping trends' are prime examples of personalized marketing. Regardless of your opinion of the marketplace giant, the strategy is efficient.
Tiffany & Co. provides high-end personalization at every touchpoint of the customer experience. For example, the customer support is described on the brand's website as 'Tiffany at your service' – with multiple ways to contact an agent – phone call, real-time chat, WhatsApp, email, or book an appointment. The brand markets its products (many of them customizable) and concierge-like support for multiple ways to connect and shop, depending on consumer preferences. The convenience of the buyer journey prioritizes the unique needs of each consumer.
Cadbury is one of the brands that does personalized marketing really well. Through their use of personalization, Cadbury is able to create a memorable experience out of a product category (chocolate) that seems to have been a commodity over the years. Cadbury actively engages their customers by working with agencies that are able to create personalized content. Through their “100 moments of Joy” campaign, which is an online contest where consumers can upload one of the 100 moments of joy moments captured by them, they are able to engage with an array of consumers in an equally-personalized approach.
Nutella is one of the brands that does personalized marketing very well. Its famous personalized packaging campaign in Europe was a huge success and went wild among consumers. People could personalize labels with their names and personal message. They had to buy a promotional Nutella jar, register online, and have their unique label delivered to their front door. Nutella used this personalized marketing strategy to connect with its consumers and increase their engagement with the brand. Without realizing it, consumers spent time on Nutella’s campaign page and contributed to an increase in website traffic. This interaction with the brand made the campaign even more popular with the public and Google. Why this Nutella’s marketing initiative was so successful? Because it resonated with the needs of its target audience. As it primarily targeted Millennials that prefer customized products to mainstream brand offerings, personalized labels appealed to their tastes and personalities.
Spotify is a master at personalized marketing. Every single person’s Spotify home page is different and curated just for them. When I pull up my Spotify homepage, I see the “Daily Mixes” made just for me, along with the famous “Discover Weekly” playlist of songs that have been pulled per my interests. This is a playlist of songs Spotify thinks I might like, built from an algorithm that has considered my listening history and presented me with these new songs and artists to consider. Sometimes they’re a hit, sometimes they’re a miss, but the effort to personalize the listening experience every week makes Spotify stand out from the crowd in marketing.
This brand has swapped traditional market segmentation techniques for innovative approaches that anticipate consumer behavior. Instead of just basing it on demographics, Netflix analyzes what consumers watch, when they watch, and how they watch. Each user's experience is unique: video suggestions, organization of videos into rows and pages, and even the type of artwork displayed. Netflix uses A/B testing to evaluate multiple versions of the same object to determine which version performs best with consumers.
Few brands are better at engaging its audience and amplifying their unique voice than Wendy’s. The global fast-food chain, with their instantly recognizable red-haired logo, has always stood out. Their social media presence is the quintessential example of this, with their lighthearted approach and eccentric humor. Wendy’s unique brand voice and tone has helped differentiate themselves from the rest of the fast-food industry with personalized marketing that puts smiles on people’s faces.
Meta is the master of personalized marketing in the digital age. By leveraging the vast amounts of data on each user on any of their platforms, Meta can customize marketing to fit your particular needs hence presenting an offer you are likely to convert on. Meta banks on people's data on its sites and tracking cookies that follow you to other third-party sites. Within 24 hours of searching a product online, Meta will show you an ad related to it.
A great example of a brand that does personalized marketing well is Amazon. Amazon knows its customers extremely well and tailors its marketing specifically to them. For example, if you browse for products on Amazon, you'll notice that the ads you see on other websites will be for products you viewed on Amazon. They also do a great job of cross-selling and upselling; if you're looking at a product on Amazon, they'll show you similar or related products that other customers have bought. This personalized marketing approach resonates with customers and helps keep them returning to Amazon repeatedly.
Marketing & Outreach Manager at ePassportPhoto
Answered 4 years ago
One company that does personalized marketing really well is Amazon.com. Amazon has a massive customer database that it uses to track customers' purchase histories and preferences. This data is then used to create customized product recommendations and advertising. Amazon's personalized marketing efforts have been hugely successful, with the company generating over $60 billion in revenue in 2017. One of the main reasons for this success is that Amazon takes into account each customer's unique interests and needs, and creates targeted marketing messages that appeal to those interests.
A brand that did this well is one many may not think about. Cadbury, the chocolate company, reinvented Facebook's personalized video campaign with one of its own. The effort ran in Australia. It matched a chocolate flavor according to things found on the consumer's Facebook page. The video then automatically generated a video using the consumer's content and the matched flavor. It may sound too simple, but the results of the Cadbury campaign were a 65% click-through rate and a 33.6% conversion rate.
Spotify gives you your weekly playlist every Monday based on your music taste named "Discover Weekly". It analyses what you're listening to and sorts all the similar songs for you and recommends them. And being a music lover, there's a reason why it's the best music app out there. On top of that, every playlist you make comes with a few similar songs that are recommended by Spotify based on your taste. Spotify users are always in search of new music. With billions of songs out there, finding the same music taste is extremely time-taking and hard. But Shopify does that at the same time that you're listening to the song. All you do is listen to your favorite songs and get similar songs which are just amazing. This personalized marketing is the reason why there are 180million+ users on Spotify.
Coca-Cola’s Share a Coke campaign is an excellent example of personalized marketing done really well. For that campaign, Coke printed common first names on the labels of their bottles. These first names were printed in big letters on the front, where their logo was usually printed. As a result, the debranding campaign created a huge buzz, and customers were very excited upon finding their own names printed on Coke bottles. Beyond personalizing, this clever campaign created excitement and reinforced the community of existing Coca-Cola lovers despite how long the brand had been around.
We love how Spotify uses data to recommend new music based on your listening history and tastes. Not only does this help you discover new artists, but it also helps you grow your listening repertoire. You can also try out their content recommendations to see what you like. With content marketing, the more you engage and interact with your customers, the better your recommendations become.
This music platform with its playlists curated for the user based on their taste provides a great personalised experience. Its "Discover Weekly" collects songs the user has not played on the app before that suit their taste in music for them to find new music they'd like. The algorithm is simple and effective to find songs similar to the ones they listen to frequently or have added to their playlists. It even tracks the songs users skip to make the suggestions better.
Each week, Spotify loads my app with ten new playlists. Six are daily lists based on artists I’ve been listening to lately supplemented with artists Spotify thinks I’ll like. The other four lists are variations on themes Spotify chooses for me. It is a brilliant marketing strategy exposing me to music I’ve forgotten, new music I would have never listened to otherwise, and music I already love. The end result is I come back to Spotify on a daily basis, which I definitely wouldn’t do without this level of personalized marketing.