It used to be eerie when websites catered to our interests or when a newsletter addressed us by name.
The majority of customers (81%) now want firms to make an effort to learn more about them and tailor their communications accordingly.

The prevalence of personalization online is a boon for social media marketers. They have access to a wealth of community information that can be used to tailor their advertising to certain groups of people.
Despite the obvious benefits of personalised content, 83 percent of marketers say that it is still their toughest issue.

Definition of Personalised Marketing

Personalised marketing, in which communications are tailored to each particular customer, is the pinnacle of targeted advertising.
Analysis of demographics, hobbies, internet searches, and other data helps businesses divide their target audience into subsets so that they may provide content that is more likely to appeal to each group.
You may get a customised selection of recommended tunes based on your listening habits using Spotify’s “Discover Weekly” playlist.

Many (if not all) consumers now anticipate some level of customization from the brands they support. That’s why it’s important to incorporate individualization into your social media marketing strategies.

B2B marketers will also be able to construct hyper-personalized marketing campaigns in 2019, thanks to the expanding capabilities of AI and more data than ever before.

Customised video advertising

The use of video may appear to be a luxury exclusively afforded to large corporations.
However, this is no longer the case. Now that “home made” films are commonplace and accessible (and cheap) technology is readily available, automating the production of unique videos is a cakewalk.

Targeted social media remarketing advertisements

• Ads may be tailored to the specific interests of each user through a process known as retargeting.
• Ads may be customised for individual users depending on their behaviours while they were on your site. Any activity on the part of the user, such as reading a blog post, going to a certain website, selecting a favourite product for the shopping cart, etc., counts as an interaction.

Twitter one-on-one messaging with your name in them

You know how when you follow a company’s profile on Twitter they always post the same generic messages? Hey, we appreciate you becoming our followers! Visit our site if you have a chance! or “Glad to make your acquaintance; read up on X here.”

Customised polls and surveys on social media

Buzzfeed was the first to popularise online quizzes.
Their goofy tests on one’s character are among the most popular items of content on Facebook in terms of shares, likes, and comments. However, quizzes may be used in a more serious context as well. Assessments and calculators are commonplace in the business-to-business (B2B) sector.
These quizzes are great if you want your audience to interact with your business, and you can learn more about them by taking advantage of the results. And it’s the kind of thing that gets passed around a lot. (A typical quiz can receive up to 1,900 shares.)

Customised social media assistance

Communicating with consumers in your own unique voice adds a special touch.
It’s worth noting that 73% of customers say they become loyal to a business due of the helpfulness of their customer care representatives. And 75% of customers want a consistent experience across all channels (social media, phone, in-person interactions, etc.) interact with a brand.
The SocialPilot team, for example, does a fantastic job of individualising their customer service by answering to consumers on social media using GIFs.

Actual, data-driven campaigns

Don’t limit yourself to digital channels just because we’re discussing social media promotion. In fact, it’s possible that in this age of social media, “real life” contacts are more vital than ever.
For instance, the customer service staff at AND CO on Fiverr decided to execute “random acts of kindness” for its consumers by sending them handwritten messages, unexpected presents, and even the occasional pizza delivery.

Your turn

No longer do social media users actively seek out corporate sites to follow.
Communities, organisations, and sites that provide unique insights are where the real value is for businesses today.
These social media examples of personalisation should be useful. They have a relatively modest entry point yet may be used in both business-to-business and business-to-consumer settings.
And last, a more intimate one:
A social media graphic using the profile photographs of all the experts they interviewed was recently created to promote an article in which I appeared.