Digital Marketing Trends: Personalisation

We dive in on some statistics explaining why this has become a trend in the industry. 

Marketing Trend we are talking about

Welcome to our Digital Marketing Trends series, where we share with you the latest industry practices to keep you up-to-date and abreast on what you can consider doing for your company’s next campaign. Today, let’s talk about personalisation.

If you want your company to stand out in 2021, you need to begin personalising your marketing strategies – meaning personalised content, emails, etc.

Why it is trending

Consider these personalisation stats:

  • 63% of consumers are highly annoyed with generic advertising blasts
  • 80% say they are more likely to do business with a company if it offers personalized experiences
  • 90% claim they find personalization appealing
  • Studies have found that “personalised, triggered emails based on behavior are 3x better than batch-and-blast emails.”



Here are examples of companies that have successfully tailoring their marketing campaigns:

  • EasyJet launched a data-driven email campaign that uses customers’ travel history with the airline to build personalised stories, which then suggest where they might like to travel next. About 12.5 million unique emails have been sent, which had a 25% higher click-through rate than non-personalised emails.
  • Cadbury’s created a personalised video campaign that matches a Dairy Milk flavor with users based on data from their Facebook profile, including age, interest, and location. The campaign generated a 65% click-through rate and a 33.6% conversion rate, proving that the personal touch works.
  • Starbucks uses a gamified mobile app that draws on data like purchase history and location to get as personal as possible, allows customers to customize their drinks, and encourages further use with its rewards system – which skyrocketed their revenue to $2.56 billion.

Customers today are more discernible and selective when it comes to choosing brands – so avoid coming up with campaigns with generic messaging and utilise available data of your intended audience to craft something that captivates them.