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When a lot of small business leaders in particular hear the term "personalization" in terms of their marketing or their website, they usually think of the same thing: using someone's name instead of a generic greeting. But really, it's talking about something so much more important than that: relevancy.

People want to know that a brand is focused on their wants and needs - they don't want to feel like they're being sold to in a generic way. They don't want random product recommendations or offers - they want ones that feel like they were designed for them alone. Truly, this is a trend that is only going to get more important as time goes on.

Personalization is King: An Overview

Keep in mind that creating more personalized experiences goes a lot deeper than just using someone's name in an email instead of "Dear Sir" or "Dear Madame." According to one recent study, a massive 74% of consumers say that they would willingly embrace "living profiles" if the data they were creating was used to create more specific experiences, more relevant offers and things of that nature.

Not only that, but consider the fact that in 2019 approximately 79% of people who responded to one survey said that they thought the companies they did business with already knew too much about them. Despite that, a full 90% of them still said that they were willing to share behavioral data provided that it led to a brand experience that was A) cheaper, and B) easier as a result.

What this means is that people have essentially reached a tipping point in terms of their personal data, so to speak. Yes, they acknowledge that they're providing a huge amount of personal information online and many even agree that it might be too much. But there's no putting that particular genie back in the bottle, so as long as that data is being used to provide them with something of value, they don't really see a problem with it.

Of course, providing more personal experiences doesn't need to be limited to product recommendations based on past purchase histories. Another study indicated that 45% of people said that the "coolest" technique for personalization that they'd seen was when a business goes out of its way to apologize for a bad shopping experience.

Yes, you should celebrate the victories and use personalization as an opportunity for cross-selling and up-selling. When you go out of your way to acknowledge any perceived shortcomings you may have, to fix an issue and to again treat customers not as a collective but as individuals, that's how you create the type of impression that people won't soon be able to forget.

If you'd like to find out more information about the power of personalization when it comes to your marketing and web design, or if you just have any additional questions you'd like to discuss with someone in a bit more detail, please don't delay - contact InfoStream today.