Personalization means offering services and products based on individuals’ specific needs and preferences. As an important component of marketing, personalization allows for tailored offers for each customer. In this way, customer satisfaction can be increased, conversion rates can be increased and more effective marketing campaigns can be carried out. Every customer has different interests and tastes. Personalization allows customers to be directed to the right service or product by analyzing their wishes on a large scale. Personalization provides many advantages for both consumers and companies, and a marketing strategy should be created with a detailed analysis.
One of the ways to succeed in personalization is to examine the process in three main elements.
Context: What information do we have about our customers and their current situation? How can this data be matched with the right content?
Content: What kind of offers, promotions, products or combinations of content can we offer to a specific person?
Outcomes: What does the customer want? What kind of success are we aiming for as a brand? How can we align these goals to ensure success for both parties? Can we leverage the right combination of content and context to get these insights? How can we measure the results to ensure we are achieving our goals? By asking questions like these, personalization can be successful.
In the relationship between neuromarketing and personalization, as we know, neuromarketing analyzes the emotional impact of advertisements and product presentations to determine which elements create stronger emotional responses in consumers. Personalization, on the other hand, aims to build a stronger bond and create customer loyalty by offering content and offers that appeal to consumers emotionally.
Again, neuromarketing determines which visuals, colors, messages and sounds are more effective on consumers. In personalization, this information is used to provide the most appropriate content and messages for each consumer segment. For example, a certain visual combination or design may be more appealing to a particular consumer group.
As a result, the integration of these two areas allows for a better understanding of consumer expectations and needs, enabling the development of more satisfying and effective marketing strategies.
Reference: Psychologist Merve Altındağ
Şen, Ş., Önal, A., & Alaybeyoğlu, A. ASP .NET 2.0’da Kişiselleştirme Kavramı ve Bir kişiselleştirme Uygulaması.
