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5 Companies Using
Personalized
Communication to Win
Market Share

Personalized communication is the art of using data to create a unique, customer experience that is tailored to a particular consumer. You might not realize it, but it’s happening to you every day.

These days, everyone has access to data. And lots of it. How can you use your data to keep your customers coming back for more? Simple: personalized communication and prescriptive analytics.

Personalized communication is the art of using data to create a unique, customer experience that is tailored to a particular consumer. You might not realize it, but it’s happening to you every day. Here are a few examples of companies that are successfully using personalized communication to win market share:

Amazon

If there is a trailblazing company in the new frontier of personalized communication, it’s Amazon. Despite its massive scale, Amazon has managed to tailor the purchasing experience to each unique customer. With more than 51% of American households set to be Amazon Prime subscribers, chances are you’re one of those customers and are well aware of how they use your data to give recommendations. What you might not know is that they have also been giving recommendations to their sellers since 2009.

Spotify

Gone are the days of discovering the Pixies because your friend from Minneapolis gave you one of their mixtapes. Thanks to Spotify’s algorithms that develop their “Discover Weekly” and “Daily Mix” playlists, users are discovering new bands based on their particular tastes. It’s working, too. Personalized playlists have increased repeat listens by 80%.

Target

Once a person gets into a shopping routine, it can be hard to get them out of it. It usually takes a life-changing experience like, say, having a baby, for old habits to die. Target used this bit of information to target (no pun intended) expecting mothers in their second trimester. Everything you buy at Target is linked to your Guest ID — an internal code that their statisticians use to understand your buying habits.

YouTube

Have you ever wasted an entire day watching YouTube videos? It’s easy to do; especially when YouTube’s algorithm serves up exactly what it thinks you want to watch. YouTube has evolved from a simple hosting platform to a feed that features a mix of videos tailored to the user’s interests. They even have algorithms that will suggest videos of a certain length depending on which type of device you are watching — shorter videos for mobile, longer ones if you’re on their TV app.

McDonald's

The fast-food giant acquired their first technology startup in a personalized data company called Dynamic Yield. Investing in tech is new for a company like McDonald’s, but once the technology is used to create personalized menus in all of their restaurants, an increase in sales should follow. A Salesforce study found that personalized product recommendations drove a 10% higher order volume.

What does all of this mean?

The data can help personalize the customer experience, and consumers are willing to share that data now more than ever. Think big like the companies above, and results will follow. Zirobi can help get you there. 

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A full-funnel, fun-loving marketer, AnnMarie uses data findings to craft marketing strategies for every stage of the customer journey. She’s seasoned in customer segmentation, digital media buying, lead generation and content strategy development, using her knowledge to help ensure a fantastic customer experience for all.

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