The popularity of mass consumption and mass production is disappearing. Now, brands that matter are those who make people feel that their products are designed just for them.
The market is crowded with new technologies and innovations, more companies compete with each other and thus, personalization has become such an important tactic that helps brands to differentiate and use it as a tool to stand out. GlobalWebIndex mentioned that 34% of people would promote the brand if its content is relevant to their interest. People value connections, therefore companies that successfully establish relationship and trigger people´s emotions would stay connected with their customers.
Creativity is also something that helps to achieve effectiveness. Nowadays, there are many more companies besides Google, Netflix, and Amazon that use personalization tactics. For example, back in 2011, Coca-Cola launched its effective campaign “Share a Coke” in Australia and in 2014 in the U.S. The bottles were personalized with names, making the product more related to the individuals. That was a success for Coca-Cola due to the impact of word of mouth. People started talking about it, sharing pictures on social media platforms because it was something exciting, personal and original. Additionally, the company hadn’t spent a lot of budget on it. What is more, in 2017, Coca-Cola decided to extend its success and do the same with surnames, making it even more personal. Evan Holod, the brand director, said: - "It's just a great way to up the reach."
That proves that the importance of personalization also applies to social networks. Instagram has overtaken Snapchat, for instance, partially because it started personalizing people’s feeds by showing similar content to the one that individuals used before. However, despite its effectiveness, there has to be a balance between “You might find it helpful” and “we are watching you”. But let´s not forget that we need to tailor the product to our customers specifically, thus companies have to know who exactly to target. For example, some people would seek uniqueness, some variety-novelty and others social character.
To sum up, personalization, if done right, can be a big asset to a brand by creating deep meanings, relevance, and connections.