Personalized customer journey

Once upon a time, an ad with the same message went to everyone. With digital transformation and the customers becoming high maintenance and complicated, you have to adjust your ad and message not only to target customer, but to every single potential customers. Let me show you an example on one customer journey.

User A (Lucas) searches for “digital marketing study”, in the search engine result page Lucas clicks on Algebra’s website and explores the digital marketing section. He leaves the website and goes to see what’s new on Facebook. While scrolling down the news feed, he stumble’s upon Algebra’s ad but for DIGITAL MARKETING. That means personalized. Not personalized would be solely Algebra’s ad, not Algebra’s digital marketing study ad. Since he is interested, he clicks on the ad and he is led to Algebra’s digital marketing section but to sign-up form. He signs-up. 5 min later, he gets an personalized e-mail from Algebra. A thank-you email.

Welcome Lucas,

Thank you for the sign-up. We will keep you updated with news from our digital marketing section.

Sincerely yours,
Algebra’s digital marketing team

It may not seem special, but the fact that they personalized the email for Lucas, saying his name is very important. It has a different tone from all the other generic e-mails.

He gets a newsletter with some information about digital marketing study and further enrollment information. He clicks on the link, and signs up this time with his phone number.

Two days later, he gets a call from Algebra enrollment team. He comes to Algebra and enrolls himself in person.

When he comes home, he gets a thank-you e-mail . From now on, he will be getting e-mails only concerning digital marketing and first year news and notifications.

That is the power of personalization. If Algebra didn’t target Lucas with specific details in which he was interested, maybe he would never become a student there.

Personalization is the future.

Do you agree, Lucas?