MARKETING EDUCATION

Dynamic Image Personalisation

WRITTEN BY JACK BARRON | JAN 22, 2020 | 6 MIN

The average person sees 5000 marketing messages a day. User engagement with content has gone down by 60%, and consumers face an information overload that often causes them to tune out. With the ever-growing amount of businesses competing for consumers’ attention and loyalty, one of the most powerful tools that business can wield is image personalisation.

Dynamic Image Personalisation – What is it and How Will it Benefit your Business?

Image personalisation is an incredibly important part of marketing as most modern-day consumers engage with businesses online. Whether this be by searching for them, or via an ad on their social media, or perhaps even via email.

Personalised images trigger pattern interrupts, which is a psychological trick to change a particular thought, behaviour or pattern. Images are the best medium as well, because customers better remember what they see over what they hear and read. 

The amount of content that consumers intake is vast, and they will choose that which is relevant to them. Image personalisation means that a brand can show its buyers that it recognizes them and caters to their interests. Personalisation improves the customer experience as they feel more at ease and in some cases, even charmed. But on the buyers’ side, this also means that customers are more willing to provide personal information, participate in surveys, or make purchases. Customers are generally agreeable and even happy with content that is personalised based off of their own data as long as it is collected responsibly and transparently.

Businesses that allocate precious resources toward making their customers feel good reap the benefits because the customers recognise their hard work. The businesses’ reward is brand loyalty, a good brand image, customer satisfaction and loyalty. Therefore, personalisation also drives revenue.

It also creates consistency across channels of communications. If a business is personalising images across the channels that its brand is on, then a consistent image built as an outcome.

Dynamic image personalisation means that tailoring to suit a customers’ needs can extend across multiple channels. Nearly all marketers use personalisation to advance customer relationships via email marketing, with research showing that sales email personalisation was twice that of non-personalised content. There is also an increased click-through rate of 14 times with image personalisation. 

This can include emails that remind a potential customer about their abandoned cart, which could also include more incentive to purchase (such as a small discount, free shipping, or a free membership). It could also include a direct link to their cart. 

Another personalisation method is to re-engage with customers who are no longer active.

Customers subscribed to a newsletter that haven’t clicked in a month, customers who have cancelled a subscription, or haven’t reordered in a while. 

It can also extend to other channels such as Linkedin messages, where an embedded personalised message (like a gif for example) which can give off less of a ‘salesman’ or ’spam’ feel. This can boost effectiveness 2.4 times.

For online vendors, sending customers a picture of their parcel ready to be shipped out is a great way to boost engagement, increase a positive client relationship, and keep the client happy while waiting for their delivery. 

Personalised websites and landing pages calls to action convert 202% better than generic versions.

They can be personalisation by context, where URL parameters detect ad keywords and other data and change the landing page content as a result. Or they could be personalisation by live data, where they obtain data with external services and thereby personalise the landing page.

There could be personalised video overlays, rich snippets, or gifs. 

In Conclusion

The best and most successful businesses aim to attract and keep lifelong customers and build a community. Welcoming new customers via image personalisation helps them feel unique, seen, and welcome, and encourages them to stay on. With referrals, discounts and personalisation are also key to making a new customer feel welcome. Once a part of the community, anniversary and birthday campaigns with specialised images (that perhaps include the recipient’s name and/or birthday) are a tried and tested marketing method to keep customers around.

Dynamic image personalisation is the key to the present and future of marketing. For marketers and buyers both, there is the need to be more unique and human with each other. The buying experience is shifting to become more relevant, useful, and perhaps most importantly, enjoyable.

This new time for marketing can be a slight challenge to navigate, however, here at Invoke Media we are more than happy to help. As a team of expert marketers that execute successful campaigns, we are straightforward and get the job done. We have the answers you need, and we can’t wait to help you grow your business.

JB
Jack Barron, Director

Jack is passionate about marketing and helping small to medium-sized businesses thrive. As Director of Invoke Media, he is responsible for overseeing the planning and implementation of every campaign, getting stuck into the execution of successful at every opportunity.

Further Reading