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Using Personalization to Improve Your Marketing

By on May 11th, 2021 in Marketing

Personalization can be used throughout your digital marketing to more accurately focus your efforts. When used correctly, it can be an effective way to create moments (or even entire campaigns!) that are more relevant to each specific user.

It can be used for simple things, like using your recipient’s first name in an email to make it more personal. Or it can be used for more complex experiences. A great example of this is providing variable content on pages of your website. For example, if you were tracking the behavior of certain users, you might gain insights into what products they are interested in. With this information you could format specific elements of a page to change to reflect that interest. These automatic adjustments give users more chances to take action on content that is perfectly suited to their goals.

Personalization can be used in a myriad of creative ways to improve your users’ experiences. While at the same time improving your lead generation. One of its biggest benefits is to the overall user experience.

To have your marketing materials approach each recipient with their exact needs can be very powerful. However, creating successful campaigns like this can be tricky. Personalization needs to be executed with careful planning.

Your marketing campaigns need to feel natural for the user. Approaching users too overtly with their needs can come off as invasive. So it’s always in your best interest to spend the correct amount of time planning your content and approach.


After you create a strategy for your marketing and start to see success with it, then it’s time to look at marketing automation.

Automation is an amazing way to remove a lot of the busywork from your workload. It can provide your team with more time to spend on the most important part of the process. More time to strategize and plan your new, creative marketing campaigns. The sky is the limit with personalization and automation, and there are many tools out there to help you succeed.

We’re ready to help steer you in the right direction with any questions you might have on these topics! Contact LKCS if you would like to have a deeper discussion and hear some of our ideas on where you could start.