[et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n
Personalised marketing is an imperative for brands.<\/span> A study by Accenture<\/span><\/a> shows that <\/span> 91% of consumers are more likely to buy<\/b> from companies that offer relevant content.<\/span> <\/p>\n These figures illustrate the importance of understaning the expectations of your audience, and of <\/span> addresing each consumer as a unique individual, <\/b> But with the adoption of strict laws and<\/span> regulations on data collection<\/span><\/a>, it is becoming <\/span> <\/b>more complicated for brands to set up a CRM to design personalised campaigns. <\/span> <\/p>\n In this article, we look at the benefits and<\/span> challenges of personalised marketing<\/b>. We will see how<\/span> gamification platforms<\/span><\/a> can help you overcome these obstacles and deliver personalised messages.<\/span> <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.22.2″ _module_preset=”default” background_color=”#F2F2F2″ custom_margin=”||40px||false|false” border_radii=”on|10px|10px|10px|10px” locked=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”20px|30px|20px|30px|true|true” global_colors_info=”{}”]<\/p>\n SUMMARY<\/strong><\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-1″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_font_size=”25px” header_line_height=”1.3em” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n Personalised marketing is a strategy that consists<\/span> of adapting each and every one of your messages and interactions<\/b> (campaigns, emailing, customer journeys) based on the data collected from its prospects and customers. This may be demographic, psychographic or behavioural data ( Personalisation means<\/span> creating an experience for each customer<\/b> (or for each customer segment). When this strategy is put in place, it enables brands to ensure that customers feel listened to (without having the impression of being profiled). <\/span><\/p>\n It can be found<\/span> at every stage of the customer journey<\/b>. It can be involved right from the product or service design stage, by offering audiences the opportunity to give their opinions via <\/span>a customisation mechanism<\/span><\/a>.\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-2″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-2″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Personalised marketing helps to<\/span> improve the customer experience by taking account of expectation<\/b>s<\/strong> and preferences<\/strong>. The result is personalised content that increases satisfaction and loyalty. <\/span><\/p>\n Over and above the quality of the experience offered, personalised marketing makes it possible to pursue a number of marketing objectives:<\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n <\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-3″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”sommaire-3″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_2_font=”Montserrat|700|||||||” header_2_font_size=”25px” header_2_line_height=”1.3em” custom_margin=”||30px||false|false” link_option_url=”#sommaire-1″ global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” min_height=”49.4px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Personalised marketing is a powerful strategy for<\/span> targeting, engaging and retaining your audience<\/b>. Comment la mettre en place ? Voici 3 \u00e9tapes \u00e0 suivre pour personnaliser ses prises de parole. <\/span><\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n The basis of a personalisation approach is to<\/span> understand who you are talking to<\/b> and the expectations of its audience. This means collecting data<\/a>, while respecting confidentiality<\/span>. <\/span><\/p>\n Customers need to share information that they feel will have<\/span> a positive impact on their shopping experience. <\/b> The transparency and the establishment of a win\/win relationship are essential when collecting data for the purposes of personalisation.<\/span> <\/p>\n This is what the Louvres Hotel group has done. To get to know its audience better, the company has <\/span>shared a marketing game<\/b> via which participants could try to win a free trip after filling in a collection form. The company explained at the start of the form that the information would be used to personalise its communications and customer experience. <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/louvre-hotels-jeu-marketing-personnalise.webp” alt=”Louvre H\u00f4tels – Personalised marketing game” title_text=”louvre-hotels-customized-marketing-game” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|110px||110px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Once the data has been collected, the brand will be able to<\/span> segment its audience<\/span><\/a> and create targeted content. Club Med has used the data collected as part of a <\/span>Swiper<\/span><\/a> to<\/span> retarget new leads<\/b>. Participants were invited to choose their favourite Club Med resort. This information enabled the company to personalise its email campaigns with relevant content and offers (price range, location, etc.). <\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/Club-Md-Quiz-marketing-personnalise.webp” alt=”Club Med – Personalised marketing swiper” title_text=”Club-Med-Swiper-custom-marketing” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|110px||110px||” global_colors_info=”{}”][\/et_pb_image][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_line_height=”1em” header_line_height=”1.5em” header_3_font=”Montserrat|600|||||||” header_3_text_color=”#0092ff” header_3_line_height=”1.5em” custom_margin=”30px||30px||false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||40px||false|false” global_colors_info=”{}”]<\/p>\n Personalisation is<\/span> a strategy that needs to be continuously improved<\/b>. Chaque prise de parole et interaction doit permettre \u00e0 la marque d\u2019affiner la qualit\u00e9 du ciblage. Notamment en sollicitant des feedbacks post achat (via un <\/span>Interactive survey<\/span><\/a> shared in the order confirmation email).<\/span> <\/p>\n Total used the marketing game as a<\/span> lever to enrich its customer base<\/b>. Sent to a targeted part of its CRM base, the<\/span> Quiz<\/span><\/a> permited to promote the company’s offer and identify prospects likely to become customers.<\/span><\/p>\n [\/et_pb_text][et_pb_image src=”https:\/\/www.adictiz.com\/wp-content\/uploads\/2025\/01\/Total-quiz-marketing-personnalise.webp” alt=”Total – Personalised marketing quiz” title_text=”Total-customized-marketing-quiz” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”|110px||109px||” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row module_id=”section-4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_id=”conclusion” _builder_version=”4.27.4″ _module_preset=”default” text_font=”|700|||||||” text_text_color=”#000000″ text_font_size=”25px” header_4_font_size=”20px” custom_margin=”||30px||false|false” global_colors_info=”{}”]<\/p>\n Conclusion<\/p>\n [\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_text_color=”#000000″ text_font_size=”16px” custom_margin=”||20px||false|false” global_colors_info=”{}”]<\/p>\n Personalise the experience you offer each of your customers by getting to know them better. Our Playable marketing mechanisms<\/a> allow you to collect personalised data about your audience, with their consent (demographic data, product preferences, etc.). You can then segment your customer base using Segment<\/a> and create targeted marketing messages that are much more powerful for engagement and conversion.<\/span><\/em><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.19.4″ _module_preset=”default” custom_margin=”60px||50px||false|false” locked=”off” global_colors_info=”{}”][et_pb_row column_structure=”1_5,3_5,1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.19.5″ _module_preset=”default” text_font=”Montserrat|300|||||||” text_text_color=”#000000″ text_font_size=”30px” header_2_font=”|300|||||||” header_2_font_size=”25px” header_2_line_height=”1.2em” text_orientation=”center” custom_margin=”|0px|||false|false” custom_margin_tablet=”” custom_margin_phone=”57px|0px||0px|false|false” custom_margin_last_edited=”on|phone” custom_padding=”|0px||0px|false|false” global_colors_info=”{}”]<\/p>\n [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.19.4″ _module_preset=”default” custom_padding=”30px||||false|false” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_button button_url=”https:\/\/www.adictiz.com\/en\/request-a-demo\/” button_text=”Request a demo” button_alignment=”center” _builder_version=”4.19.4″ _module_preset=”default” custom_button=”on” button_text_size=”18px” button_text_color=”#FFFFFF” button_bg_color=”#0092ff” button_border_width=”0px” button_border_radius=”6px” button_letter_spacing=”0px” button_font=”Montserrat|700|||||||” button_icon=”||fa||900″ button_icon_placement=”left” button_on_hover=”off” custom_margin=”0px||||false|false” custom_padding=”8px|40px|8px|50px|false|false” global_colors_info=”{}” button_bg_color__hover_enabled=”on|hover” button_bg_color__hover=”#0092ff” button_bg_enable_color__hover=”on”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Personalised marketing is an imperative for brands. A study by Accenture shows that 91% of consumers are more likely to buy from companies that offer relevant content. These figures illustrate the importance of understaning the expectations of your audience, and of addresing each consumer as a unique individual, with specific needs. Personalised communication helps to […]<\/p>\n","protected":false},"author":21,"featured_media":22010,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[217,218],"tags":[],"dipi_cpt_category":[],"class_list":["post-23399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-activate-data","category-build-loyalty"],"yoast_head":"\n
with specific needs. Personalised communication helps to establish a strong relationship, and to engage and retain buyers. <\/span><\/p>\n\n
<\/a><\/span><\/li>\n
<\/a><\/span><\/li>\n<\/ul>\nWhat is personalised marketing ?<\/strong><\/h2>\n
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<\/span>product preferences<\/span><\/a>, purchase history, interests).<\/span><\/p>\nThe challenges of personalised marketing<\/h2>\n
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How do you do personalised marketing?<\/h2>\n
Collecting data (first-party and zero-party)<\/strong><\/strong><\/h3>\n
Creating personalised content<\/strong><\/strong><\/h3>\n
Optimising personalised campaigns using customer feedback<\/strong><\/h3>\n
In 30 minutes<\/strong>, we show you how to launch your own high-performance interactive marketing campaign<\/h2>\n