Sunday, November 1, 2020

Personalized Marketing

I have been catching up on my reading on my favorite subject – Marketing. 

I know this already but it’s good to remind myself that consumer expectations are getting higher than ever before – and that means everyone is upping their game. 

The future of marketing is said to be all about delivering relevant, appropriate and assistive experiences. The playbook, however, is still being written. 

After all, consumers have multiple touchpoints on their path to purchase and marketers need to figure out what resonates – and what doesn’t. 

One thing that stands out and that we need to recognize its massive importance is the fact that mobile has conditioned consumers to turn to their devices in I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy micro-moments. 

Not only that – but marketers need to shift their focus from pushing messages at people to engaging them in an ongoing conversation and relationship. 

This mandates us to personalize marketing to meet people’s needs. 

For years, psychologists have taught us that people love to hear their name and see it in print. But today’s technology allows digital marketing teams to dig deep into the data to identify the things that keep customers up at night – and identify what messages will solve those problems and give them a good night’s sleep. 

In the 2002 movie "Minority Report", the character John Anderton, played by Tom Cruise, is bombarded by a series of personalized ads calling him by name as he walks through the city. This was obviously complete science fiction at the time, but not quite two decades later, reality has almost caught up with the marketing future of Stephen Spielberg’s imagination.
 
By now, we should know that traditional advertising is fast losing its effectiveness. Instead, we should go for personalized marketing messages that forge a real connection between the brand and the target market. 

Yes, go beyond the “Hi [Customer Name]” emails, “Don’t you want to make more money?” popups, or “Hey, come back here!” cheesy messages in the browser titles to find what makes your customers tick. Give them content that will win their hearts. 

Take note that an Epsilon survey informs us that 80% of consumers said that they’d be more likely to do business with a brand that provides a personalized experience. 

A good pointer to take note of for those doing Marketing!

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