We’ve all seen examples of personalized marketing in our everyday lives. It’s likely why you bought that pair of shoes on Amazon.com that you didn’t actually need, but hey, they were picked just for you! You had no choice, right? Well, perhaps you and Amazon’s marketing team were both happy with that decision.
So what is it?
Personalized marketing is a strategy in which companies target individualized messages and information at prospective or current customers. This means that the message a consumer is receiving is meant specifically for them, not for a mass of people who might be responsive to it. Instead of marketing to an audience, you are marketing to each individual person based on what that person wants or needs. Your Netflix suggestions, for example:
Why use it?
Personalized marketing made online impulse buys a lot harder to avoid. Instead of trying to appeal to what you think your buyer wants, you’re presenting them with options chosen specifically for them.
We all know how difficult it is to walk into the grocery store for milk and walk out with only milk, but that’s because in a physical store, you need to walk past all the fruit and sugary cereal just to get to the milk. Who could resist? But when shopping online, on the other hand, you can type what you’re looking for into the search bar without having to make your way through all those other tempting options. If those other options are presented upon checkout, you’re bringing that temptation aspect back into the game. But that of course begs the question:
How do you know what each person wants?
You obviously can’t know what each and every one of your costumers’ exact needs and wants are, nor do you have the time to find out. The good news is that you don’t need a multi-billion dollar company with robots designed specifically to make selections for customers based on their purchases in order to enjoy the sweet rewards of personalized marketing. So how do you implement this on a smaller scale? Just ask NASA.
There are a number of things you can try, all of which will allow you to reach your customers on a more personal level.
Use social media. We really can’t stress this enough: social media is one of the best marketing tools at your disposal. This allows you to respond directly to customers and interact with them personally, reminding them that your brand is run by actual people and isn’t some faceless corporation. Event celebrities have realized what a great tactic this is. See for yourself:
Analysis. It’s an important aspect of most branches of marketing, but it’s particularly important when you’re calculating exactly what each person needs. Make sure you’re getting the numbers and using them to your advantage.
Address your customers by name in emails. Even if the email is actually being delivered to hundreds, having your customer’s first name at the top of the email body is a great way to grab their attention.
Personalize emails. This doesn’t mean you have to sit around drafting personalized emails to each and every customer, but group your email lists and send different emails to each group. This way, each group is getting a message meant for them based on what they need without the headache for you.
GTECH Designs is a Baltimore-based digital marketing agency that is committed to helping companies and business owners drive brand value through digital channels. We do this by uniting your brand with creative concepts and marketing. The result? Better ROI. Let’s start a conversation, we don’t bite:) Give us a call on 410-775-4011 or drop us a line at [email protected]. We are also social, connect with us via :