Direct marketing personalization
According to Mckinsey & Company, digital marketing is entering a more challenging territory. Marketing should no longer be always “on” but rather “on demand.” That is to say, with the innovations brought about in this digital age, marketing should also be innovated and the messages should evoke relevancy, responsiveness, and have the ability to cut through the noise that is ever-present today. Within marketing personalization there are certain benefits that come with adopting marketing personalization into your strategy and in this article we will touch on three of the most important ones.
The first reason that any company should integrate marketing personalization into their marketing practices is simply to cut through the clutter that has become so commonplace. In any marketplace, there is competition fighting for the same customers that you are; the big question comes as how one company gets their message to their appropriate customers in a sea of similar messages. Marketing personalization comes into play here because by analyzing data sets and identifying the best channels to reach customers, you can create powerful, individualized messages that will both break through the clutter and promote a call to action.
The second reason that marketing personalization is important is that it is a powerful platform to create holistic customer profiles with. By taking data about the same customer from multiple angles, you can build a profile of that customer that will allow you to better craft promotions, website greetings, and emails. The essentials of combining data sets to achieve marketing personalization allow marketers to not only target a large group of consumers individually, but also provide them with promotions that are relevant to them. By marketing to your consumers in this way, you will be able to stimulate sales and increase engagement.
The third reason to adopt marketing personalization is that it can create a strong sense of customer loyalty. Companies such as Neiman Marcus have a very loyal group of consumers. By being loyal to the brand you can receive discounts on your favorite brands, special presale items, and insider information. However, to join these ranks you have to spend over $3,000 at Neiman Marcus stores to get your first benefits. Unfortunately, not all companies have the budget to afford a customer loyalty program of that magnitude. That’s where marketing personalization comes in. By understanding and integrating data sets, you are able to build each individual customer their own promotions, personalized greetings, etc. All of these invoke a sense of loyalty in the customers and they will begin to follow and purchase your brand more frequently all because they feel like a highly-valued person rather than an ordinary customer with low lifetime value.
All of the above reasons are definitely convincing as to why a company should include marketing personalization in their market plan. The big questions, though, are where to start and how to implement it. Nectar Online Media is one of the solutions. Nectar provides marketing personalization software that can integrate your disparate data sets into one encompassing data set. Products like Nectar also have the capability to create and deploy campaigns to your customers at a great price point and time with our speedy deployment. Begin hyper-personalizing your content now!