Now more than ever, consumers want brands to speak to them directly, and many brands have been quick to respond to this growing demand. According to a recent survey, almost 50 percent of consumers said they are more willing to participate in a promo if it the message was tailored specifically for them, and the companies that have managed to do so, are thriving.
With digital marketers demonstrating a willingness to experiment with and personalize messages in multiple forms, it’s fairly easy to say that personalized marketing is bound to be the marketing wave of the future.
Explaining the growth of personalized marketing
Customer analytics have certainly changed the business landscape, transforming the way businesses interact with their audience. Nowadays, it’s quite easy to obtain data on a customer including his buying pattern, demographic details, and more. Businesses who can’t harness such useful information risk getting swallowed up by the competition.
From big data to useful data
Companies need to understand that to craft effective personalized messages, they need to shift their focus from big data to useful little data. “Little data is really the opportunity to customize the big data down to the individual’s experience. If we take a look at those nuances, we can create a better experience for them,” explains Stan Phelps, Founder of 9 INCH. Shep Hyken, Chief Amazement Officer at Shepard Presentations, LLC.
Aside from a better customer experience, going little comes with the added benefit of greater savings with regard to attracting customers and making loyal brand advocates out of them.
Truly, personalized marketing has become more of a necessity and less of a luxury in today’s marketing environment. Give your business the edge it needs to entice, educate, and engage your customers by personalizing your marketing message today.
The Future of Personalized Marketing, ibm.com