There’s more to marketing than just attracting new customers to your website and convincing them to make a purchase. These days, if you’re not maintaining a long term relationship with your customers, then you are not doing marketing effectively. So how do you ensure that your customers stay with you over the long run? The key is personalized marketing.
Personalized marketing, the next big step
Personalized marketing refers to actions and messages customized to suit the preferences of a visitor based on his or her viewing and purchasing history. A new study by multinational software company Adobe shows that personalization is set to become the most important marketing strategy of the future, beating other areas such as big data, social, mobile, and real-time marketing by a huge margin.
Why it Works
A one-size-fits-all approach doesn’t work in the online realm because it removes any sort of personality from the buying experience, which can turn off your customers. Wouldn’t you be, if you were constantly fed with irrelevant content?
If you have been in a physical store before, then you may have observed how real-life employees come to you ready to answer your questions and give you recommendations based on the information you provide them. You need to somehow translate this high level of personalization in the digital realm. Put simply, your website—along with your other online channels—need to work like an experienced, well-trained employee that’s able to provide personalized service. The tools that you need to make that happen include:
● Email marketing
● Behavioral targeting
● Marketing automation
Personalization allows for three things to happen. First, you’ll provide tailored messages for costumers based on their location, behavior and other preferences. Second, you’ll have the ability to offer deals to shoppers in real time. Third, you’ll achieve easier and more dynamic remarketing for customers who showed interest in products before. Contact a proficient digital marketer if you want to know how to make your online brand more personal.
Sources:Marketers Cite Personalization as Most Important to Marketing in Coming Years, adage.com