Personalized marketing is the ultimate targeted marketing method. In addition to the creation of messages for individual consumers, personalized marketing also allows for the matching of specific products and services that the consumer may be interested in. By offering products and services that they actually want, businesses have a better chance of converting online visits to sales. If you’re interested in the application of personalized marketing in your business, here are some tactics to keep in mind.
Perform thorough market research
The success of a personalized marketing campaign relies heavily on how well you know your audience. This is why market research always plays a prominent role in driving personalized marketing.
Create multiple customer personas
From the data collected from market research, brands can then build multiple personas to better target individual customers. After you have built customer personas, you’ll be better equipped to supply a unique search experience for each customer.
Create a remarketing strategy
Creating remarketing lists is a great way to recapture lost leads. With an effective remarketing strategy, you can deliver the right message at the right time to customers who have engaged your products in the past and entice them to do business with you again.
Emphasize product and/or service benefits
Effective personalized marketing focuses on the benefits rather than the features of a product or service. In the age of personalization, consumers tend to focus more on what’s in it for them, and that’s why benefits trump features most if not all the time.
The use of cookie cutter content must be discontinued
Today’s customers are more aware of the difference between content meant to please the general public and on that speaks to them particularly. Use of photos and content that doesn’t speak directly to an individual should be dropped. Use customer personas to guide you in the images you select and the content you create.
Source:How personalized marketing tactics engage users, CIO.com