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.
Sources:
The
Future of Personalized Marketing, ibm.com
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