marketing personalization

Exploring the Importance of Personalization in Marketing

Personalizing your marketing strategies means reducing spam, waving goodbye to banner ads and recreating an image that attracts your target audience.

In a market that is saturated with ads, prospective customers are put off by countless ads and eventually ignore them all. As such, online marketing needs to look at new ways of connecting their customers to the brand.

Finding the balance between connecting with customers while still making them feel special is a challenge that can be easily met by using creativity and technology.

This article will take a look at how to personalize the market to reach and reconnect with customers that have become jaded from mass produced, stale and generic ad campaigns.

Customer Service

Customers want to be made to feel as if they are receiving special attention. Too many first points of contact, like phone calls, deal with customers as if they were just numbers.

  • Personalize outreach marketing by using people’s names.
  • Authenticate the brand through personal social media networking.
  • Know your target audience and make their online experience one that appeals to their passions and interests.
  • Give them individual attention but create a feeling of being connected, of belonging to a community. That community should be part of your branding strategy.

Personalize Content

It is no longer sufficient to send out e-mails addressing each one by name. Check that your automation software is not outdated and use the most current software solutions that will:

  • Treat customers as if you are dealing with them on a one-on-one basis.
  • Answer customers by adapting to individual tastes.
  • Create personalized content that answers specific questions and provides practical and relevant content.

Design Your Marketing Across Devices

  • Use the latest technology and software to create e-mails and landing pages designed for all devices.
  • Click-to-call and swipe features add convenience and bring more customers.
  • Customize responsive design to personalize the online browsing experience.

Customer Relations Management

The software and predictive analysis available gives marketers the chance to:

  • compare products
  • read customer reviews
  • analyze reports from experts

Personalization increases sales, prompting customers to buy based on previous purchases.

In Short

Personalized marketing is

  • convenient for the buyer
  • boosts sales
  • appeals to the customer’s feeling of being given individual attention.

Personalized marketing forms a relationship with customers based on e-mails and ad campaigns that have adapted from bulk, impersonal tactics to responsive personalized marketing techniques through use of software that predict customer specific needs and individualize the customers online browsing experience.

Omar Kattan
About Omar Kattan
Omar is MD & Chief Strategy Officer at Sandstorm Digital. His experience includes 10 years in traditional marketing and advertising in the Middle East and a further 10 years at two of the largest media agencies in the UK. Follow Omar on Twitter for updates on the latest in digital, branding, advertising and marketing.
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