Modern Marketing Strategies: Personalization

We recently discussed modern marketing strategies for 2020 and beyond at a high level. Today, your online presence is indicative of many things: how trustworthy your brand is, the value you provide, how you partner with clients. Continuing to rely solely on dated advertising strategies, like billboards and print media, without supplementing any modern strategies can leave prospects wary of your brand.

Implementing personalization in your marketing efforts can be an effective way to modernize your marketing. From billboards to radio ads, mass media has always been designed to meet the masses. Facebook, Twitter, and other social platforms are largely the same. However, with all the unique needs of each of your prospects, can communicating with everyone the exact same way even be effective?

Why should businesses use personalization in digital marketing?

Brands can access endless amounts of information on our prospects. And, when used correctly, this information can make markets and sales way easier. According to McKinsey, “Personalization can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.”

People do business with companies they know, like, and trust. Sending generic emails is not an effective way to show you know someone and can lead to distrust. 

Today, hyper-personalization actually delivers the experience customers have been conditioned to expect. Now that customers are acquainted with personalized experiences, generic outreach feels cold and insincere.

What are the guidelines for implementing personalization in digital marketing?

There are three best practices you’ll want to keep in mind when implementing personalization in your brand’s marketing strategy.

  1. Consider the customer experience. When you’re developing your marketing content, in what ways can you create a better experience for your customer? Including their actual location vs. just saying “your community” or even saying “Good morning, [first-name]”, instead of “Hi there” can be incredibly effective personalization strategies.
  2. Be natural in your messaging. Personalization is one of the most effective ways to make your marketing sound more natural when used correctly. Sometimes when you go to swap the real name for the placeholder text, your copy gets awkward. Mitigate this by always reading through your content with sample information added.
  3. Only use clean and accurate data. All the benefits of implementing personalization only apply if you use the right information. Sending an email with the wrong first name is an enormous turnoff for prospects. Be sure all the data you’re using it up to date and correct, which is usually best guaranteed by only using your own well-maintained list.

Now that most interactions are happening online, it’s important to make sure every marketing touchpoint is personal. Use the data at your disposal to build more meaningful relationships with prospects and sell more.

As we gear up for 2021, we’ll be sharing more of the strategies brands should have on their radar for the new year. Be sure to sign up for our newsletter to stay up-to-date on everything happening at C2 Creative Studio.

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