Monthly Archives: August 2015

How To Use Personalization In Marketing

If you’ve been keeping up with marketing industry trends, you ‘ve probably heard a lot about personalization. Given the competition you face and the rising customer expectations because of that, it’s becoming more difficult to  sell  your products to anonymous, generic market prospects.  The pressure is on to create marketing campaigns that can really connect with people. The difficulty lies in finding the best ways to do so without breaking the bank, or investing in personalization tools that are labor and time-intensive.

To get past  the initial confusion and concerns, we need to define what personalization is in this context. In marketing, personalization breaks down into two things:

  • It is identifying the relevant attributes of a person. We can refer to demographics, customer behavior and profile, and their potential towards the product. Will they embrace it? Is the particular market viable and lucrative enough to support the effort?
  • Then, it is customizing their online experience with your company or business by showing them the product, content, choices or opportunities most relevant to their needs and desires.

Personalization tasks you to study your target consumers: you get a sense of their personality, their needs,  and their wants, and you create an experience with them that presents products or experiences that  hits their emotional and rational points.  This is to show them that your products will fulfill their needs and help them answer their wants.

It’s like getting taking all the relevant details of your target consumer to create a ‘focus personality’ — someone to aim your messages to specifically, tailor ads and marketing strategies to, and create  focused  messages for. Instead of  crafting messages towards a generic consumer, you  address the personality of your market.

Whether you’re a business-to-business  marketer, or a business-to-consumer marketer, personalization helps you create a more meaningful interaction with your prospects when you can present the best content they need at the right time.  And that is only the beginning. Continue reading How To Use Personalization In Marketing