These days, brand marketers are traveling a bumpy road if they rely on the ancient art of segmented selling. Increasingly, prospects and customers are demanding personalized outreach – and flatly rejecting the generic approach. This preference surfaces across the board, from email campaigns to websites. No question about it. In the current environment, content gets a much warmer welcome when it’s precision matched to the recipient.
The numbers speak for themselves. Research reveals that 80% of consumers are more likely to do business with brands providing personalized content. This stat lines up with overall attitudes toward personalization – an overwhelming 90% of consumers like it. The writing on the wall couldn’t be clearer for brand marketers – customize content or turn your back on opportunity.
This doesn’t mean you’re dabbling here and there with the occasional personalized outreach. Marketers must tailor all messaging to specific users. Consistency is key.
The company website is a good place to start. Nowadays, the utilization of dynamic content blocks enables marketers to deliver a tailored web experience to each user. No guesswork here. Every delivery is based on a specific demographic profile. It speaks to that person – and that person alone. Ready for delivery is a full range of individualized experiences, each digitally assembled and varying according to targeted user.
Where are these user characteristics to be found? Assuming you’ve laid the necessary groundwork, they will be packed into your brand’s centralized database. This digital storehouse contains important nuggets of user info such as browsing history. Once inside, data is mashed together, molded, reconstituted, and transmitted as usable information by a content generator.
What? You don’t have one of these crucial customization systems? You’re data deficient? Then you’re at least ten steps behind before you even begin. Your first order of business – outfit your enterprise with this crucial info system. Customization is impossible without it.
With personalized content, brand marketers can expect many advantages. Along with greater consumer satisfaction and lower bounce rates, you’ll likely see increased loyalty, quicker responses, greater cross-selling capabilities, and more. Definitely a reason to get on board.
If you have questions or comments about personalized digital marketing, or any other brand-related topic, feel free to send them our way. You can connect with the Young Company team at 949-376-8404 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.