One of the hottest trends in marketing today is what’s known as marketing personalization, personalized marketing or one-on-one marketing. Whatever you call it, though, the idea is to “get personal” by using everything you know or can surmise about a customer or prospect to tailor your message to be particularly relevant to them.
It’s all based on data and predictive analytics, and done well it really works.
Lots of Companies are Already Using Marketing Personalization
It’s no secret that grocery stores have been using personalized marketing for quite some time. You swipe your “savings club” card at checkout, they track your purchases and then send you coupons based on what you already buy.
Coupon sites such as Groupon track the purchase you made last week for a family portrait, and then send you a deal for a picture frame this week. Amazon is known for their marketing personalization – you bought that book, so you’ll like this book. And retailers regularly attract customers to their bricks-and-mortar stores by offering discounts on items that are selected specifically to appeal to the individual recipient.
Many More Companies are Recognizing the Value of Marketing Personalization
In a recent survey of 1,500 marketers, 90% of respondents believed that individualized marketing is the future, moving “beyond segmentation to true one-to-one personalization in a real-time context.”1 In another survey, 64% of B2C marketers and 70% of B2B marketers reported personalization as a content marketing priority for 2015.2
Why is Personalized Marketing So Important for the Average Marketer?
Why are so many firms making this a priority? Because shot-gun marketing is no longer relevant, and – unlike back in the “Mad Men” days – exposure/awareness is simply not enough.
Every day your prospects are hit with an unending barrage of marketing messages. To cut through all of this and be heard, you need to catch people’s attention with something that is directed specifically at them as individuals. And once you catch their attention, you need to motivate them to take action now – before they’re distracted by something else.
Marketing personalization is the way to do this. Marketing personalization lets you take what you know about who I am, where I’ve been and where I’m heading to present an opportunity to take action that makes sense to me.
Implementing a Marketing Personalization Program Depends on Data
Personalized marketing is all based on data and the type of data analysis known as predictive analytics. Unfortunately, most businesses are not equipped to handle the influx of available data, so they’re missing opportunities to connect the dots.
This is where companies like MacKenzie Corp come in. We have the expertise to make sense of the data and show you where the value is. If you’re considering using marketing personalization to increase engagement and conversions, give us a call. We’re here for you.
1 Teradata, 2015 Global Data-Driven Marketing Survey
2 2015 B2B Content Marketing Benchmarks, Budgets, and Trends – North America