How Can I Create a More Personalized Marketing Experience?

Hyperrelevancy itamp8217s a term we ought to get used to Itamp8217s the foundational way that Big Data is changing the lives of digital marketers and consumers alike In short the data that we are now able to collect about our consumersamp8217 behaviors online is giving us the opportunity to personalize marketing like never before Instead of guessing the demographic of your target audience based on test focus groups you have the ability to seek out who buys your products and your competitorsamp8217 products You can trend over time what each demographic finds most appealing on the Internet social networking blogs forums news sites etc and then you have the ability to be present thereamp8211to get in front of your customerBut after all that brand research what if your brandamp8217s message doesnamp8217t resonate with your audience What if youamp8217ve just wasted all of that time and money buying media or incorporating a strategy on that digital channel The importance of being relevant is larger now than ever before Hereamp8217s whyThe average American consumer sees 3000 marketing messages a day Fast Company There are 100 billion searches on Google per month Search Engine LandSo how do we differentiate our message from the literally thousands of others our consumers see each day Personalized and hyperrelevant marketing tactics Itamp8217s becoming easier than ever in some cases even automated If you fail to see how the impact might affect your business consider these statsPersonalized emails improve clickthrough rates by 14 and conversion rates by 10 Aberdeen80 of mobile internet users would prefer ads relevant to them locally JiWire The adoption of marketing automation technology is expected to increase by 50 by 2015 Sirius Decisions So where do the opportunities lieMobileLocalOnthego users are now using their mobile devices everywhere they go And theyamp8217re willing to tell advertisers their locations in order to have a more personalized experience This means that hyperlocal ads and search results are imperative to capturing your audienceamp8217s attention If theyamp8217re within a half mile of your bakery and they search for amp8220best pastries in townamp8221 youamp8217d better be thereSimilarly mobile apps will continue to grow in popularity Itamp8217s a great way to get in front of your audience without pushing a hard marketing message Mobile apps also allow you to use knowledge and arm your consumer with more information An airlineamp8217s mobile app should alert consumers to possible delays in schedule A highend restaurantamp8217s app can alert consumers of menu changes or when reservations become availableSocial People are sharing all kinds of information on social networksamp8211everything from their interests likes and dislikes and political affiliation to what they had for dinner last night In order to capitalize on this voluntary sharing you can conduct social intelligence research This gives you the mechanism to listen to what consumers are saying trend it over time and find insights that are imperative to growing your businessMarketing Intelligence By leveraging Big Data and intelligence insights you can tailor your marketing messages to what consumers really want If theyamp8217ve visited your website product pages several times but havenamp8217t purchased display remarketing ads are one way to reach them If theyamp8217ve purchased following up with a tailored email message several weeks later to ask for a product review or to sell similar products could yield a sale If theyamp8217re potential new customers utilize your CRM tool to stay connected with them and generate personalized messages If theyamp8217re valued repeat customers reaching out on social channels could encourage them to share your message and become a brand advocateNo matter what the tactic personalization and customization of marketing is imperative for the future Itamp8217s not just about the statistics itamp8217s about creating twoway conversations between your brand and your consumers Creating brand advocates is all about standing out and providing your consumers with a unique experience The more personalized it is the better it is going to performRelated Services Database Management Jeff AdelsonYan is a CoFounder and Managing Partner of Levelwing a digital advertising agency that provides datadriven marketing solutions In 2002 AdelsonYan cofounded Levelwing with Steve Parker Jr growing the agency out of a 450 square foot New York apartment into a multioffice agency serving global clients Today Levelwing operates in both NYC and Charleston SC and serves clients in the automotive financebanking healthcare retail and travel industries among others Jeff can be reached at jefflevelwingcomRead all Jeff39s MediaBizBloggers commentaries at AskingSmarterQuestionscomCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authorsImage courtesy of jscreationzsfreedigitalphotosnet

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