Digital marketing is similar to dropping crumbs for your customers to find the trail and then follow it, eventually leading to your company’s products and services. But, unlike a clear-cut path, digital channels allow prospects and customers to venture on a maze-like passage toward purchases.
It is challenging for marketers to strategize this maze pattern; especially as the tools we use to connect with customers change along with the ways they want to receive the information.
Hence, the bread crumbs dropped for the potential customers need to be as per their liking and taste. There should be an engagement that allows building trust of the customers for the company. This is where personalisation comes into play.
Personalisation involves using technology to accommodate the differences between individuals. In the online marketing world, it means creating customer experiences, or interactions, that are relevant, unique, and convenient in order to build a mutually beneficial relationship between customer and business or between businesses.
It can be called ‘super-powered’ marketing as it helps in creating an emotional bond between the customer and the brand. This bond creates trust and eventually a long-term relationship that increases engagement.
When you get to know your customers well, you can use data to make predictive and intelligent offers to them.
And finally, it also helps with delivering relevant content and engaging design. This, in turn, improves the overall customer experience by helping with branding as well as conversions. Customers will view your company in a different light and your associates and competitors will take you much more seriously when you put digital marketing in a full-court press for your business brand.
So, how do you go about it?
Making marketing more personal through programmes such as retargeting is one way to start. Email is probably next, and then starts looking at the call centre and the website.
Once you know what channels to address, then come up with a plan for what customer data you are going to use to personalise the channel.
Trying to use all the customer data at once is too difficult. Instead, start off with the name and perhaps an event such as a birthday or a relevant holiday.
From there you can start collecting behavioural (purchasing) and interest (browsing) data to improve your personalisation. The more you know about your audience, the more insights you can glean to provide value to your customers.
If you’re not using this tool, you’re losing your audience and letting someone else (your competitor) take your place. Get personalisation into your Digital plans and Get Going!!
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