Personalised Marketing: Standing Out in 2019
With so much noise flooding the market and occupying the attention of potential consumers, it’s important now more than ever to personalise your marketing approach. But how do you stand out from the rest of the marketers who have already jumped on this trend in 2019?
We’ve done the research and in order to truly personalise your marketing approach, there’s one thing you need to remember:
Customised content is key.
Long gone are the days where static websites and uniform messaging were enough to get you noticed by your target audience. The marketing industry has seen a lot of rapid change in the past few years, the pace of which is accelerating due to the evolution of data collection across multiple channels.
Just look at Facebook and its endlessly updating algorithms, which have earned it a reputation for being innovative and variable.
So, what are some ways you can strengthen your personalised marketing approach?
Build consumer profiles and segmented audiences through customised messaging.
Personalised marketing is not a new trend in 2019. In fact, many brands have reported seeing great results from personalising their business activities, from email marketing to content marketing and everything in between. To elevate your personalised marketing strategy and stand out among competitors, we recommend focusing your marketing strategies around the data available across your business channels. Consider purchase history, consumer behaviour and real-time engagement to capture the attention of consumers during or after their initial interaction with your brand.
To strengthen your personalised marketing approach, increase your perceived value.
In his TED talk, ‘The post-crisis consumer’, John Gerzema asserts that there was an upside to the economic crisis – the birth of the mindful consumer. This consumer is willing to buy but craves value.
This is a great opportunity for you to consider your buyer’s journey because, with endless education available from competitors, peer recommendations and reviews at their fingertips, it’s not enough to just have a great product. You must have a product that the consumer is convinced they need.
Do your research, constantly update your strategy and stay ahead of the pack.
Businesses like Netflix and Amazon have mastered the art of personalisation to cut through the obstructions of digital entertainment and online retail. For instance, your personalised Netflix account immediately shows you the imagery, text, banners and search results that you want to see thanks to their algorithms, which tailor content to the data collected during your use of the site.
To gain an unfair advantage in a crowded market, focus on your key marketing channels and constantly update and customise your personalised marketing strategy to your individual consumers through these channels by utilising available data and new technologies.
So, what do you think?
Today there are new technologies affecting the digital market at an exponential rate, improving not only our business operations, but also the way we market our businesses.
Marketers are now able to build more precise consumer profiles and segmented audiences, and the data collected from these channels enhance your overall marketing strategy.
Is this something that you will be focusing on to elevate your personalised marketing approach?
Bang Digital can help. Our team is well versed in the art of customised messaging and personalised digital marketing strategies that align with your business goals. Contact us today.