Aksi Marsovich
Intergalactic expert
The key trend in marketing in 2017 was personalization, or the ability to direct an information message to each customer individually.
Part of personalization is about building customer loyalty and delivering exactly what they want. But personalization has evolved far beyond simply targeting customers by name, to include more granular customization based on each customer’s personal web and mobile traffic.
Remember the immortal words: “With great latest phone number database power comes great responsibility.” In other words, if you use information that buyers don’t know they have, or you don’t have a clear idea of what they want, your acquisition efforts could backfire.
We will present several examples of how companies can get to know their customers better and make personalized offers to them without creating a sense of privacy violation.
Marketing expert Jared Brickman believes that modern marketing settings are more dynamic and go far beyond inserting basic data such as a consumer's name or address. Meanwhile, not only does the company improve its marketing effectiveness, but the consumer himself will benefit from a purchase that better matches his interests.
But according to Luke Rees, head of digital marketing at AccuraCast, personalization only works when it’s relevant and useful. “People won’t even think about looking away if an ad is interesting to them,” he added. “Gartner predicted that by 2016, 89% of marketing leaders will base their customer service on their search experience. That way, the offer will always be at the right time and place, and will deliver what people actually want.”
Douglas Carr, CEO of marketing and business consulting firm DK New Media, agrees. “For marketing teams, personalization is a strategy that increases relevance and engagement, which ultimately leads to trust and increased sales,” he said. “It’s a huge feedback loop from customers that provides insight into their location, demographics, and motivations for doing business with a company. This information is invaluable to marketers, helping them refine their offerings and communicate clearly with their customers.”
Moreover, Jessica Moreno, social media manager and lead account manager at marketing agency Active Web Group, noted that consumers are exposed to so many ads every day that most messages become irrelevant. However, data-driven marketing can help tailor an ad for maximum impact.