A Step Ahead: Personalized Marketing

Being In the Game is Behind the Game

As business marketers, we’re always looking for strategies that help us stay ahead of the game. With anything today, merely staying in the game is already a step behind. You need to be ahead of the game, not just in it. Whether it’s through blogs, research, attending events and exhibitions, or alike, you need a way to keep up with the ever-changing and competitive dynamic of digital marketing – and personalization is one of those ways.

Personalization. It’s a word that has earned big 🐝 (it’s buzz in case you didn’t get it hehe) in the world of digital marketing. And for good reasons too. I mean, who doesn’t like personalized content? We’re all about personalizing in our own everyday lives – from phones, cars, bags, to even our rooms! If personalization works in our own leisure lives, why wouldn’t it work on a corporate level? Well, the answer to that is it does! In fact, your customers want to interact with your brand on a personal level.

Often times, technology can come across as distant for your customers. After all, technology is still just technology – it requires some form of interaction and connection for it to resonate well with your audience. This is where personalization factors in!

What is Personalized Marketing?

Personalized marketing (or one-to-one marketing) is a strategy where businesses leverage data analysis and technology to deliver individualized messages and product offerings to their target audiences. In this process, businesses collect and process information on their audiences’ interests, demographics, and behaviours to create relevant content that provides advantageous value. The main goal of personalized marketing is to engage current and future customers by communicating with each one as an individual.

Evidently, personalization is actually very effective for your business. So much so that in fact, according to a survey from Accenture, consumers are more likely to buy from businesses that recognize them by name, recommend options based on past purchases, know their purchase history, or offer any of these three options.

Because of the competitive nature and landscape of digital marketing overall, personalization is no longer an optional addition, but a must-have to effectively attract customers.

As consumers, personalized marketing is all around us. We’ve all been guilty of binge-watching at least something on Netflix – whether it’s Dynasty, Blacklist, Gilmore Girls, Black Mirror, or the Office.  With Netflix, the more we watch, the more accurate and relevant our recommendations become. This list of recommendations is Netflix’s version of personalized marketing (and it’s very successful as it’s succeeded in movie and TV marathons for millions of people and even started the worldwide phenomenon of Netflix and Chill 😂). Conversely, Spotify’s “Discover Weekly” playlist is their version of personalized marketing. With it, users receive a playlist of songs that are in tune and sync (pun intended 🤭) with their personal tastes and preferences, based on their previous listening history.

How to Do Personalized Marketing?

In any personalized marketing strategy, there are four core steps involved: Identify, differentiate, interact, and customize. Let’s go through each of these in more detail.

1. Identify

In this first step, you identify who your target market is. Who are you personalizing your strategy for? What is the market segment like? You can differentiate based on demography, psychography, geography, product type, and behaviour. Once you’ve gathered all the data you need, you can move on to the next step.

2. Differentiate

In this stage, you analyze the data to explicitly decipher your segment users into the specific niches that you want to target.

3. Interact

Once you’ve collected and analyzed the data, you can use it to contact and connect with your prospective customers by reaching out to them in the medium and through the methods that coordinate well with how they are most likely to respond to. With your analyzed data, you know what resonates best with your audience and can use that to your advantage.  

4. Customize

This step is where the personalization happens. Once you’ve caught the attention of your target market, you’re gold and good to go. This final step is where you close the deal and gain your new customer.

For your business, time is ticking so make sure to hop on board before it gets too late. One of the things that Pinmo can help with your business is actually personalized marketing! Because of the nature of our platform, your potential customers are seeing content from your brand that personally appeals to them. Not to mention, the content they’re seeing comes from their own friends so it legitimizes your brand in their minds. If you’re interested in using Pinmo for your business today or want to learn more, feel free to email us here!