If your brand is not using personalized marketing, you’re leaving money on the table. Customers want a more intimate approach on all platforms. They appreciate being given an experience that feels tailor-made for them.
Marketing calls for staying on message. However, explaining your message needs to be altered depending on the individual. Specifying this through a personalized email or web page helps extend your message to more people. If you do not use personalized marketing, get better acquainted with it.
What Data Does for Personalized Marketing
Customers continue looking for a better experience. They are willing to give up data in order to do so. Research from the “State of the Connected Consumer” shows that more than half of all customers surveyed would gladly give a trusted company more data. They would do so in order to get more custom discounts and recommendations that meet their needs.
Interestingly, customers are now accustomed to this type of marketing. They not only expect it but approve of companies sending personalized offers based on items they’ve already purchased. In fact, they get frustrated with content that has nothing to do with their interests.
What Marketers Think of Personalized Marketing
According to DynamicYield, 94% of in-house marketers believe website personalization is critical to current and future success. However, 72% say they don’t know how to do this. They either lack the technology or don’t know how to translate the data. Not knowing what to do with the data given to you kills a lot of potential revenue.
Are you using a customer’s first name when sending an email? Are you using purchase history to show your customer items they might like? How about paying attention to the time when your customer typically goes to your site? Take these questions into consideration. It’s all part of personalization. And it’s what makes customers actually pay attention to your emails.
The benefits of personalized marketing are just too good to avoid. Customers react positively to this strategy because it has their best interests in mind. Incorporating it into your customer outreach will strengthen your relationship with them.
|No comments||This entry was posted by EIC Social Media Team on December 28, 2016 at 11:00 am, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
What does the future of marketing hold? In an ever-changing industry, it can be tough to forecast trends. However, these are a few things to keep an eye on.
Better Ad Spots Online
Ad placement is a hot topic in the digital marketing world. It’s time for publishers to step up to the plate and start delivering better site design. This will allow marketers to create a superior experience for the user, and when the user has a better experience with an ad, that translates into dollars.
Mobile Trends Are Everywhere
When you look around, you see people on their mobile devices. This isn’t a new trend in digital marketing, but it has become one that no business can simply ignore. Google actually helped that along quite quickly with the “mobilegeddon” update as far as website design is concerned, but now mobile ads are also becoming par for the course.
Standards in View-ability
We’re sick of creating great ads, paying for them to run, and finding out no one can possibly see it because it is auto-playing off-screen. We can look forward to industry changes that force ad networks to apply more transparency.
Programmatic Goes Old School
You can’t speak about digital marketing without referring to programmatic, so why should TV buying be any different. Programmatic is set to shift from relating only to small-screen ads to the big screen—at least the biggest screen in most homes.
Ads to Match Attention Span
The average human attention span isn’t what it used to be, but the marketing industry is not keeping up. We hold that 30-second ads are the ideal time frame, but think of all of the ads people see every day on YouTube, Hulu, and other video sites online. The 30-second ones usually get skipped after about 5 seconds. However, we are often forced to watch a 15-second ad with no skip button, and no one seems to mind too much.
Ultimately, what it may come down to is a marketer having to sell in 15 seconds rather than 30 increments. People don’t want to be pulled out of an experience to hear about your product for 30 seconds at a time. It’s a testament to the digital era.
Those are part of the list. In a future article, we will consider more of marketing’s top trends.
|No comments||This entry was posted by EIC Social Media Team on March 30, 2016 at 4:30 pm, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|
Data From Your Marketing Agency: Stuff They Should Be Providing But Are Not
The business of big data has become massive, with companies utilizing technology that compile staggering amounts of information. Less than a decade ago, data merges stopped at 65,000 potentials, because that was the limit of your spreadsheet. Now you can have millions of email addresses in one campaign. Unfortunately, a lot of the data from your marketing agency is limited. They often share just a single monthly campaign report with you, instead of letting your company have access to all of the data. Here are a few things to be sure you are getting what you have paid for.
First, be sure to discuss how frequent they report to you. Why are you only getting a report once per month? Do really want to wait four weeks to find out that a particular campaign is a waste of time and money? The frequency of reporting should be up to you. If you need detailed information weekly, in order to make the big decisions that you need to make, then demand it.
You should also be kept in the loop about where your ads are running. This is a huge factor when it comes to ROI. The report must include this information on your campaigns, as you need to be sure your site with premium content isn’t being advertised to people who will never pay for it—or use it. Your campaign costs can be cut in half if the ad is not placed where consumers will run the other way.
Finally, you should be informed which marketing strategies are being used and how each is working. This is important so you can determine where the focus should be. You need to be knowledgeable about any third-party companies that you are doing business with, from how many angles your prospects are being hit by your daily campaigns, how the campaigns are being optimized to target the right audience, and what are the best and worst strategies currently in place.
It’s your money, and, the data from your marketing agency is also yours. Make the agency provide you with what you need, as often as you need it.
|No comments||This entry was posted by EIC Social Media Team on September 18, 2014 at 4:30 pm, and is filed under Marketing Data. Follow any responses to this post through RSS 2.0. Responses are currently closed, but you can trackback from your own site.|