Investor, Sales and Marketing Pioneer, Author, Technology Champion, Philanthropist, Leadership Mentor
To provide personalized experience, take the behavioral cues and tailor them to suit individual customer needs.
(Excerpts from the book, “The New Frontiers of Marketing”)
Generating meaningful & relevant personal interactions requires gathering all information on the table; that’s exactly what personalization does!
Gone are the days of one-size fit all approach where antiquated old school marketing approaches were employed for broadcasting messages to a wider audience base. Think about how traditional sales people used to communicate their products and services as per the taste and need of the customers. Again, think about the same sales people interacting to the customers about their changes of taste and preferences based on individual’s distinctive profile, their behavior and motives that reflect something completely new and unexpected!
Well, did you notice the difference between the two?
The former is customization based on the standard offerings; while the latter is personalization based on analytical online behavioral changes. Note that the message is tailored in both cases; the only difference in the latter is that the data being gathered via interactions across all channels to anticipate predictive behaviors and then adapt the message to the specific response.
The real personalization is an “aha!” experience.
Today is the age of personalized digital experiences. When I say personalized digital experiences, it means answering the exact questions which the media-oriented customer is likely to ask! It is, indeed an “aha!” experience as it involves anticipating the user needs to deliver a strong user experience.
Personalization takes customization a step further. It is about on-to-one marketing that involves one-to-one interaction to gather relevant data and then create products to suit specific needs, unlike a mass marketing campaign that targets a larger mass.
How to find success in personalization?
Find out who your customers are and what do they want
Your audiences’ attributes are a unique mix of joy, frustrations, challenges that influences their buying decisions. Pick up the phone and talk to some of them—the happy ones that love your company and the ones with complaints. Or simply meet them in person to find who your customers are & not what they think about you.
Build your strategy around actual buying behavior
So now you know who your customers are, so build your marketing message in a way that is unique to each individual customer. This knowledge will help you nurture each stage of customer interaction.
Want to learn more? “The New Frontiers of Marketing” is a perfect guide to leverage personalization strategies at every stage of the customer buying cycle. Additionally, it also includes the best marketing practices to set your marketing strategy just right.
Why not sign up now to get a copy of the book today.“The New Frontiers of Marketing”