Hearing this, you can begin to understand how, and why, a more personalized approach to marketing can be so effective.
Also known as one-to-one communication, personalized marketing leverages data to create a more individualized experience for the user.
How you ask?
Well, through technology, my friend and as complicated as it may seem, it's happening all the time.
If you haven't been paying attention to the recent Facebook news, through data collection and storage, marketing professionals are able to collect, view, and gather information as location, age, gender, income, marital status as well as online preferences and interests.
Using that data, marketers are then better able to target and deliver campaigns to online users who then feel as though ads and content is almost speaking directly to them.
Now, as a consumer, this may seem a bit invasive, but this level of personalization allows marketers to reach more qualified audiences and in turn, better resonate with them when found.
It allows them to create the experiences and interactions, modern consumers demand.
Take Starbucks for example. This coffee retailer has integrated their customers' in-store behaviors into its mobile app.
It uses the brand's rewards system and allows customers to order, customize, and pay for their drinks all within their phones.
Starbucks then uses information such as in-store purchase history and location to make their digital experience as personal as possible.
The company dipped its toe in the personalized marketing pool back in 2013 and has been improving its product curation and recommendation algorithm ever since.
This has resulted in more personalized shopping recommendations throughout the buying experience -- from the homepage recommendations, to 'customers also considered' while you are browsing products, and even at checkout.
Interested in learning more? Check out this 2018 Trends in Personalizationinfographic from Evergage and see for yourself. It breaks down some pretty hefty statistics like:
98% of marketers believe that personalization has an impact on advancing customer relationships.
87% of marketers using personalization report a measurable lift in results.
55% of marketers feel they don't have the data and insights necessary for effective personalization.
97% of companies plan to maintain or increase their personalization budget this year.
See more below and download the full report.
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About Margaret Ybarra
Margaret is an innovative strategist with over 10 years of experience forming integrated marketing campaigns through content marketing, email marketing, paid advertising, SEO, SEM, & social media. Before joining IMPACT, she worked in various verticals including education, hospitality, travel, and enterprise as well as an independent consultant.
When she’s not helping IMPACT clients reach their goals, you'll find her in a spin or yoga class, out for a run on the beach, exploring new restaurants, or traveling with her husband and their pup Hunter.