These days people are blaming the internet for a lack of personal connections between friends, family members, consumers and even business associates. But in reality, the internet doesn?t remove all personal contact from these interactions, it simply changes it a bit.
Instead of calling someone, you can email or text them, and instead of going into a store to buy something, you can purchase it online. But you don?t loose personalization when you?re emailing or texting friends and family, so why should online marketing communications be any different?
Well, in short, they shouldn?t! In fact, when it comes to marketing, online tactics actually allow for MORE personalization than traditional methods!
Email Marketing
The ability to personalize emails makes it much more effective than direct mail. Not only can you call the subscriber by name, but you can also segment them so that they are only getting emails for things that they are interested in.
If you?re not using segmentation with your email marketing now, then you are inevitably missing the mark with most of your subscribers. Sending product and service information to your contacts based on their interests and stages in the buy cycle will increase open rates, increase click through rates, increase conversion and in turn increase ROI.
Remarketing
If you?re not sure what remarketing is, or how to use it, then you?re in luck! We?re having a webinar on December 12, at 12pm EST on ?The Magic of Remarketing? (had to plug that really quick, p.s. we?re also giving away $100 of free remarketing ads! But anyways?)
Remarketing allows for personalization of display ads because you can flag users who have visited your site and market to them almost everywhere else online, making your ads more relevant. But it gets better, you can also flag them as being interested in certain products or services and market those specific things to them.
So, for example, if a user was looking at three specific pairs of shoes on your website, then you can market those three specific items to them while they are on other sites via remarketing. It?s possibly the best new marketing tactic available!
Social Marketing
If there is one platform alone that proves the evolution of personalization in marketing it may be social. Sites like Facebook, Twitter, Linkedin, YouTube, Pinterest, FourSquare, etc. are all used by marketers to create a personal connection with a brand. Your fans and followers get an inside look at what you?re all about with photos, posts, and videos, while actually being able to interact with the brand through sharing, liking, commenting, etc. This creates a personal connection between the user and the brand that results in brand loyalty and word of mouth marketing.
So, before you jump on the cookie-cutter, mass-messaging, ?for one and all? digital marketing bandwagon, develop a strategy that allows for personalization of your message and personal interaction with your growing army of brand ambassadors.
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