In marketing, personalization is the new name of the game. From emails
to PPC ads and even SEO, the focus nowadays is to tailor the message
specifically to the individual receiving them. According to a study, purchasing
patterns of 86 percent of consumers were affected when the marketing message
was personalized to them.
Not all customers are created equal after all, and before any
personalization can happen, you need to identify what key factors set one
customer from the other. Once you understand what makes them different, you
will be able to target messaging and even develop your product for both your
customer and business.
The way
to differentiate your customers? It’s preference data.
Preference data refers to data about what and how users prefer to buy,
or what ads people find interesting. The use of preference data in marketing to
customers has become more common, not only among large retailers, but small and
medium enterprises as well. Collecting and analyzing preference data has
allowed marketers to segment their customers based on behavioral data.
Understanding customers better requires greater
insight into a lot of factors including geography, demographics, products,
bought, etc. Surveys and generalizations are helpful, but modern businesses
need more data if they want to gain the upper hand over the competition.
Customer service records, social media activity, and even referral sources—all
of these can be used to gather preference data. Use this customer intelligence
to create content that speaks to your users via their preferred medium whether
it’s through your ads, emails, and
website content.
Many conversion failures have stemmed from getting information about
customers wrong. That said, it’s important to ensure the accuracy of the data
you collect, so double check and double check again.
Source:
Using
Big Data and Preference Centers to Personalize Email Marketing, yesmail.com
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