Personalization is the New Reality
Take a moment to seriously answer this question: What do you think it takes, in today’s information-in-an-instant world, to prompt someone to notice – and click-through to consume – content? We bring this up because it’s important to understand that awareness and name recognition are no longer sufficient for a brand’s survival. Customers today want REAL engagement, and traditional static marketing mediums just don’t produce these results.
Today’s consumer have gained more confidence as they have emerged from the economic uncertainties of the last few years – but while they’re more relaxed with their money, they remain cautious, making sure they get the best value for that hard-earned money. They ask questions, they seek out recommendations, compare, do research and carefully consider their options…and this applies to almost everything, from a $20 shirt to a $20,000 car. What you need to know as a modern day marketer is that today’s consumer expects businesses to EARN THEIR MONEY – they won’t just hand it over.
Customer engagement – a customer’s emotional or psychological attachment to a company or product brand – is the definitive predictor of business growth. But an interesting fact that many marketers have stumbled upon focuses on the shifting definition of what it means to ‘engage’ someone, especially moving forward in today’s constantly-connected world of mobile, social media and digital platforms. If you have not started already, you need to begin shifting from mass marketing and advertising (talking AT people for a single moment in time) to true engagement marketing where you take the time to learn more about individual consumers on a personal level…and engage WITH them over a lifetime.
A perfect example of personalization marketing is Amazon – emails from Amazon are relevant and helpful to most shoppers because they include ‘smart’ recommendations based on previous purchases, and because these products are in line with what shoppers have liked in the past. Ask any regular Amazon shopper and he or she will tell you that they look forward to hearing from the online retail portal on a steady basis. When, let’s say a female consumer, gets an email that says, “Hey! Just wanted you to know that the dress you were eyeing just went on sale!” she ends up buying the chic dress and returning a “thanks for letting me know!”
Today’s consumers, whether you want to face it or not, increasingly want companies to get to know them and to continually advance this relationship, and will seek out brands that engage with them most effectively. Those companies will win, and the others will lose.
Which type of marketing will YOU engage in?