Marketers’ methods of connecting with their target audiences are evolving to meet consumer preferences. By paying attention to customers’ interests, personalities, and preferences, brands can interact with them in ways that create a genuine connection. This strategy can be implemented in a variety of ways, such as email marketing campaigns, personalized and targeted ads, and custom content.
Consumers are bombarded with content, and it is easy for the brand’s message to get lost in the shuffle. To stand out, the content must be valuable and relevant to individual consumers. By speaking directly and personally to audiences, marketers will be able to focus on what is important to them as individuals and persuade them to support their brand.
Customers have also started increasingly expecting personalization. At the beginning of 2020, over 31% of consumers said they wished their shopping experiences were more personalized, while only 22% were satisfied with the current level of personalization. Personalization aided 61 percent of markets in achieving better customer experiences. These statistics demonstrate that consumers want personalization in all aspects of their products and services, specifically tailored to their interests and needs.
Here are a few tactics that companies and marketers can employ to achieve effective personalization:
Audience’s current needs & anticipating future needs
Customers expect prompt responses to their questions. Throughout the customer experience, marketers have to frequently question what the customer is looking for and make sure that these questions have an easy-to-find answer.
One way is to use a survey to find out what customers want and if companies have their personal information as well as search history, they may be able to predict what the customers will be looking for in the future. What extras will they require once they have your product? Would they be interested in a new or updated version of your product or service? Investigate what they are currently consuming from you and provide more of what they enjoy.
Promote newer versions or updated services if they already own the brand’s product or have subscribed to services. It is critical to stay current with consumer needs while also anticipating future market demands.
Keep in mind the consumer interaction pattern
One-on-one attention is especially important if the product or service is available through multiple channels. It is critical that the channels flow consistently in order for users to have a positive service experience.
When working across multiple devices or channels, personalization can be difficult to track, but it’s critical to understand how potential customers have interacted with the organization so that marketers can tailor the customer service experience for each consumer and they feel a strong connection to the brand.
Here are two personalization tools:
Data
Gather as much information about customers and/or potential customers. Track their habits, consumer behavior, and what they seek in a specific brand in the market. Targeted content and advertising will gain traction for the brand if marketers understand their interests and preferences. To accomplish this, instead of requesting a large amount of information all at once, collect small amounts of data over time. Most users are unwilling to spend time filling out a lengthy survey but are willing to answer one or two questions on a regular basis.
Target Personas
After collecting consumer and user data, companies can use it to create marketing personas that better define their target audience. Examine the data points on a variety of factors, such as age, income, interests, shopping habits, incentives, and the information that users respond to. Use these specifics to create a persona of the target audience. This will allow brands to better meet the needs of their followers.
Are you prepared to woo your audience with a targeted strategy?
Faisal Abidi
