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Being constantly plugged in means that digital consumers see more advertising than ever before, but it also comes with an increasingly discerning attitude towards what audiences consume, and when and how they do so. Perhaps it’s ironic that as we become more disconnected in terms of face-to-face interactions, audiences respond to a more personalised approach from digital advertising, with 94% of businesses agreeing that personalisation is critical to current and future success (Source: Econsultancy and Monetate, “The Realities of Online Personalisation”).
If you haven’t yet optimised your online presence and marketing campaign to be more personalised, here are our top tips for doing so:
- Invest in Understanding Your Customer
Perhaps it seems basic, but having a thorough understanding of who your consumer is and how they think as an individual is integral to success in personalising a digital marketing campaign. Build the foundation for this through data, analytics and actually communicating with your customers through social media channels like Facebook and Twitter. This will help you to understand who they are and what they want from you as a company and will help define your personalisation strategy.
- Mass Email Campaigns Don’t Work
The era of sending generic marketing emails to the masses and crossing your fingers for leads and results is over. Customers don’t want to feel like a number and just aren’t satisfied with this type of “one size fits all” marketing. Instead, send personalised copy – “abandoned cart” emails if they have left items in their shopping cart, “thank you” emails when they make a purchase or sign up that also recommends other products or services that meet their needs, and feedback requests all help to make the customer feel valued and understood.
- Be a Person, Not a Company
In embracing a more personalised approach to marketing, many companies falter by sticking to the same “sales-y” tone, in which they essentially talk at the customer like a robot programmed only for sales. The most successful companies in the digital age are the ones who create copy – whether in emails, on social media or on their website – that sounds like a human having a conversation with another human. Relaxing your language, steering clear of unnecessary and confusing jargon and talking to the customer like they are a friend will go a long way.