FREE BEER! A sign posted on a college bulletin board screamed. Inherently, the poster knew that he had only 3 seconds to capture the attention of the average consumer with a marketing message. The poster was actually looking for someone to share the cost of gas to drive home, but he knew he had to lure readers in with something that mattered to them.
Now, I’m not advocating that you use the “Free Beer” headline on all of your marketing materials to college students, but it does help to know your audience and personalize your message.
In this ever changing digital world, it can be even more difficult to get your customer’s attention, let alone keep them interested. From emails and social media to banner ads and everything web-related in between, it is more important than ever to provide relevant content and make meaningful connections.
Gone are the days when personalized content was just about incorporating a first and last name into a campaign. Emails that begin with “Dear Bob” no longer have the same attention grabbing impact as they once did.
Don’t get me wrong, personalized content isn’t dead, it just may not be good enough for today’s savvy consumer. Using rudimentary tools for targeting broad marketing segments is no longer enough to keep your customers happy and engaged.
Consumers increasingly expect an individualized experience at every digital touch point: email, mobile and web. The consumer experience needs to go beyond just being personalized but rather individualized and tailored to delivering the right message, at the right time and by the preferred delivery method.
Approximately 67% of all email gets opened first on a mobile device. You literally have a small window of opportunity to make sure you’ve captured attention. Lucky for marketers, today’s consumers share information about themselves (think social media…Facebook likes and shares) and they expect brands to provide individualized offers. Again, this is where the importance of relevant content comes into play and where data driven marketing makes a world of difference.
Picture this scenario: you receive an email from a retailer that you’re familiar with, and you’re hoping for a unique offer that gets you excited. Instead, you realize the offer has nothing to do with you, it’s just addressed to you. What would you think if you received an email for diapers and your kids are in high school? Can you imagine?! Dear Bob: Swaddle your baby’s bottom in a cotton cloud of comfort…
But I digress. Odds are businesses are already sitting on a boatload of customer information. But are they utilizing it effectively? With modeling and predictive analytics, we have the ability to provide you with “smarter data”. You can use this newfound customer intelligence to segment your audiences and create individualized appeals. With smarter data, you’ll be able to optimize your marketing spends, ensuring that every dollar is spent wisely on initiatives that provide the biggest ROI.
So what are you waiting for, Bob?
AccuData Integrated Marketing not only helps you decipher what your most valuable customer looks like, but also uses that information to help you find more of them, then grab their attention through individualized campaigns. Ask us how we do it! Contact us today for more information!