One size does not fit all for today’s consumer. We can customize everything – our technology (home screens, smartphone/tablet cases, laptop skins), our shoes (ex. NIKEiD), and our food (ex. McDonald’s Create Your Taste program).
If you are still blasting out mass marketing messages, you are missing out on building strong relationships with your customers. More importantly, you aren’t giving customers what they want or expect anymore.
Empowered by technology, customers expect personalized, relevant messages across marketing channels. However, many marketers find it extremely challenging to offer personalized marketing messages to their customers. What makes it so difficult? The challenge is often two-fold:
- You don’t have the data to create personalized messages.
- Your data isn’t unified, and different data points are sitting in different data “silos.”
Let’s make the art of personalized marketing messages a little easier for your marketing team.
3 Smart Data Moves to Start Personalizing Marketing Messages
1. Break Down Your Data Silos
According to the Teradata 2015 Global Data-Driven Marketing Survey, 80 percent of marketers struggle with silos that prevent them from having a comprehensive view of customers across channels. Without a single view, customers’ experiences with your messaging can feel disjointed. The difficulty lies in bringing together many disparate sources of data that exist across an organization and across channels.
Breaking down your data silos isn’t easy. It requires collaboration with other departments and alignment of organizational goals. It may also require an investment in new technology – or at least using your existing technology to its full potential.
2. Identify and Fill Gaps in Customer Data
How well do you know your customers? In order to effectively personalize your marketing messages, you must understand your customers as completely as possible.
Identifying the gaps in your customer database can be daunting. Where do you start? Here are four data buckets that you can review your existing data against:
- Demographic Data: Age, gender, education level, and income
- Geographic Data: City, state, country, and urban vs. rural
- Psychological Data: Attitudes, affiliations, personality traits, wants, and needs
- Behavioral Data: Customer status (active or inactive) and co-purchase patterns
As you identify information that would be beneficial to your personalization strategy, you can develop a plan to gather it. Some data, such as demographic data, can be purchased. However, make sure you aren’t making an impulse purchase. Consider how you will use the data first.
Beyond purchasing data, you can gather it directly from your customers. An effective use of personalized URLs is to gather information from a target audience. What do you wish you knew about your customers? Start by asking them the right questions!
3. Improve Your Marketing Little By Little
Now that you have centralized and enhanced your data, it’s time to begin using it in your marketing. While the goal may be to create completely personalized messages to customers, you can reach that goal segment by segment.
Use data to identify your company’s most valuable customers. What do they have in common? Use these insights to personalize content for customers who share similar characteristics. As you refine your strategy for one segment of your customer base, you can move to another.
Providing customers with personalized marketing messages makes them feel understood, valued, and connected. And in exchange for the positive engagement with your customers, they reward your company with increased spending and loyalty. Getting started can be much simpler than you think. You just need to dive in!
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