Marketing Tip:
Personalize your marketing messages
Source: WORDSTREAM
Peter Wilfahrt, managing director of digital agency Versandgigant, said marketers should personalize every single message in 2023 by digging into analytics and understanding demographics, affinity categories and in-market segments. More on that in a moment.
“Only very few brands execute a personalized messaging strategy,” he said. “And we’re not talking about adding the first name to your email greeting … really dig into your prospect’s mind and discover what they fear, wish and want.”
While Brock Murray, COO of digital marketing agency seoplus+, agrees consumers should be made to feel special, he argues automation is the way to go because it allows advertisers to create ads that dynamically change based on whoever is searching. And, Murray said, results show consumers want this type of customization.
“With that being said, timeliness also proved to be a critical part of any strategy as users proved they still don’t want to be bombarded with content, particularly if it isn’t even relevant to them,” Murray added. “Overall, all of your content and markup should be concise and easily understandable to ensure your users receive value with each interaction. Transparency and respect of users’ privacy should also be a critical component of any digital marketing strategy.”
Frank Spear, content marketer at WordPress contest plugin RafflePress, said personalization boosted his marketing strategy far beyond his expectations in 2019.
“We tried to implement personalized content in virtually every aspect of our strategy,” he said. “Our opt-in ads change based on the content users read before the popup was triggered. The relatable promotion is designed to show consumers that we understand their pain points and want to help. We allow our customers to pick the type of content they want to receive from us when they subscribe to our email marketing campaigns.”
Effective personalization is the result of efforts like behavioral segmentation, or separating audience members into groups based on their actions, like first-time purchases, abandoned carts, repeat purchases and page views without conversion, said Sam White, marketing manager at CBD site Soul CBD.
“Each behavior group can look very similar to each other demographically and then act in very different ways,” White added. “Behavioral segmentation is what allows us to speak to each group in a way that makes sense with how they interact with the brand.”
Vivek Chugh, CEO of checklist app Listables, agreed data-driven segmentation has worked well so far because it allows Listables to tailor its messages and make sure it is getting it in front of the right people, so this segmentation will be a big part of marketing in 2023, too.
