Today, the marketer’s realm is more chaotic than ever, with a new digital choice nudging its way into the space ostensibly every day. Marketers chasing to capture their customers’ and prospects’ attention and loyalty can face the proverbial challenge of excessive good things. The most seasoned of professionals can be overwhelmed in guiding marketing campaigns. Marketers have to personalize activities across all marketing channels by tailoring to individual penchants and tastes for better customer experience. Determining the target market and acquiring accurate information on prospects may be the most important first steps in developing and managing long-term sales and marketing strategy, but they are also steps worth repeating to ensure your success.
As our world becomes increasingly digital, customers are growing habituated to the personalized experience that Web 2.0 provides. With continuous online access through mobile devices like smartphones and tablets, customer demand is beginning to reflect the personalization propagated by the filtering, following, and connection opportunities available on email, Facebook, Linked In, and Twitter. Those capabilities allow users to apply their personal preferences to control what they want to hear and from whom. Those techniques have moreover raised the probability that the same level of personalization should be accessible universally.
Delivering only relevant messaging to each customer is the only way marketers can fulfill customers’ increasing demands and cut down on wasting resources. Marketers can save precious budgets and (icing on cake) improve efficiency numbers by not targeting unresponsive customers who will probably snub unsolicited information, or worse, become annoyed by it.
So are you doing it right?