Last week, we explored the psychology behind highly personalized content (why it works) as well as the technology (how it works). This week, we look at the application of personalized content (methodology) and why it’s good practice for both marketers and consumers (ideology).
The Methodology of Personalized Content
Today’s technology affords us insightful data like we’ve never seen before. The ability to track and analyze that data is what allows us to pinpoint not only demographics, but also consumers’ behaviors (including the key search words and phrases they use), habits, interests, preferences, pain points and personal causes.
Marketers who don’t leverage that kind of information with relevant content on social media, in email campaigns and with key Google AdWords are wasting precious opportunities to engage and connect with their digital audiences. Considering that there are now more electronic devices in the world than people, that’s a monumental misstep.
Segmented marketing further personalizes content by allowing marketers to categorize consumers by common needs and responses to specific marketing strategies. Segmentation is guided by intelligent, accumulated consumer data and allows more time and money to be spent on crafting the most relevant messages for each segment. This is not to say that individuals are not considered in content marketing; quite the contrary. Segmented marketing simply eliminates the effort expended on those single individuals who will not respond to your message, no matter how well it’s crafted.
Past behavior is the best predictor of future behavior, and customized re-targeting campaigns allow marketers to create new messages based previous actions. Consider, for example, Amazon’s ability to show consumers entire catalogs of product recommendations based on past purchases or items that were put in their cart without a completed sale. In our culture of information overload and decision fatigue, that’s like having a personal shopper at our fingertips, one who knows just what we want.
Re-engagement campaigns are more effective with personalized content as well. A message of “It’s been awhile; we’ve missed you,” feels more special, because it’s clear the sender knows the recipient has engaged with them before. One charitable organization recently asked donors who hadn’t contributed in some time “Did We Do Something Wrong?”, going so far as to cast possible doubt on themselves and, thus, really – and genuinely – play on the heart strings.
Facebook knows a thing or two about the power of re-engagement. When it’s not engaging users with those quizzes (which vegetable would you be?), it’s re-engaging them with “best” photos, moments and memories of the year. Brilliant!
The Ideology of Personalized Content
Today’s responsible content marketers strive to provide customers and prospects with sincerely meaningful messages that help them, enlighten them, inspire them, encourage them, entertain them, better them. Long gone are the days of the self-serving, in-your-face hard sale. Highly personalized content serves the dual purpose of increasing consumers’ trust and engagement in your brand and strengthening your valued relationships with them.
Let our team of experts show you how to reach your prospects on a new – and very personal – level.
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