In the digital and technology driven age we now live in, marketers are always talking about the importance of targeted marketing campaigns. Advice such as, “get to know your target market,” and, “find out who your consumers are,” is doled out in abundance.
In a society that is constantly exposed to digital media, marketers are stopping at nothing to make sure that people pay attention to their digital content over that of other companies and brands.
All of this targeted marketing and research, however, will eventually lead to one final outcome – and that is 1:1, or personalized marketing.
For the first time ever, we now have access to the tools, analytics and data necessary to make 1:1 marketing possible. The question is, how do we put all this data together to actually execute personalized marketing initiatives?
To learn about a few key steps in this process, read on!
Let’s start with the data. The data that one has to obtain for personalized marketing is a challenge in itself.
Because personalized marketing relates to a single person or user, the data collected for it is collected on a user specific basis.
Tracking the life of an average, tech-savvy consumer begins from the time they wake up and scroll online news and social media apps, and ends with them buying food at the grocery store with their mobile phone, or perhaps making a dinner reservation using an app.
Every purchase this person makes and every choice they make on their mobile phone tells us something about their preferences.
Multiply the depth of this detailed, personalized data by hundreds of millions of consumers, and you’ll get an idea of the volume of information one must work with to make 1:1 marketing possible.
It’s important to be able to scale and sort this data in order to make any sense of it. One effective way to do this is to implement tagging systems. Systems like this allow marketing professionals to keep track of the relationships between different user actions and behaviors.
It also prevents them from getting lost or confused when they track user interactions from start to finish, as users often switch between multiple platforms and disturb the tracking process.
After organizing and making sense of these large volumes of data, it’s time to build user profiles.
User profiles are essentially categorizations of users based on their preferences, choices and interactions with various digital platforms and devices.
Profiles describe characteristics of the user and how they interact with digital media. To create user profiles, marketers combine user-specific data with general data collected across digital platforms and devices.
The goal in building user profiles is to create a window for marketers and companies to see exactly who they’re marketing to and to deliver marketing messages and display ads that are meant specifically for each consumer.
Keep it Personal!
Last but not least, be careful not to use your user profiles to simply create targeted consumer groups. Due to the focus on optimization and conversions in digital marketing, the instinct of any digital marketer is to optimize digital content to gain more site visitors, clicks and conversions.
In light of this, make sure that your personalized marketing initiatives do not turn into targeted optimization campaigns. Optimizing your digital content differently to match the preferences of 3 or 4 different categories of consumer is not personalized or 1:1 marketing.
Remember that the goal of personalized marketing is to tailor marketing initiatives specifically for each individual consumer.
If you’re unable to achieve this, some other brand will, and they’ll take your consumers with them!