Personalized Marketing Concepts for Your Business Progress
Marketing is now a mandatory necessity and is considered the spearhead of the success or failure of a company. How not, marketing is the one who makes millions of people with different backgrounds know and choose one product or service to use. The development of the digital world with its speed is predicted as the convenience gateway for this process.
However, on the other hand this speed also backfires. Speed is used by businesses to spread as many advertisements and promotions as possible regardless of the background of prospective customers. One of the same marketing content is spread massively with the hope that many of the prospective customers will be interested. However, marketing in this way actually causes boredom and saturation so often ignored.
According to Will Fraser, in his writing “What Is Personalization Marketing?” Stating marketing is about providing valuable information in the right place and at the right time. However, just understanding marketing does not accommodate how to touch the right person. That’s why a personalized marketing concept is needed. In the personalized marketing concept, everyone is seen as a unique person so that business owners must look at consumers personally when they develop marketing strategies.
The survey from Sasbuzz, a platform for social media analysis in Indonesia, during 2014 and 2015 stated that 98% of social media users in Indonesia responded positively to content marketing provided personally. A study at the University of Texas also reinforces the argument why personalized marketing is an effective marketing strategy. At least there are two reasons stated, namely, first, consumers are now bombarded by excessive information through advertising, including generic advertising. And second, consumers now have a controlled desire. Therefore, personalized marketing is needed because consumers have more control in choosing which information is needed and which is not necessary.
But to achieve an effective personalized marketing process certainly has its own challenges. Personalization means getting enough information, accurate data and insights quickly enough. Business owners are also required to get a variety of information about consumers, ranging from demographics to behavior. While the process of collecting data, understanding the desires of consumers, and creating experiences of great offers for consumers will be difficult without the right tools. But that does not mean personalized marketing cannot be realized. If business people are patient enough to use the right data and set in the right way, compiling consumer preferences will seem simple.
Benefits of Personalized Marketing
Personalized Marketing Concepts for Your Business Progress Before discussing how to apply personalized marketing in a business, it’s good to first know the benefits that can be obtained. Some of these benefits include.
1. Increase Sales
Like marketing in general, the first benefit to be addressed is to increase sales. Creating content that is personal and aims to place products and services as something that is beneficial to life. In the end the final aim is to bring up consumer purchasing decisions.
2. Building Relationships with Consumers
Efforts in personalized marketing will make a brand more familiar with and closer to consumers. And this is the first step to building relationships and increasing trust.
3. Gaining Consumer Attention
Personal messages conveyed to someone are of course aimed at gaining attention. And that is what will be obtained when adopting this concept. By providing content that is truly in demand by consumers, it is definitely more effective to make them set aside time and pay more attention to a brand.
4. Improve Consumer Experience
Consumer experience is an important part of marketing strategies. At this stage consumers do not merely obtain information, but also feel and are involved with the products and services provided. Something that is directly experienced will usually be more touching and embedded in the hearts of consumers. And the interaction with consumers that is highlighted in personalized marketing is an effective way for consumers to feel involved.
5. Make Consumers Return
This is a continuing impact of the success of a brand in improving consumer experience. Something that is touching and embedded in the heart as explained before is certainly made consumers will again choose these products and services.