Customized Multi-channel Marketing - hosted by L2

While marketing is a relatively simple word, the definitions of which are rarely consistent. This post was written for this very purpose, to make understanding personalized marketing simple and outline the various processes that make up a personalized campaign.

Marketers can take heart that creating a personalized marketing campaign involves familiar processes that marketing encompasses; concepts like segmenting, picking the ideal customer, giving prospects choice in how to respond, including an offer as part of a promotion among others. The difference is the approach that personalized marketers use in their marketing.

The ideal prospect

Good marketers will already be selling and promoting themselves to the ideal customer segment, but personalized marketing requires a step further. It involves understanding how each person within this customer segment is different by including generic and industry specific demographic characteristics like:

Generic
- Title
- Gender
- Occupation
- Company Name
- Preferred contact type

Industry specific
- Last vacation spot (Travel Agencies)
- Model of the car they drive (Car Dealers)
- Favorite genre of books (Publishers, Book Sellers)
- Buying behavior (Retailers)

Most companies and organizations will already have the demographic information they need to launch a personalized marketing campaign. Personalized marketing then allows marketers to leverage this data to create a message, look and feel and offer that is customized to each individual.

Giving prospects a choice of how to respond

While some markets are very easy to reach with the right offer; others like campaigns to C-level executives are more difficult. Regardless of which of these categories your marketing falls under, your campaign can benefit from allowing your prospects to respond easily.

Personalized marketing also involves integrating the various channels together in the campaign. When you use a personalized email, attached to a personalized website together with your personalized direct mail and (800) number, you increase the likelihood of your prospect responding to your campaign.

Increased response and ROI

Your prospects are no longer responding to traditional marketing in the way they used to. Competition for their time and attention will increasingly become more competitive and if messages are not tailored to each person’s needs and their ego, they get tossed in the trash.

Personalized marketing on the other hand, fulfils your prospect’s needs to have messages and offers that are focused on them. These messages are more likely to get read and with the right offer are likely to get responses that are important to your lead generation process.

The process of narrowing down your prospect pool to your ideal market segments and then further tailoring the message and offer down to the individual allows you to reap the benefits of targeted marketing; including better responses, higher ROI and more brand recognition.