Think about how many ads you see in a day. How many of those do you pay attention to, and how many actually influence whether or not you engage with a brand?
With so many ads and messages flying around, it’s no wonder we’ve found ways to filter out the noise. More than 42 percent of worldwide internet users block ads, and “banner blindness” has been an issue for online ads for years.
Fortunately, there is a way to stand out and break through the barrage of ads. With personalized and localized marketing materials and campaigns that leverage data to deliver relevant and meaningful content, you can reach your audience with valuable and tailored messages when they are most receptive.
The Benefits of a Personalized Approach to Marketing
A personalized and localized approach to marketing takes generic marketing materials and makes them more relevant to your audience. You can show that you understand the challenges your customers face and offer a solution that aligns with their needs. And it shows that you’re willing to go the extra mile to treat your customers like individuals rather than numbers or a means to a sales quota.
Most importantly, customers expect more from brands. They will ignore generic content, and they will tune out messages that are not relevant to them. Nearly 75 percent of customers say they will only engage with personalized messages, while 80 percent say they were more likely to do business with a company that offered a personalized experience.
Know Your Audience With Data & Analytics
Your ability to tailor your content and materials goes only as far as your data. One survey showed that 78% of brands do not have enough quick data about their customers to launch relevant personalization tactics.
The good news is that you can often collect this data if you can demonstrate value to customers. Accenture found that 83% of consumers are willing to share data to enable a personalized experience.
Start by identifying your ideal customers and create personas that highlight their key attributes. From there, you can analyze patterns, highlight trends and leverage these insights for your next campaign.
Leveraging Personalization for Creative Campaigns
Personalization can take a lot of different forms. For example, Constant Contact showed that personalized email campaigns received 29% higher email open rates and 41% higher click-through rates.
On the other hand, personalization can surprise customers and reach them in ways they don’t expect. One marketing company leveraged direct mail to send out packages to their top 50 prospects.
The package was addressed directly to the recipient and contained a mini toolbox. The catch? It was missing a set of plyers. Included in the box was a message that read, “Something missing from your marketing tool kit? We have it!”.
From an initial cost of $600, the company booked 5 meetings and generated over $71,000 in revenue! Through a clever message and a highly targeted and personalized approach, they created a memorable experience that ensured they stood out from the crowd.
Embrace Personalization for Better Performance
More than ever before, customers want a personalized experience. They want to know that you have considered them individually, not as a number.
You need to be creative to stand out. By identifying your key audience and personalizing your marketing materials, you can give your brand the best chance to make a positive impression.
When you’re fully utilizing Ontrack Workflow, personalization is an absolute breeze. Customize any kind of marketing materials from our online portal, where you’ll be able to store both traditional and online assets for your brand, ready for your sales team to segment and make each customer feel like each piece is speaking directly to them.
Talk to us about scheduling a demo at 888.833.5907 today and let us show you how the promise of personalization at scale has finally been delivered upon with Ontrack Workflow.