There has never been a better time to be a marketer.
The ultimate aim of marketing is to drive sales of a product or service. The only way to do this is to connect with consumers. This is usually done through the use of mediums that consumers usually tune in to.
These mediums have come in the form of the television, radio, newspapers, magazines and outdoor publicity mediums. The major problem with these mediums is that they split users.
The consumers you will reach via television will have to be tuned in to the particular program you place your advert on. The same goes for the radio too.
But what if you can reach all the consumers through one medium? What if there if one platform that brings all your consumers together in one place?
Welcome to the age of the internet.
It can be argued that the internet has splinter platforms too; emails and social networks inclusive. However, this does not change the fact that the internet is the technology on which all these platforms operate.
More than half of the world’s population is on the internet at a time. This can be through the use of smartphones and PC platforms.
The good news for marketers all over the world is that the use of smartphones is so widespread and essential that a recent survey a third of the population of the UK would rather have their car stolen than lose their smartphone.
The thing about our job as marketers is that we have to be very good at communicating with people. This is the first step in getting them to buy our product.
This has been made easier by the fact that we don’t have to do the talking face to face anymore. Smartphones are here to the rescue. And the good thing is, a lot of people cannot do without checking their phones every few minutes.
While smartphones present marketers with a good avenue for communicating with customers because it is always with them, it could be a nuisance to them for the very same reason!
Customers are exposed to a barrage of marketing messages every day. From the moment they wake up, there is a jingle on the radio for a newly launched cereal brand.
On their way to work, they are faced by a million billboards and posters with promotional messages for products and services.
So, how do you make your message stand out to your target audience? How can we make sure that the medium that provides us with a world of opportunities does not end up being our doom?
Simple. Personalize your campaign messages to your customers.
Before this, you should review three strategies. You should first look at the whole personalized campaign through the eyes of the customer.
Would he find the information in your message relevant and helpful? Would this make him interested in the product or service being advertised?
You don’t get to conclude by yourself that your personalized campaign is successful. You have to decide based on the feedback from the recipients of your message. This will come in many forms and might even include the number of unsubscribers from your app or mailing list.
The second strategy is to adopt a rule of thumb determined by the size of your audience. You should split your mailing list into smaller subcategories.
This will give you the opportunity to streamline your campaign message based on the traits common to each subcategory.
Sending your personalized campaign messages in bulk will defeat the purpose for creating them in the first place.
Finally, you should itemize the features of a conventional personalized campaign. The main purpose of this is to serve as a guideline for people that might want to adopt your methods at a later date.
There are many benefits to adopting a personalized campaign. Some of them are:
- They Are a Response To Meaningful User Behaviour
This factor is the whole essence of creating the campaign. The personalized message has to be based on an already established behavioral pattern of the customer.
That can also be determined by observing the customer’s usual activities on the internet. If the customer likes visiting websites focused on tech subjects, you will know that your message about the discount prices on gadgets available in the store will be the right fit for such a customer.
This can also be in the form of a combination of the two factors mentioned above.
- They Are Timely
Messages delivered on smartphones are usually done immediately. So when you send a promotional message to customers, you will know that such messages will be received in real time.
Therefore, personalized campaigns give you the opportunity to manage customer data in real time and also to send in-app messages and push campaigns at appropriate times.
With personalized campaigns, the customers will receive your messages at the appropriate time. This could be set to coincide with a major world event or a recent development on the market.
- They Are Personalized
Well, yes they are.
With personalized campaign messages, you can include the real name of the customer and you can make reference to items that you research has shown that they will be interested in.
Basically, all you have to do is keep tabs on your customer’s online activity and you will be able to craft messages that will resonate with them. You will be able to know the right product or service to push to them.
However, for you to be able to monitor their online activities effectively, you will have to integrate your existing records systems with your mobile marketing platform.