Business Magazine

Nothing Personal, But Ditch Personalization for Greater Marketing Relevance

Posted on the 16 March 2017 by Marketingtango @marketingtango
Group of young female colleagues work in the office. Creative business concept Share

Nothing Personal, But Ditch Personalization for Greater Marketing Relevance

Companies like Amazon and Netflix have created industry-defining models for doing business, by not only supplying your immediate need, but drawing you back in for purchase after purchase by showing you what people like you have historically bought or searched for. But if the algorithm is off, just a little, customers can sour on it: up to 74% say that get annoyed enough to leave a site if they’re shown products that don’t match their interests.

Over time, it’s relevance, not personalization that can help integrated marketers build a stronger, longer relationship with customers. Here are a few considerations to help your marketing stay relevant and resonate with prospects.

Don’t Personalize: Persona-lize

Sure, being able to send out a perfectly addressed email blast may open the door, but what will win customers is targeted information that addresses relevant pain points and where they are in the customer journey. In other words, “persona-lize.”

Start by writing detailed personals that flesh out your customer categories as much as possible. As content marketing expert Robert Rose puts it, “When your audience wonders, ‘How did anyone know I needed to see this right now?’ that’s when you win.”

Put Your Content in Context

Next, perform a content audit to analyze what you’re saying to your customers. Look for messaging you can repurpose to create a shared sense of context. This is another point where relevance rules out over personalization: it’s likely that there’s overlap in your customer types’ priorities, and being able to message to those priorities should be your priority.

Media is as Important as Message

What relevance really means is the right customer getting the right message at the right time—which requires understanding how your customers want to get their information. If your product is technical or unique, consider crafting a video to demonstrate its benefits to buyers, instead of using a brochure. And integrated marketers should also think about which social channels serve them, and their customers, best.

Relevance Best Practices

Pampers knocks it out of the park for relevance: their entire marketing strategy is based on catering to distinct types of customers during specific times of parenthood. To get a better idea of how to make yourself essential to your customers, take a look at these other articles:

IKEA’s Masterful New Ad Campaign Taps Deep Into Customer Needs

Take Your Customers on a Fantastic (Email Marketing) Voyage

Business Marketing Strategy: Low Prices or High Quality?


You Might Also Like :

Back to Featured Articles on Logo Paperblog

These articles might interest you :

  • Adrian Belew Power Trio Rocks Toronto’s Mod Club

    Adrian Belew Power Trio Rocks Toronto’s Club

    Veteran guitarist Adrian Belew, know for his work with King Crimson, Nine Inch Nails, Frank Zappa, David Bowie and more, brought his The post Adrian Belew... Read more

    The 21 May 2017 by   Hendrik Pape
    ENTERTAINMENT, MEDIA, MUSIC
  • Ae Dil Hai Mushkil

    Mushkil

    The advocacy to get love, though his actions comic and childish, was beyond any description found in books. The sluggish and the inexperienced he, was embraced... Read more

    The 21 May 2017 by   Anshul Gautam
    CREATIVITY, SELF EXPRESSION
  • 21+ Astounding Reasons Why You Should Plant a Tree Today

    Astounding Reasons Should Plant Tree Today

    Trees have numerous benefits and it can hardly be overstated. They support the environment in various ways and without them; life on earth would be impossible.... Read more

    The 21 May 2017 by   Rinkesh
    ENVIRONMENT
  • Lhasa, Tibet: Temples, Pilgrims & Palaces

    Lhasa, Tibet: Temples, Pilgrims Palaces

    Lhasa kept giving me everything but the dizzying altitude had sent me sick, waking up with what felt like a hangover and a nosebleed I hadn't paid all that mone... Read more

    The 21 May 2017 by   Josephharrison1990
    DESTINATIONS, TRAVEL
  • Lhasa, Tibet: Temples, Pilgrims & Palaces

    Lhasa, Tibet: Temples, Pilgrims Palaces

    Lhasa kept giving me everything but the dizzying altitude had sent me sick, waking up with what felt like a hangover and a nosebleed I hadn't paid all that mone... Read more

    The 21 May 2017 by   Joseph Harrison
    TRAVEL
  • New Keto Meal Plan

    Our popular low-carb meal-plan tool gives you everything you need to succeed on low carb. Meal plans, recipes and shopping lists - no planning required! Adjust... Read more

    The 21 May 2017 by   Dietdoctor
    DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE
  • The Perfect Treatment for Diabetes and Weight Loss

    Do doctors treat type 2 diabetes completely wrong today - in a way that actually makes the disease worse? Many people would correctly say yes. There's a better... Read more

    The 21 May 2017 by   Dietdoctor
    DIET & WEIGHT, HEALTH, HEALTHY LIVING, MEDICINE