As long-time readers of Target Marketing Magazine, we were happy to contribute this guest post, titled “Recipe for Success: Data and Personalization” to their Marketing Strategy blog. Here’s an excerpt:
Your competitors are trying to give [your customers] the relevance they crave, but the good news for you is that they are not yet very effective at it. There is a misconception in marketing today that a “personalized” message just has a customer’s name and address on it.
Relevance spans far beyond knowing someone’s name. To get a customer’s (or prospective customer’s) attention, you need to understand what they like, what they shop for, who they shop for, why they shop for items, when they shop, what motivates them, their personal interests, etc.
In fact, with today’s technology, personalization can mean including images of items you added to your shopping cart but later abandoned, with an offer inspiring you to come back and complete your order. Personalization can also be as robust as including the make, model and year of your car, the date of your last oil change or inspection, and reminder that it’s time to get your next one done. And while this sounds like a complicated matter, it’s actually very easy with the right data analytics software and partners.
Explore the full recipe here on the Target Marketing website. And while you’re there, be sure to check out the Target Marketing Resource Library, the premier source for free marketing best practices and case studies.
Learn more about applying personalization to your direct marketing efforts when you download our free eBook, Personalization Made Easy.