Elevating Marketing in the Age of Individualization

We’ve all gotten those personalized emails that say, “Hi, Susie Q!” Even though it is not likely someone manually typed out our name, it still evokes a sense of personalization. The odds are, this effect was done with some sort of automation or AI. 

Marketing is quickly shifting towards hyper-personalization. Why? Well, let’s think about it. On average, the average person sees anywhere between 4,000 to 10,000 ads a day, including on social media, TV, email, or at the grocery store. After all that media consumption, it all starts to blend, and people start paying little or no attention to most of it. That is until something catches our attention. The more personalized the message, the more likely it is to get your customer’s attention. 

The days of a one-size-fits-all marketing strategy are over. To catch an audience’s attention, create content curated for them! The email example above is only the tip of the iceberg. 

Data is Your Friend 

With all the data readily available to marketers, it is easier to create a unique experience for your customers.  The key to creating personalized messages is to know exactly who your ideal customer is and what they are like. This can include interests, demographics, and more. The more you know, the better! 

The goal is to connect and create a lasting impression with your customers. This connection is essential to build customer loyalty. 

All this data allows you to target your ideal customer. Hyper-targeting can be useful when your customers don’t fall into one perfectly identifiable segment. The reality is that most brands will appeal to different demographics, meaning that, to have a successful marketing campaign you will have to create various campaigns to appeal to your different segments. 

This is extremely important to keep in mind when creating digital ad campaigns. Meta (Facebook’s parent company) and Google have made narrowing down your target audience and delivering tailored messaging easy. 

Ads are not the only way to create personalized experiences for your customers. While getting their attention is crucial, maintaining their attention is equally as important. 

Spotify does a great job of nurturing its customers through personalization. Their Discover Weekly and Daily Mixes are curated for the individual listener based on the user’s listening history and preferences. This ensures that listeners are being fed content that will keep them on the platform for longer. 

An example of personalization done by Spotify. Their Discover Weekly Play list.

One way you could implement this into your marketing strategy is by creating content based on customer feedback and curated specifically based on customers’ interests. 

Now that you know the impact personalization has on the effectiveness of your marketing campaigns, will you include this in your marketing efforts? Need some help? Our team is happy to help you create a marketing strategy. 


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