Is your brand too generic?

Personalized Marketing can make the difference!

Studies show 81% of US adults go online on a daily basis (Pew Research, 2019). From texting, playing games, to social media, emails, checking movies and reviews, browsing and purchasing from favorite websites and more, digital media offers a big opportunity for exposure and promotion; and a lot of competition to be seen and heard.

What then is effective?
For a business to remain competitive in today’s online landscape they need a creative and adaptable mindset. And a relevant and personalized brand.

Personalization has changed marketing and improved the customer experience. Think telemarketers and automated messages – how fast do you hang up? Research shows that 63% of consumers are highly annoyed by the way brands continue to rely on the old-fashioned strategy of blasting generic advertising messages repeatedly. A poll conducted by Marketo found that the two things brands should do to make advertising more appealing is:

  • Show ads less often
  • Make the content more personalized and relevant based

In addition, 78.6 percent of consumers said they are only likely to engage with a brand using coupons or other offers if those promotions are directly tied to how they have interacted with the brand previously.

Do with this in mind, where DO you start?
With the focus on personalized and relevant based marketing, it’s important that you know who you are talking to and who your ‘target’ market is. Thorough the use analytics platforms like Google Analytics on your website, a CRM for managing your customers, email marketing platforms for measuring your email campaigns, and social media platforms with analytics, you can have a better understanding of how people are finding and interacting with your business.

How to get personal
Do you know what I need? As a consumer of products and services, when I interact with a brand online I expect that they have an understanding of what I need. Simple right? Actually, complicated. Assumptions can get businesses in trouble and leave a negative lasting impression. Don’t be the business that engages in stereotypes.

Take the time before you start your campaigns to ask questions, test, survey and listen.

Once you have an understanding of who you are talking to in your marketing, it’s important that you have a brand that looks consistent across all marketing channels. A professional website, consistent branding across all media channels, content that is crafted for your audience and delivered in the way that they expect it.

It’s worth trying to get right. If you want to stand out in 2020 consider personalization.

Christina Rosepapa
Rosepapa Creative was founded in 2008 to provide business owners with a cohesive solution in web design and branding. With over 20 years experience in design and marketing + 15 years working in WordPress, I’ve had the opportunity to work with and assist dozens of industries throughout the USA.

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