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In marketing, personalization refers to using specific information about a customer to tailor the marketing message uniquely to that individual. Personalization is also a key tactic for implementing one-to-one marketing strategies that strengthen customer loyalty and often provide a high return on your marketing investment.
The use of personalized messages is often described as an attempt to recapture the good old days when employees of so-called mom-and-pop stores knew all their customers by name, remembered what and how often they purchased particular products, and identified which customers they could trust to run a tab. The existence of such stores and relationships, however, may have much more to do with the structure of a local community than it does with the local retailer’s treatment of the customer.
Individuals are washed over by a constant stream of mass marketing appeals all fighting for a fleeting share of mind. In contrast, personalized strategies make the marketer stand out and introduce a dimension of customer intimacy into the relationship. That is a step on the right path that leads ultimately to brand loyalty.
To learn more about considerations for maximizing personalization in your marketing efforts, download Tap In to the Power of Personalization to Boost Your Marketing Effectiveness, a white paper by Martha Manting, Account Director, Client Services for GP.
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