Make Marketing Personal
Personalisation Is A Key Marketing Tool
Marketers and sales people around the world have known for years that people are essentially vain. Whether we like to admit it or not we love the sound of our own name. In a crowded room if someone mentions your name why is it you always hear them.
Salespeople and marketing bods have for years been using customers' own names when talking to them or sending them direct mail so as to illicit some trust, rapport and connection and although a large number of the buying public are aware of this manipulation technique they still fall prey to it. Even hardened sales and marketing people fall for their own tricks. There is something about people using our own name that takes the rational out of the decision.
What Is In A Name?
A rose by any other name is still a rose, is it not? Personalisation may not be a new trick but the levels of personalisation can reach today are just staggering. Now with analytical tools and specialist software we can get to know our customers on an even more person level.
Using sophisticated software and analytical tools one can not only track where a customer comes from and where they go, we can track what they look at, what they look to buy but for some reason do not, what their likes and dislikes are.
Using data capture software we can get the personal details that the customer leaves on our websites and use this to send personalised offers via email, text message and post. But better still these personalised emails can be tailored to personal choice.
Use The Data Gathered To Get Closer To Customers
By monitoring customers' behaviour you can monitor patterns and colorations between customers who buy similar products or for some reason may start the purchase process and stop before actually making the purchase.
Using this information and data you cannot just send offers with the person's own name but you can send personalised unique offers that are tailored to the customer tastes and needs offering them discounts on products they are more likely to buy.
Image if you were about to buy a push bike for your 10-year-old online but for some reason you hesitate over the price. Everything else is perfect, the colour, the type, the make but the price is just a little too high and then you get an email that very same bike offered to you at a discount of 25%, you would be daft not to buy.
Many large and small companies adopting this technique of permission-based personalised marketing mixing both the pull and push marketing mediums to full affect have found massive returns on investment and increased revenue.
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