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Let’s Get Personal: How To Win At Personalized Marketing
How sweet is it when brands remember your birthday or curate suggested items that are complementary to your taste? It’s as if the brands really know you and really go the extra mile to give you great customer service. This level of VIP treatment can be accomplished by personalized marketing, a very important branding tool.
Today, brands are constantly seeking out technologies and strategies to efficiently pursue a deeper relationship with their consumers and increase brand awareness by personalizing their brand experience. For a lot of local Hawaii businesses, it is almost impossible and highly impractical to execute a well thought out personalized marketing strategies without the aid of Artificial Intelligent (AI) technology or the help of a competent advertising and marketing agency.
Personalized marketing and using AI technology is tricky because it can easily give an impression of a brand being invasive or annoying to your consumers. To guide you, here are some recommended personalized marketing strategies for you to try out in 2019. If you need help in setting up these personalized marketing strategies into your 2019 marketing plan, give Team Vision a call at (808) 536-0416.
But What Is Personalized Marketing?
Personalized marketing is any marketing strategy or campaign that goes into a personal level with your consumers. The main goal of personalized marketing is to convert your consumers into brand loyalists. This is vital to branding your business. It’s believed that personalizing marketing strategies will make each individual feel extra special and form a deeper connection between consumers and your brand, despite the fact that thousands of other people received the same messaging.
What Role Does AI Technology Play In Personalized Marketing?
AI is one of today’s best marketing tools. When combining data analysis and AI, brands can deliver curated messages and other marketing materials based on customer data.
AI commands high interest and investment from businesses around the world. A 2018 PwC survey reports that 27% of companies around the world use AI technology, and 20% more plan to utilize it later in 2019. Recent predictions foresee that companies worldwide will spend $11.45 billion on AI technology.
With AI Technology, Marketers Can Achieve:
Collecting Insightful Consumer Data
The more information collected, the more you understand your consumer. This will help you develop and target your personalized marketing more efficiently and accurately.
Sorting And Organizing Data
Segmenting the data into groups helps brands identify not only who to they can direct their personal marketing strategies to, but what type of information they prefer to receive.
Finding The Best Channels To Reach Their Audience & Sending Automated Personalized Responses
This function will free your employees from doing the mundane, repetitive tasks to focus on higher-value work
Recommended Personalized Marketing Strategies Using AI Technology:
Create Automated Follow-Ups Or Reminders.
Local businesses can send an automated follow-up after consumer registration, an event, purchase, or delivery. While, Hawaii service-based industries, such as doctors or hair salons, can send automated reminders for upcoming appointments. This strategy is ideal for encouraging repeat purchases, maintaining good customer service, creating a following, and engaging with audiences.
This can also remedy the abandoned cart issue. Brands can either send a soft follow-up or offer an incentive to encourage their audience to complete their purchase.
Check-In And Ask For Feedback On Your Products And Services.
We recommend offering an incentive to encourage participation. For example, participants can receive 10% off their next purchase if they complete a short survey on their latest purchase.
Create Personalized Emails And Enewsletters.
This strategy might include emailing reminders for restocking products, sending educational materials, etc. Personalized emails are great for encouraging monthly subscriptions and ensuring that you’re giving great customer service.
Take this opportunity to expand your brand’s awareness by educating your consumers on your products or services. Show your audience how you stand out from your competition and why you are the best choice for their future purchases and orders.
Personalize The Opt-in and Opt-out Options.
Let the consumers decide the frequency and the type of marketing materials they will receive. It makes them feel more in control and gives insightful information on what materials your consumers prefer to receive. Most importantly, your brand won’t be a nuisance to the consumer.
Create Interactive Materials.
Marketing is now all about tailored experiences. Let your consumers explore the product, service, or your brand on their own terms with impressive functions, such as an interactive site map or a tutorial.
Curate Or Cater Marketing Strategies Based On Consumer Data.
After collecting consumer data, either through surveys or past purchases, organize your consumers into databases. Then, create marketing materials specifically for each database. Consumers might appreciate this because it saves them time from browsing or, discover new products or services.
For our client, Castle & Cooke Hawaii, we designed and programmed their Web Advantage Program (WAP), which logs registered prospective buyers into databases in exchange for exclusive benefits, such as information on upcoming real estate projects. During the WAP registration, prospective buyers are required to answer engaging questions in our quick questionnaire. Based on the results of their questionnaire, the program segment the prospective buyers into databases based on when they expect to be buying a home if they have a family, or what community are they interested in learning more about. The WAP program databases help our team create the best marketing programs and target the best people for them.
Remembering Birthdays, Anniversaries, And Other Celebratory Occasions.
This is an extra bonus, but when companies like Sephora, wish you a “happy birthday” or offer a free sample or a birthday discount as a gift, anyone would feel special.
Tips:
Develop More Personalized Messages.
Put more effort into the messaging and make it sound more relaxed and casual than corporate. Make it enjoyable and easy to understand.
Make The Questions On Your Surveys And Questionnaires Short And Sweet.
Instead of having your consumers fill out 100 questions, take it apart into 10 or even fewer questions and send it periodically. Consider writing concise questions and simplify the selection of answers with pictures, provide a rating scale, or create multiple choice answers.
Get Creative And Make It Fun.
Design something engaging to encourage participation. Give the questionnaire a theme or create a “personality” quiz. Check out BuzzFeed quizzes for inspiration.
Don’t Go Full Out On AI Tech.
It’s important to add actual human elements. This is especially true for customer services. Customer services can use AI to help the consumer find the right department to talk to and collect data on what the brand needs to improve on.
In order to efficiently pursue a deeper relationship with their consumers in today’s market, local Hawaii brands need to invest their efforts into incorporating personalized marketing strategies into their new year’s marketing plan. AI technology and the help of an accomplished advertising and marketing agency, like Team Vision Marketing, can offer a simplified, smooth execution.
To help you set up and recommend the best personalized marketing strategies or AI technology, reach out to Team Vision. We are more than happy to help you with all your marketing needs.
Team Vision Marketing has been serving local brands from O’ahu, Maui, the Big Island, and Kaua’i for over 20 years – check our past creative works in our portfolio. Then, subscribe to our marketing tips blog to stay up to date on today’s advertising and marketing trends.
