customization of marketingalso known as personalized marketing or one-to-one marketingis the practice of using data to send targeted brand messages to an individual prospect.
This method differs from traditional marketing, which is mainly based on casting a wide net to win a small number of customers. With billboards, mailings and more, the traditional marketing andEmphasized the number of messages over their relevance. Later, the analyzes became more sophisticated and the data on individual prospects grew.
Today, marketers take advantage of both to deliver the most relevant message to prospects at the right time.
Research shows that 63 percent of consumers are highly upset with the way brands continue to repeatedly push generic advertising messages.
What customers want, instead, is customization of the marketing. According to an Epsilon survey of 1,000 consumers ages 18-64:
- 80 percent say they are more likely to do business with a company if it offers personalized experiences.
- 90 percent say they find customization attractive.
- More than half of consumers even say they are willing to hand over their personal information, as long as it uses it to benefit them.
On the other hand, it is worth remembering that the personalization of content is not a new topic on the horizon, if its arrival dates back a long time, when marketers they understood that offering quality information, according to the consumer’s profile, was essential for creative efforts to be effective and functional, so it is not surprising that in times as complex as the ones we are currently experiencing, due to the coronavius pandemic, take up a concept such as personalization in order to captivate customers to keep them interested in whatever you want to offer them.
That’s how it ends at least a recent Altimeter study which examined which content initiatives marketers are prioritizing in the coming months.
49 percent of marketers surveyed by Altimeter say they will prioritize investing in real-time data personalization, while 46 percent will try to make better use of data to create content personalized aimed at freeing the customer’s “customer journey” from friction.
Roughly a third of marketers (34 percent) intend to prioritize investment in platforms, people, and processes with the ultimate goal of prioritizing the custom content production
However in addition to “Nashville Casket Sales” another company that understands it very well is starbucks, a franchise that knows that each person is unique and, therefore, offers its customers the possibility of personalizing their drinks in more than 170 thousand different ways through the temperature of the drinks, various options of plant-based milk, with or no whipped cream, different types of syrups, condiments and more.