OPINION
PERSONALISE YOUR MARKETING FOR MAXIMUM RETURN I
Mark Almond from Red Cloud Marketing delves deeper into the idea of personalisation in marketing, with some tips on achieving this and why it’s important.
n my last article entitled “What is Marketing?’ I spoke about the importance of knowing and
truly understanding your customer whilst offering up a few ideas of activities you could undertake to help improve this understanding. Following on from this, it made sense to delve a little deeper and highlight just one of the main ways this can help you get maximum return on your marketing. First, though, imagine this. You’re in a bar (or gym if you’re an athlete like – cough - me) and you’re catching up with a group of friends. They have brought a few of their friends along who you don’t really know. Who do you talk to the most? Sure, you will be polite and speak to the newcomers, but you don’t know them, so you don’t yet know what to talk about or how to approach them. With your friends, though, you can talk all night because you have a real understanding of them. This is no different to your regular customers and new customers. You want to talk to all of them, but the ones you know are so much easier and take less time and effort to really engage with. Subconsciously, you will personalise your communication
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and your tone with the people you know. It’s human.
Referring to the previous article, I assume you understand your existing customers as the starting point for the rest of what I write here. Now it is time to take this understanding and make your marketing personal to your customers. This does not mean individual communications, but more that you make your customer feel like your marketing and your customer experience are personally created
for each of them. What are the advantages of doing this?
Strengthens relationships, which in turn improve customer connection. Connected customers are more likely to spend with you.
Improves customer experience, and this can lead to increased customer loyalty. Customer retention is cheaper, easier and more beneficial long term than having to constantly seek new customers.
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