This piece is one of our features in our Marketing trends in 2021 white paper. Click here to download your free copy.
Digital platforms allow you to create many smaller marketing campaigns rather than bigger, more general ones, and as such businesses are able to tailor their campaigns towards their audience’s personalised situations and preferences.
Personalisation is the largest growing aspect of marketing in recent years, thanks to data retention, A-B testing and marketing automation, primarily through email marketing, and in fact, 72% of consumers will only engage with promotions that are personalised – shunning general email promotions and non-interactive web pages.
Marketing automation such as interactive forms and widgets, chatbots, and email marketing can all create a well-tuned personalised marketing funnel, however keep in mind that data management is paramount, particularly with new data protection laws and privacy policies coming in across the world. Ask for data sparingly but effectively in order to maximise engagement without an early exit, and increase retention by keeping marketing campaigns small and personalised.
Things to do:
- Ensure that you have data capture points and separate marketing campaigns that personalise promotions for different segments of your audience.
- Make sure that your marketing is interactive wherever possible. You’ll see more of this under “content: keep it short and involve your audience”.
- Only ask for the data you absolutely need to segment and promote to your audience, and make sure that is used to segment the audience effectively.
A lot to consider? Let us do this for you!
There’s a lot here to consider. We know that! Online marketing in particular has gone beyond having a website, rolling out an email newsletter every week or month, and managing a social media profile on Facebook or Twitter.
We at Colmore Creative are here if you’re looking for cost-effective ways to create and implement a marketing strategy that is digitally-focused and meets your goals either through set price, out-of-the-box packages, or a daily rate – both of which would likely save you tens of thousands of pounds a year for the same impact, compared to hiring an experienced marketer in-house, full-time.