As we go forward, the world of marketing online is going to change again. Companies are not only going to want to get their ads in front of their customers, but they also want them to be more personalized.
Essentially, it’s because personal ads help to develop brand loyalty and make the customer feel like the company cares. Behind this new wave of customization is a whole raft of digital technologies that are allowing it to happen. But some customers aren’t too keen about the trends that are in the pipeline. This is why companies need to be especially careful when using personalized ads: the last thing they want is to look creepy as if they are stalking their customers online.
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We all know how using customer information can sometimes backfire, so how should we go about making our ads more personal?
Tom Caulton, an expert in digital marketing, says that the first place companies need to look are their data. He says that it is important for businesses to create “buyer personas” or descriptions of certain demographics that are visiting their site. From here, he says, it’s possible to do things like create better content and make more targeted ads.
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To find out more about your customers, sometimes you’ll have to ask questions. But spamming customers with 25 questions all in one go is an excellent way to make them groan and close the questionnaire. Caulton recommends, therefore, that businesses ask questions periodically, one at a time, and spread the work for their customers over a longer period of time.
Create An Amazing Interface
Of course, collecting data is nothing without the right interface to back it up. This is why so many companies are now using custom software development to build things like mobile and web apps. Rather than interfacing with customers through generic browsers, companies are seeing the benefits of using their own targeted apps which offer more functionality and help keep customers inside the barriers of their business. Apps allow businesses to offer customers personalized content, as well as personalized offers, based on their behavior and preferences.
Map Out Your Content
Funneling customers is an incredibly important concept in the world of marketing. The idea is to slowly draw them in through multiple stages and get them to convert. The top of the funnel is simply about getting people to your website. You do this by producing things like webinar, ebooks, and whitepapers. You also do it by using PPC and SEO. The next step is the middle of the funnel where you nurture your leads, providing them with tailored content and buying guides. The bottom of the funnel is the offer stage: you might get your customers to try out a demo or give them a free trial.
At each stage of the funnel, companies are personalizing the experience. They’re creating personas of their customers and then delivering the right content, marketing or special offers that those particular personas will find attractive. Caulton says that this will boost conversions significantly.