The Value of Personalization in Marketing


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When it comes to creating the perfect marketing mix for any business or organization, personalization is a staple ingredient. Personalized marketing is no longer an option for small business marketers; instead it has become an expectation of the customer experience. To be effective, marketers must strike a balance in their personalized marketing efforts, tailoring their strategies in ways that are both practical and meaningful.PM

Studies show that any extent of personalization can pay off when it comes to engaging your targeted audience. According to a report from Econsultancy, 74 percent of marketers say targeted personalization increases customer engagement, and a 2016 Demand Metric study reported that 80 percent of marketers say personalized content is more effective than untailored content.

Here are a 3 ways to maximize the value of your small business’ personalized marketing efforts:

1. Customized promotional marketing products
Logoed swag should be designed with promotion and purpose in mind. Give event attendees and targeted audiences something that they’ll be able to use. Few advertising specialties can carry your logo, brand name or promotional message as well as custom tote bags, logoed messenger bags or personalized travel bags.

2. Personalized printing
When it comes to visual impact and targeting capabilities, print is as powerful as ever. And thanks to revolutionary variable data printing (VDP) technology, it’s possible to insert personalized messages and images into your printed pieces. Using an individual’s name and other personal data can transform even the most basic transactional touchpoints into marketing opportunities. For example, invoices can offer new products or services based on past purchases, and newsletters can be personalized to include a short feature of particular interest to one segment of your audience.

3. Targeted social media content
It’s been proven that posts with relevant images see almost three times as much interaction as plain text, so post photos with your messaging and watch your customer base engage! On platforms such as Facebook and LinkedIn, you can ensure your personalized content reaches your intended audience by boosting the content at price points to accommodate any marketing budget.

Ready to get personal with your customers in 2018? Talk to us today to learn more about the value of personalized marketing.

Joe is passionate about helping SMBs. He’s spent the last 30+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.

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