Hyper-relevancy: it’s a term we ought to get used to. It’s the foundational way that Big Data is changing the lives of digital marketers and consumers alike. In short, the data that we are now able to collect about our consumers’ behaviors online is giving us the opportunity to personalize marketing like never before. Instead of guessing the demographic of your target audience based on test focus groups, you have the ability to seek out who buys your products and your competitors’ products. You can trend over time what each demographic finds most appealing on the Internet (social networking, blogs, forums, news sites, etc.) and then you have the ability to be present there–to get in front of your customer.
But after all that brand research, what if your brand’s message doesn’t resonate with your audience? What if you’ve just wasted all of that time and money buying media or incorporating a strategy on that digital channel? The importance of being relevant is larger now than ever before. Here’s why:
-The average American consumer sees 3,000 marketing messages a day (Fast Company)
-There are 100 billion searches on Google per month (Search Engine Land)
So how do we differentiate our message from the (literally) thousands of others our consumers see each day? Personalized and hyper-relevant marketing tactics. It’s becoming easier than ever, in some cases even automated. If you fail to see how the impact might affect your business, consider these stats:
-Personalized emails improve click-through rates by 14%, and conversion rates by 10% (Aberdeen)
-80% of mobile internet users would prefer ads relevant to them locally (JiWire)
-The adoption of marketing automation technology is expected to increase by 50% by 2015. (Sirius Decisions )
So where do the opportunities lie?
On-the-go users are now using their mobile devices everywhere they go. And they’re willing to tell advertisers their locations in order to have a more personalized experience. This means that hyper-local ads and search results are imperative to capturing your audience’s attention. If they’re within a half mile of your bakery, and they search for “best pastries in town,” you’d better be there.
Similarly, mobile apps will continue to grow in popularity. It’s a great way to get in front of your audience without pushing a hard marketing message. Mobile apps also allow you to use knowledge and arm your consumer with more information. An airline’s mobile app should alert consumers to possible delays in schedule. A high-end restaurant’s app can alert consumers of menu changes or when reservations become available.
People are sharing all kinds of information on social networks–everything from their interests, likes and dislikes and political affiliation, to what they had for dinner last night. In order to capitalize on this voluntary sharing, you can conduct social intelligence research. This gives the mechanism to listen to what consumers are saying, trend it over time and find insights that are imperative to growing your business.
3. Marketing Intelligence
By leveraging Big Data and intelligence insights, you can tailor your marketing messages to what consumers really want. If they’ve visited your website product pages several times but haven’t purchased, display remarketing ads are one way to reach them. If they’ve purchased, following up with a tailored email message several weeks later to ask for a product review or to sell similar products could yield a sale. If they’re a potential new customer, utilize your CRM tool to stay connected with them and generate personalized messages. If they’re a valued repeat customer, reaching out on social channels could encourage them to share your message and become a brand advocate.
No matter what the tactic, personalization and customization of marketing is imperative for the future. It’s not just about the statistics, it’s about creating two-way conversations between your brand and your consumers. Creating brand advocates is all about standing out and providing your consumers with a unique experience. The more personalized it is, the better it is going to perform.
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