You may be in the field of digital marketing by day, but you also shop for clothes and groceries, buy insurance, maybe you own a home, and it’s likely you engage on social networks – you’re a consumer too. So let me appeal to that consumer part of your persona now.
When your favorite brand reaches out to you through email or mobile marketing and it’s clear that they know who you are, what you like and what you’re interested in, how do you feel? Do you feel more positive towards the brand? Do you feel like the brand values you as a customer? Are you more likely to purchase from that brand? I personally would say yes to all of the above and as it turns out, the general population tends to agree.
Responsys recently conducted a survey of U.S. consumers and found that personalization in digital marketing – truly understanding who your customers are and what they’re interested in – leads consumers to feel more positively towards that brand and most importantly for us marketers, makes them more likely to purchase.
Here’s an infographic that depicts some of the key findings of that survey.
I believe this research reinforces what Responsys has been saying for quite some time: consumers want a relationship with their favorite brands and by personalizing their experiences, you will not just inspire brand loyalty, you’ll also impact the bottom line.
In the words of Scott Olrich, President of Marketing and Platform at Responsys: “In the quest for scale, individual consumer relationships got brushed to the side as marketers felt the pressure to churn out campaign after campaign. Today, in the relationship era of marketing, marketers are realizing that they can in fact orchestrate relevant and targeted experiences at scale across multiple channels, and that this more sophisticated approach can have the greatest long-term impact on the success of their programs.”
What era of marketing are you living in?
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