In a crowded field, you need to stand out – and that means sharing your message far and wide, using personalised marketing.
Personalised marketing techniques can be obvious, such as using people’s names, or less obvious, such as using data to target your audience with a razor-sharp focus.
But with audiences getting wise to data harvesting, opting out of marketing emails and adjusting privacy settings, you need to think about your medium too – and that means combining a multi-channel marketing campaign with the personal touch.
Multi-channel marketing
First of all, what do we mean by multi-channel marketing? Simply put, it means communicating with your audience by any means necessary using multiple channels: press releases, direct mail, social media, email – anything at all you can use to spread the word.
The benefits of this approach are manifest, but essentially boil down to one thing – reaching as wide an audience as possible.
Think about it; the younger part of your target market is all hanging about on TikTok, while the older ones (who are more likely to be splashing the cash) might still like to pick up a newspaper. Sharing your brand across these mediums means you will hit a wider audience than if you simply sent out a press release.
And while the content you post on each will be slightly different (as we’ll discuss further below), you can make sure that there is consistency across all platforms to create a unified campaign message and solidify your brand tone of voice.
Making it personal
Personalising your content is key if you want to be noticed. This can be as simple as making sure to address the recipients of your marketing emails and other communications by name, or as complex (well, not to us) as using data to tailor your content to the nth degree.
Combined with a multi-channel approach, this means you can target your customers better and make their experience with you more personal, by communicating with them in the exact way they want. For example, some will be more receptive to social media, push notifications or email, while others may prefer print, television or phone calls.
Because the real aim of personalisation, as well as making your audience feel valued, is to make your content relevant – otherwise, readers will delete, file as spam or, worse, unsubscribe.
Don’t believe us? The figures speak for themselves, with Experian reporting that content personalisation provides a 29 per cent higher unique open rate of emails, and 41 per cent higher unique clicks, when compared to generic content.
How to do it
We’re so passionate about creating and implementing personalised, multi-channel marketing campaigns for our clients, we’ve written a whitepaper – you can read it by clicking here.
If you’d like to find out more about how we can help you create a personalised, multi-channel campaign, contact us today by completing the form here.
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