Firstly, Pay Per Click advertising (PPC) is one of the fastest ways in which to grow your business online. PPC generates instant leads and propels your brand up search results so its no surprise that 45% of SMEs use PPC [1]. This is despite its lack of marketing personalisation.
However, recent research shows increasing frustration with ads. Intrusive placements, annoying formats and too many messages [2] are cited as major pain points. The result – year on year growth in ad blockers.
Secondly, we don’t just want personalised, relevant messaging – we demand it. The challenge for marketing is how to create rewarding, individual customer journeys delivered authentically across digital mediums.
Below, we explore how to personalise your online marketing and how to implement a strategy beyond keyword selection.
If you’d like to discuss your digital plan with a member of the Think Beyond team, call 01565 632206 to book a marketing health check.
How to create rewarding online experiences
Marketing personalisation has come a long way since inserting a name field within an email campaign. Today, data fuels full and rewarding online experiences, allowing businesses to address each prospect. Specifically, interacting with an individual and making customers feel valued at every touch point.
Accurate buyer personas, segmentation and custom audiences can help to achieve this but for a true one-to-one feel, predictive technologies offer messaging at a granular level.
AI machine learning algorithms create customised online experiences with tailored calls to actions, product recommendations and more. Moreover, big data machines customise content across channels and devices in real-time. Send emails after key page views or SMS push notifications when a prospect is near a physical location. The revenue benefits of this approach are clear: revenue increases of 5-15% and marketing spend efficiency of 10-30%.
Getting personal also means to get native and build trust with your prospects. Stark figures show that 92% of people trust peer recommendations over other forms of advertising when making a purchasing decision [3].
Use user-generated content and consider partnering with high authority influencers to humanise and create trusted, native content placements. On and offline referral schemes tap trust and increase revenues, boosting customer lifetime value by up to 16% [4].
The digital jump into marketing personalisation: what’s stopping you?
Creating the integrated, personalised journeys that we expect seems a daunting prospect with many brands failing to tailor beyond basic forms. [5].
A study by Econsultancy suggests the issue is one of priority and maturity. Many companies need to do the “groundwork” of audience and data management before a scalable, effective programme is put into action [6].
For industries slow to uptake digital marketing such as law, engineering, manufacturing, healthcare and pharma, this is especially marked. It necessitates a review of data management systems. Additionally, these industries represent some of the largest employers across Cheshire and the North-West of England [7].
How a consultant can help you make the most of your digital opportunity – now
In today’s hyper-connected world, success lies beyond the click of PPC alone and is found in personalised and purposeful customer journeys.
In many respects, personalisation goes beyond account based marketing (ABM); it is the alignment of your prospect with your marketing and brand. With many businesses yet to adopt a strategy, now is the time to get personal to get ahead.
Research by Frost and Sullivan predicts that customer experience will overtake price and product as the key brand differentiator in 2020 [8]. Maybe its time to get your digital marketing on track?
A marketing consultant helps close the gap between you and your opportunity – fast. From analysing past prospect data to reporting success, a consultant works with you to enhance your digital marketing strategy. Ultimately, you can fast track personalised journeys and automation with us.
We are a marketing consultancy in Cheshire with expertise in CRM, automation and cohesive audience journeys.
Finally, for a no obligation chat with a member of our team call 01565 632206 or complete a contact form to request a call back.