Customers have very heterogeneous needs. So, it indeed is challenging for us marketers to personalize marketing.
Let us address 2 questions.
Question 1. What will personalization help us achieve?
Personalized marketing will help us marketers engage meaningfully with different target audiences.
Question 2. How to personalize marketing?
Follow the ICE Formula .
I – Identify your Buyer Persona.
A buyer persona is not just a zombie – but a profile based on your understanding of a real customer and their real wants.
C – Create Compelling Content
Don’t just talk about your product or service. Instead, create an ebook, newsletter, video or podcast and educate your potential customer on how you can solve their burning problem.
E – Engage Meaningfully via Social Media
Use every contact with a potential buyer as an opportunity to listen and learn. Engage and educate them.
For more on personalized marketing, tune into Future of Marketing II: The Personalization Revolution. The Future of Marketing II: The Personalization Revolution is a virtual “microconference” featuring 60 industry analysts, CMOs, leading technologists, authors, bloggers, and more telling the story of personalized marketing in just 60 minutes. They’ll reveal the technology that drives it, the ethical issues that have resulted from its use, successful examples in action, and the implications that we all need to understand and consider.
Tune in on March 29th, 1 PM ESTto hear me and other marketers discuss how technology is enabling personalized marketing.