Author: Hal • Moreau, general manager of GMC Software Technology
Personalized marketing, one-to-one marketing, targeted marketing? No matter what you call it, this is no longer a new concept. But the means of realizing this concept today are stronger than ever.
Personalized marketing can help you find the best customer for you, and improve your competitiveness in a crowded and noisy market. It can help you tell your customers that you are definitely more than just an account that only receives money. Usually, sales content is not just a simple message, but to provide different information to different target customers. Customers are very savvy and care about efficiency, and only pay attention to the promotional content that is meaningful to them. The fragmentation of the market and the branches of media promotion channels also require more elaborate communication channels to target the target group and reach the core audience.
Of course, in this environment, the general and uniform propaganda messages no longer work. According to the industry analysis report of the US Winship Company, only 30.5% of the direct mail audience received personalized information containing useful information. If you can realize that the promotion information doesn't matter before the static direct mail, how wasteful is the market funds!
Achieve goals
The goal is to establish relationships with every customer. The deep relationship is based on communication and communication, whether it is a personal relationship or a business relationship. However, if you say the same thing to everyone, you cannot naturally communicate efficiently. In the interaction for individuals, personalized marketing communication must honestly provide the information that is actually needed. Effective personalization will attract attention through eye-catching content, and point to a purpose of selling, replying, logging information, downloading, or any action that you want your audience to choose next.
Personalized communication must remain attractive and consistent at any information point. When there is a disconnect in your promotional information, customers will definitely be aware of this phenomenon. This phenomenon is usually manifested because your different business areas or different communication channels are not synchronized.
When your variable information is generated using a platform, consistency can be achieved. Different departments can still attack writing and sending documents, but the content is now strictly controlled and organized. Establishing a central information store that stores all information, images, and variable data helps to generate highly consistent communication documents.
Worth investing
Marketers find that personalized tools are cost-effective, because this investment allows them to get more marketing responses. According to a survey by Winship, Inc., the document owner believes that the use of personalized direct mail can improve the overall promotion efficiency by 20%. When the database is accurate and the promotional information is compelling, the publicity effect is very impressive.
Investments in time, money, marketing strategies and operating procedures will be rewarded several times. For example, when a known hotel chain company used static direct mail to communicate with corporate planners in the past, the feedback rate was less than 1%. After using variable information direct mail and sending personalized URLs and discount numbers, the first The return rate of 10,000 direct mails reached 5%. The second direct mail sent the adjusted preferential plan and data information, and got a good 13% feedback rate.
How to start
Efficient and personalized communication depends on the following foundations: accurately targeted audiences, attractive promotional content, creative, high-quality databases, and real-time adjustments to revise marketing strategies. Automated processes, business codes and output management are also part of the process of personalized work. These concepts are unfamiliar to some industries, but as personalized marketing becomes more and more complex and more and more channels, the above factors will become very important. The good news is that existing resources already exist to help you build and manage these operations, and you do n’t need to be an IT professional.
To increase the efficiency of personalized communication, start with your audience. It depends on what your product or service is, and your marketing goal is ordinary consumers, businesses, or networked businesses. What do your potential consumers need? What is the problem or the driving force for decision-making? Which channel can reach them more effectively? Today, the high-end area of ​​marketing spending includes consumer behavior analysis, which will be able to tell companies how to find answers to these questions. Your business may also want to invest in information resources to gain a deeper understanding of the market. After using the right way to reach the right audience, your marketing communication will have a greater chance to obtain the feedback and results you expect.
Thinking about existing marketing communication
What is the biggest impact personalized marketing can bring that? Under what circumstances can it be used? Efficient personalized communication is not limited to direct mail marketing, but can also be used for documents that you have always sent to customers in your daily business, such as various notifications and bills. The new "interactive marketing" documents can organically combine all kinds of documents sent daily with personalized marketing promotional content, and the return on this investment will be very impressive, because customers will definitely read the content in these documents, and this This approach can also reduce paper and postage expenses.
At the same time, it is also necessary for you to think about all kinds of information that companies are sending now, including registration confirmation letters, customer service letters, membership packages, etc. Many of the most powerful communication tools may already be in your toolkit. Keep in mind that things that can be personalized are not just words, but also language, fonts, designs, charts, images, drawings, logos, and promotional information.
Integrate scattered information
As personalized communication becomes more complex, variable data may come from different sources. Personalized marketing communication based on customer statistics will be an attempt to provide customers with targeted preferential information and personalized promotional information, but customer contact information and account numbers are still stored in different databases. This requires a smart and powerful engine to integrate many elements from any variable data file, and GMC Software Technology's PrintNet software suite can achieve this powerful function.
When you add personalized features to an enterprise ’s existing marketing strategy or upgrade existing solutions, investing in software will effectively improve the marketing process and increase the ability to work. The key is to find a software platform that can help you generate all personalized variable files and generate or output files through multiple channels. The PrintNet system is such a full-featured platform that can manage all data input and handle all kinds of needs, can provide a personalized design platform for printed and electronic promotional materials, and can help you complete network personalization such as customer registration and application. Publicity and feedback services. In addition, it can be easily integrated with the company's existing internal network architecture, and is also highly compatible with document management systems and customer resource management systems. If an enterprise considers the above software capabilities in the process of upgrading personalized marketing communication tools, it has laid the foundation for greatly improving the efficiency of personalized marketing communication.
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