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28 Nov

Marketing in a Minute — Personalization...it's Table Stakes!

Author: Lori Paikin

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MIM

The key to driving demand and increasing customer loyalty is the ability to make connections with consumers. Tune into this Marketing in a Minute to learn about how understanding motivation is the first step to creating an individualized customer experience.

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(Marketing in a Minute Transcription)

As I think about the evolution of marketing, a couple of old clichés come to mind: “Everything old is new again” and “What got you here, won’t get you there”.

While these statements seem contradictory, both are true.

Take direct mail for instance. The ability to precisely target and measure the effectiveness of a direct marketing campaign was unique to direct mail in the late ‘80s. Even though marketing expanded into new digital channels, it wasn’t until that advertising could be targeted and measured, that it really became effective. 

And now, marketers are able to leverage the intent data provided by website visitors to enhance direct mail – further supporting its evolution. The key to driving demand and increasing customer loyalty is the ability to make connections with consumers, which stems from the art of personalization.

It’s more than addressing a communication to Lori Paikin and more than using my name in the subject line. It’s about understanding my motivation and intent that enables a truly individualized experience.

Keep up with the actions consumers take when interacting with your brand and create content that speaks to them personally. That 1:1 connection is what will cause a 1x customer to evolve into a best customer.