Do Consumers Love or Hate Personalized Messaging?

Do consumers love or hate personalized messaging

Tell me if this sounds familiar: You log into your laptop and type in the name of the car make and model you are interested in buying. When you log into Facebook five minutes later, an ad for that exact make and model pops up in the right rail. You look down at your phone at a stoplight on the way to work, and an ad for a nearby car dealership with a picture of that car appears on your lockscreen. It seems that the single search term you typed in is following you, adding more context and personalized information along the way.

Once the stuff of science fiction movies, this real-time ad targeting based on search history, location and other online behavior is now a reality. Is it creepy? Maybe a little. But growing research points to an interesting statistic: Consumers like personalized, hyper-targeted ad messaging from brands that they trust.

A recent study from IPG Media and Yahoo of 5,000 mobile users found that the majority of respondents appreciated location-based ad targeting, as well as ad suggestions based on search history and life events. The study also found that the smaller the mobile device, the higher the user expectation for customized information. For example, a user riding public transportation and searching for a restaurant expects his or her smartphone to identify location and deliver answers that make sense in that context. Basically, needing to Google a location term is now viewed as an annoyance.

Though consumers seem to be gradually embracing personalized content that benefits themselves, the study also found that mobile users were turned off by being given information on what their friends liked, visited or were doing at a given moment. Feasibly the negativity there stems from people not wanting the same information to be shared about themselves without permission.

These findings are important, even for businesses that do not use mobile or device tracking in their promotions. They point to a more intuitive approach to reaching consumers that is gaining popularity and will forever change the way we do business. Consumers are becoming increasingly accustomed to doing less work to track down what they need, which puts the burden of visibility even more firmly on the shoulders of the sellers. This may sound overwhelming but can be accomplished through a few simple tasks, including:

Consumer buying habits will continue to evolve with technology, but there’s no reason to get left behind. By understanding these behavior changes, and sticking to tried-and-true customer service and promotional tactics, consumers will keep coming back.

Back to the Basics: Building a New business

 

Building a New Business

Building a new business or brand requires more than the ability to produce and deliver high-quality products or services. Understanding how to succeed when launching an online marketing strategy is essential regardless of the type of business you are running and the audience you need to reach.

Utilizing marketing online is a way to ensure you are making your mark whether you are offering local services or selling products internationally around the world.

Determine Your Demographic

Determine the demographic of the audience you want to reach. The more you are able to pinpoint the age, gender and location of the users you want to appeal to most the easier it becomes to generate the right advertisements and marketing strategies online.

Build an Online Presence for Your Brand

Building an online presence for your brand is essential when launching new advertising campaigns on various websites, blogs and online communities. Creating an online presence for your own business and brand is possible with a modern logo, color scheme and mobile-friendly website that is accessible to all users without hassle. Generating a voice for your brand is also highly advisable, especially when trying to separate yourself within the market and from potential competition.

Create a Blog

Creating and launching a blog on your brand’s official website is a way to connect and communicate with those who have taken a genuine interest in your business. Having a blog provides you with an additional platform to share news, information and to ask questions or for advice from those who visit your website most frequently. Consistent updating is a key factor in building a loyal fan base and growing the overall popularity of your brand.

Communicate Directly With Followers and Consumers

Any time you are marketing online or with the use of social media it is essential to communicate directly with those who are interested in your brand. Spending time communicating with followers and potential consumers is not only a way for you to build clout but it is also a way to generate more buzz about your brand altogether.

The more you know about marketing and advertising online the easier it is to reach and appeal to any audience or demographic you have in mind. Taking the time to communicate and connect with those you are targeting with your marketing gives you more leeway when attempting to keep potential customers and clients from seeking their own solution from a competitor in the same industry.

Cutting Through the Noise to Build Customer Trust

 

This is surprising: Only 38% of people say that they can trust most people. 57% say they cannot, according to the General Social Survey (GSS.)

Trust is a funny thing. It’s hard to earn and easy to lose.Cutting Through the Noise to Build Customer Trust

As a business, trust is essential to sales. Recent statistics show content is the key to building that trust:

● Watching product videos makes 52% of consumers more likely to buy, according to Octoly.
● 59% of consumers place equal weight on personal recommendations and online reviews, according to Balihoo.
● 77% of consumers are more likely to purchase a product after learning about it from a friend or family member, according to Nielsen.

The goal of breaking through the noise is to get people to recommend your business. One of the best and easiest ways to do that is through content marketing.

Here are four content marketing tips to show how your business can better connect to customers in a crowded market.

1. Focus on Producing Higher Quality Content

The first step toward giving your customer a better impression of your brand is improving the quality of your content.

You may already post blogs to your website, videos and images on social media networks, and frequently upload other forms of content to your website. The variety of content you create is great, but are you adding value? Or are you just adding noise?

High quality content outshines the competition and improves your consumers’ lives, building trust in the process. When you’re creating your next blog post, webinar, or podcast, ask yourself the following:

● How will my audience benefit from this information?
● Is this something my audience needs to hear?
● Does this content answer a question my audience is asking?

If your content passes the sniff test for quality, hit publish. If not, revise until it’s ready to shine.

2. Ask for the Share

Once your content is live, invite your readers to share it. If your readers share it, chances are others in their networks will notice.

Shares are personal recommendations from one person to others. People are more willing to trust your brand when they get an endorsement from someone in their network.

3. Watch the Numbers Behind the Content

Too often, content producers hit publish and then walk away feeling accomplished. In reality, it’s just the beginning of the marketing process.

For your content marketing to succeed, you need to know what works, what resonates, and what falls short. Watching the numbers behind your work will tell a more accurate story about what your audience wants.

Here are some of the more critical analytics to monitor:

● Traffic. How many people landed on the webpage?
● Referral Sources. How did people find your content?
● Time. How long did people spend with your content?
● Shares. Did your readers love it enough to share it?

By watching how your audience engages with what you produce, you’ll get a better sense of what’s wanted and what’s getting lost in the shuffle.

4. Use Multiple Forms of Media

Some people love to read blog posts. Others want to watch webinars or listen to podcasts. Mixing up the media in which you deliver your content can help you reach a wider audience without diluting your message.

Try mixing video, audio, compelling visuals, and text. You can use combinations of these media forms too. For example, add a video to a blog post and include a small description and transcript below it.

The more methods you have for people to interact with your content, the more likely you are to be heard.

Building trust starts with getting heard. If you want to grow your customer base and establish your business as one to trust in the market, high quality content is critical. Watch what the market wants from your company and then deliver in a variety of media forms.

Kimberly Crossland is a content marketing expert focused on helping small businesses break through the noise and boost their position online. Sign up for her email list to get weekly online marketing advice.