How to Use Personalization Marketing to Drive Brand Advocacy
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How to Use Personalization Marketing to Drive Brand Advocacy
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Transcript of How to Use Personalization Marketing to Drive Brand Advocacy
How to Use Personalization Marketing to Drive Brand Advocacy
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Spendsetter is an Advocacy Marketing Platform that helps brands connect to fans with influence.
About Spendsetter
Cuff Supply Co.
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Age of the Consumer
Personalization Marketing
Brand + Consumer
nounPersonalization marketing is the dynamic creation of highly relevant content for your customers and audience.
Personalization
1.
per-son-al-iz-ation
What is Personalization Marketing?
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Personalization Tactics Rising in Popularity
94% or marketers report that personalization is an effective marketing tactic.
(Source: VB Insight) Develop deep relationship with their fans.
94%
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Creating a Better Brand-Consumer Relationship
Customer-Centric Marketing
Customer-centric marketing delivers a 25% increase in total online sales
and a 300% improvement in customer lifetime value.
(Source: MyBuys & E-Tailing)
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Positive Feedback from Consumers
40% say they buy more from retailers
who personalize their shopping experience
across channels. (Source: MyBuys & E-tailing Group)
41% say they buy more from retailers
who send them personalized emails.
(Source: MyBuys & E-tailing Group)
39% said they buy more from retailers
who personalize Web recommendations (Source: MyBuys & E-tailing Group)
40% 41% 39%
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The Mobile Effect on Personalization
60% of people say they want retailers to be able
to issue personalized, real-time promotions.
(Source: Accenture)
By 2017, consumers will provide data to more than 100
mobile apps and services every day.
60%
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Challenges to Personalization Marketing
Consumers are conflicted about what and how much personal information they want retailers to access.
Nearly 60% want real-time promotions
and offers.
Yet only 20% want retailers to know their
current location.(Source: Accenture)(Source: Accenture)
60% 20%
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Facing those Challenges
Consumers do not want to be overloaded with messages and notifications, especially on their mobile device, which is an intimate item in today’s world.
Find a balance.
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Facing those Challenges
88% of marketers know that a customized web experience has high impact on ROI.
Still, only 6% of these marketers are actually planning with personalization in mind
Find a balance.
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“If retailers approach and market personalization as a value exchange, and are transparent in how the data will be used, consumers will likely be more willing to engage
and trade their personal data.”
Dave Richards Global Managing Director, Accenture’s Retail practice
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Example
Coca Cola’s “Share a Coke” Campaign
Not only are they personalizing the actual product, they are using
Promoted Tweets that use their customers’ first names.
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Creating Advocates Through Personalization
The more you personalize content, the better the relationship with your customers will be.
64% of consumers like that personalization gives them access to exclusive deals and automatic crediting for coupons and loyalty points. 64%
Tactics for getting Started with
Personalization
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Dynamic Content
Adapt to your consumer’s behavior, buying history, or
activity.
Personalized marketing emails receive 29% higher open rates and 41%
higher click-through rates. (Source: Experian)
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Location-based Marketing
Mobile has quickly become one of the best ways to reach consumers, but keep in mind:
• Frequency
• Value
• Relevance
• Timing
Cuff Supply Co. nowYou are 2 miles away from a Cuff Supply store! Stop in and say hello!
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Create an Advocacy Marketing Program to nurture your passionate fans and build a truly meaningful relationship that encourages them
to share your brand with their friends, family and contacts.
Nurturing Brand Advocates
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No matter what industry your in, your customers want to feel a sense of importance. Personalization
delivers that emotion on an intimate level.
Conclusion
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Questions and Answers
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