Offering targeted marketing, web design, web development, social media management and more in the Guildford and Farnham areas, Thunderbolt Digital are an experienced digital and social media Guildford agency who have helped put many SMEs and local businesses and the digital map. Marketing can be a tricky thing to get right and it can be tempting to try and spread your message as far as possible, but remembering individual customers and ensuring messages are personalised can really make a difference to the way your brand is viewed.
The targeted marketing team at Thunderbolt know that when creating a marketing campaign you have the choice between breadth and depth. It’s almost impossible to achieve both; the current problem is that many SMEs focus on breadth and ensuring that their marketing reaches as many people as possible, reasoning that a larger audience will translate into more revenue. Any experienced marketer can tell you that this isn’t necessarily the case and that personalisation can lead to much more effective and successful campaigns that see a much greater return on investment (ROI) than broad campaigns.
Even something as simple as personalised email marketing (for example, actually addressing the customer by name) can make a difference, although recognising a customer’s buying habits and trends to tailor special offers and coupons for them is the opposite end of the spectrum, and is often far more effective (think about how often you use general coupons given out in newspapers versus vouchers sent to you based on your purchase history with loyalty cards).
This infographic from Kahuna makes an even more compelling argument for segmentation; successful personalisation efforts can yield between five and eight times the ROI that would otherwise be seen, and 62% of consumers have based their purchase decisions on whether a brand offers a personalised service or experience (this also increases the amount the spend and the likelihood that they’ll recommend the brand to others). It seems that it’s no exaggeration to say that if you don’t want to get left behind in 2016, you’ll make personalisation a priority!