When it comes to marketing and sales and the Internet, most small and local businesses don't know where to start and are missing the boat. Twenty years after the Internet began going mainstream and many businesses still struggle to identify how to make money online.
Knowing that consumers like personalization is helpful, but the greater challenge is getting them to give up their information. Many consumers are extremely wary of giving their information to companies.
According to a study by the UC Berkeley Center for Law and Technology, 85% of the top 1,000 websites have cookies set by a third party. Propelled by widespread anonymity in the early days of the Internet, third-party cookies have undoubtedly become a staple for many marketers, tracking consumer behaviors across the web with the promise of uncovering invaluable insights. But today’s consumers are no longer hiding behind their technicolor iMac G3s, wreaking havoc in chatrooms under mysterious usernames.
Marketers have many new exciting options to personalize relationships, foster engagement and drive the business. However, there are still too many brands that are producing spam in lieu of personalized and engaging communications. In this post, we look at some worst case examples.
Remember when Nike introduced its Just Do It campaign? Nike was able to achieve massive brand awareness and scale with this simple slogan. Billboards, TV, radio, print …‘Just Do It’ and the Nike swoosh was everywhere. Mass marketing worked, then.
Marketers are trying to take the easy route to personalization, mainly through “personalized” mass email blasts, and customers are seeing right through it. When asked “what frustrates you most about companies’ use of online communications,” 80% replied “too many unwanted email messages.”
One of the nice elements of a marketing automation system is the ability to collect data direct from the prospect as well as capture their behavior over time. Old school personalization required extensive form captures that had high abandonment rates. Utilizing marketing automation, you can slowly capture the data and continue to fine-tune your campaigns, making them more relevant to the prospect as you learn more about them.
With the right mobile platform, marketers can go well beyond a personalized website experience to deliver timely, relevant communication with mobile campaigns that reach your subscribers wherever they are with tailored messages and promotions.