Each buyer’s journey is unique because each one of them is a dynamic individual with their own distinct taste, wants, and needs. This has resulted in demand generation, which unlike lead generation is concerned with creating valuable touch points with each buyer throughout their journey, and catering to their wants and needs at different points in time. It’s all about respecting a customer’s choices and not hound them to take a certain path. There is a fine line between the two which needs to be respected at all times.
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Personalised marketing is the real deal now and it is an extreme form of target marketing that aims at reaching audiences with the exact solution for which they are searching. It does this by creating a one-on-one experience. Here are some personalisation trends that are rejuvenating the buyer’s journey:
Look around in today’s saturated marketing world and all we see is paid advertising. The problem, however, lies during the creation of the ad. Ad creators fail to convert all the collected data into successful ad campaigns, which are more often targeted at the wrong people at the wrong time. Programmatic marketing is one such platform which takes all the information it can collect about a buyer and converts that information into action. Using this method, marketers can target their audiences better and enhance their journey.
This is a type of programmatic marketing that makes the use of cookie-based technology to follow buyers as they move from resource to resource. However, this can get a little creepy a little too soon, and the key to successfully execute this is to do it respectfully. If this can be executed correctly, it will take personalisation to a whole new level.
This involves using smart beacon technology to serve customers on their mobile devices with ads based on where they are geographically. This is really an innovation, and an added bonus if you will, to localised advertising. Proximity marketing lets marketers target buyers based on where they visit offline by installing an RFID chip on a product and when near-field communications or NFC is enabled on a smartphone. This cutting edge technology provides a deeper understanding of a buyer’s wants, needs, and patterns of behaviour away from the computer.
These shorten the buyer’s journey by catering more directly to where the buyer is in the sales cycle by using content optimisation systems. Content is uniquely generated in real time based on information about a visitor, such as their geographical location or their browsing behaviour. Tapered messaging helps the buyer gain more value from the visit without wasting time.
The future of marketing is changing, and so are the different tactics used to lure in customers. But all customers are concerned with how we treat their data, and if it’s not in a respectable manner, then be assured it will lead to unfavourable consequences.
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