Marketing is the psychology of business. As marketers we need to truly understand our audience. What does it mean to understand your audience as a marketer? It means that you can define behavioral patterns and describe the cause, effect, and actions related to those behaviors. Only with this understanding can you obtain your business objective. The objective of creating awareness, consideration, and purchase; and then post purchase loyalty and advocacy for your brand.
For years, marketers have done research to best understand their target audience. I think this is most valuable as a starting point for marketing. But notice I said starting point. In order to really have an understanding of your audience you must converse with them. Not only do you need to converse with them, but you need to record characteristics about them in your database. Before you get freaked out about a big-brother-like society that knows too much about people, let me suggest that you start by simply capturing purchase intent and purchase decisions.
I have just stated the first important factor of personalized marketing. Personalized marketing leads to true audience understanding. Consumer research may be somewhat accurate, but nothing comes closer to target audience empathy than individual engagement and collection of data on how people use your brand and the channels of your brand.
I can tell you that as I prepare for my company’s launch I spend about 50% of my work time monitoring for social chatter on key topics relevant to my brand. I listen to what people are saying. I identified the influencers in the brand space. I engage with people and start to build a relationship trying to focus on helping them in lieu of pushing brand product. As I try to help them, I am shaping their perception of my brand. I am working to create the absolute best user experience by the audience’s rules, not my brand agenda.
This engagement definitely helps me uncover certain aspects of my target audience. Yes, market research tells me some, but engagement uncovers deeper pertinent information.
But while this engagement is important to the brand knowledge, I think personalized engagement is even more important in shaping a great user experience. I think user experience is the most important aspect of brands winning individuals. Even more important than product differentiation. People buy brands either sporadically or with loyalty. A great user experience creates an emotional bound between brand and individual, and produces brand loyalty.
If you create an emotional bond of your brand to audience members you are likely to have them tell their friends how great your brand is. Advocacy is the ultimate in marketing. If you can have others do your marketing for you, you have reached the pinnacle of marketing. Objective people spreading brand love.
The magic number in personalized marketing is two. It takes two people to engage with one another. There are two great benefits to personalized marketing – best market knowledge for the brand, and best user experience for the brand. Now that should be double incentive to get on the personalized marketing bandwagon and execution trail.
Make It Happen,