Days of mass-marketing winding down
“Selfie,” “my favorites,” “wish list,” “recommended for
you,” “items you may like” – all popular words and phrases defining the state
of today’s consumers, signaling to marketers that it is time to say goodbye to
the days of mass-marketing and hello to one-on-one conversations.
We are now in the “all about me” era in which well-informed
and proactive customers demand personalization from brands across all
touch-points. In fact, this expectation for marketers will only increase as we
head into 2015 with more tools at our disposal.
Recent studies have even revealed that 40 percent of
consumers are more likely to buy from retailers who personalize according to
their preferences.
Additionally, 59 percent of customers believe it is easier
to find the items that they are looking for when brands personalize the
experience and 39 percent tend to buy more if retailers offer recommendations
based on their past purchases.
While consumers are demanding more control, marketers are
using innovative strategies to collect customer data to deliver on a
personalized brand experience.
The following highlights approaches that some marketers are
using to gain customer insights to fuel this effort.
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