Marketing prin e-mail și automatizareSocial Media și Influencer Marketing

Personalizarea nu este automatizată

Direct responses via email, Facebook and Twitter are getting more and more sophisticated, allowing people to substitute strings in their messaging. Software applications make the mistake of calling this personalizare. This is not personalization.

you are important

Asta e personalizare, Nu personalizare… and it must be done carefully. If it’s not, it can be deemed as insincere. If you wish to personaliza a message to me, it can’t be automated. I’m an individual – with unique tastes, experiences, and preferences.

Here’s an example of what some vendors call personalization:

Douglas Karr – thanks for following me, download my ebook at blah, blah, blah

That’s not personalized… a personal note might be:

Doug, appreciate the follow. Just checked out your blog and loved the latest post on xyz

Companies with a large group of followers might argue that they simply don’t have the resources to respond personally. I understand. Here’s a better response:

Hope you don’t mind the automated response… as a thanks, check out our ebook at blah, blah, blah.

This doesn’t mean I don’t believe in automation and personalizare. If it’s done right, it can provide a unique experience. Marketers should take advantage of customer preferences to optimize and tailor an experience to what the customer is looking for. If you’re looking to develop personalization in an application, that can be accommodated two different ways:

  • Personalization that allows utilizatorul to define the experience, not the vendor.
  • Personalization that allows vendors to add 1:1 messaging to the user that is sincerely written.

Numai 20% of CMOs leverage social networks to engage with customers. Ouch… that’s not very personal. Social media has finally provided a means for customers to get personal with brands that were previously faceless and nameless. Companies now have the opportunity to get personal with their customers.

The advantage of social media over previous types of media is the ability to be personal… yet solutions providers continue to try to develop techniques to fake the personalization. Marketers have an opportunity like never before to leapfrog their competition by building a personal relationship that builds trust and authority with their clients. That’s not done with substitution strings.

Douglas Karr

Douglas Karr este CMO al OpenINSIGHTS și fondatorul Martech Zone. Douglas a ajutat zeci de startup-uri de succes MarTech, a ajutat la due diligence de peste 5 miliarde de dolari în achiziții și investiții Martech și continuă să asiste companiile în implementarea și automatizarea strategiilor lor de vânzări și marketing. Douglas este un expert în transformare digitală recunoscut la nivel internațional și expert și vorbitor MarTech. Douglas este, de asemenea, un autor publicat al unui ghid pentru Dummie și al unei cărți de conducere în afaceri.

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