6 Ways to Use Precision Marketing to Acquire and Retain Customers
Today's marketers are flooding social communication channels and airways with their mass-reach messages. Throwing messages to the wind in hopes that one's target audience will be on the receiving end is a surefire way to drive your customers into the arms of another brand. The digital world and its barrage of marketing and social messaging components has elevated this pattern of unintentional messaging, further separating customers from brands and leaving business outcomes hanging in the balance.
Mass marketing through social channels is no longer sufficient. Brands that want to cut through the clutter must align their offerings to specific and individualized consumer needs to achieve relevance. It's no longer a question of whether a brand wants to skip over this more defined route; today's consumers demand it.
Marketers need to provide an exclusive solution that fulfills a specific consumer need in order to rise above the messaging chaos. The Social Skinny reveals the bombardment of messages to individual's everyday totals over 290 billion emails, 2 million blog posts and over 530 million Facebook status updates. Further studies expose the reality of up to 3,000 messages a day walloping individuals.
It should come as no surprise that consumers are in revolt, demanding brands and services to supply solutions to their specific and individualized wants and requirements. Brands that don't oblige will ultimately send customers to competitors who are fine-tuning and tailoring their tactics.
With internet marketing it's become even more difficult to rise above the noise, as consumers have the option to disengage at the tap of a button through opt-out and unsubscribe options. The gap has widened between marketers and consumers. Fifty percent of consumers say they disengage with brands due to irrelevant content, while 60 percent of marketing messages continue to be deployed with generic content and unfocused recipient preferences.