Personalize Your Marketing The Google Way

: Image via CrunchBase

It’s safe to say that Google, the worldwide leader in search, knows a thing or two about beating out competition and increasing loyalty.

Over the last 12 years, Google has built their empire on a seemingly simple function: providing relevant information to their “customers” (searchers). Even with a 70% market share, Google continues to develop their search tool to increase the relevance and personalization of their searches to individual users.

Good news! You don’t need an 11-digit annual revenue to communicate with your prospects and customers with Google-like relevancy and personalization. Let’s look at three techniques Google is using to increase the satisfaction and loyalty of their users, and how direct marketers can do the same.

Three Personalization Tactics You Should Steal From Google

1) Target Geographically

Just like you know the physical addresses of your contacts, Google knows where you’re searching from (based on your IP address or account info), and loves serving you localized versions of search results. Sometimes, they even include a handy map to show you how to get to your favorite taco stand or variable data printing company.

Whether you’re locally-based, or a franchise with thousands of locations, geographically personalizing your communications can be helpful for recipients, and increase your response and sales.

Continues at: Personalize Your Marketing The Google Way « Mail Print Blog.