Bringing Personalization Into Your Campaigns
by Randy Hardy
You’ve listened to the experts and realize how important personalization is to your marketing campaigns. You have the technology, and know that with relatively simple data you can add personalization to your campaign.
Before you start to use personalization, you need to put some thought into how personalization can help you achieve the business goals that you and your client want to achieve.
To use personalization successfully, you and your clients need to answer a couple of questions:
- Who is the campaign targeted at? Is it for new prospects, existing customers or a mix of both?
- Next, what is the goal of this campaign? Is it to create awareness of a new product, to sell more of an existing product or is the goal to retain customers and make them feel special?
- If your prospect is to take action, where will you send them? Will they visit a website, show up at a location, or follow you on social media?
Working with your clients to answer these questions will help you to identify the creative, the copy and the call to action. Furthermore, it can help you decide how to best use personalization.
For example, if you want someone to visit you online, you can create a personalized URL which includes an offer particularly for them. If you want your prospect to follow you on social media, you include links to those sites and welcome them when they join you there.
But if your campaign is intended to drive your prospect to a business location or event, you’ll want to include personalized elements to support that goal. This can include maps or images that highlight where your business is located. You can also personalize information on how to get to your business by providing directions or travel times. Adding this type of personalization helps get your prospect out of their location and into yours.
Putting some planning into your next campaign will help you not only use personalization more effectively, it will also help you achieve greater results.
And now ask yourself: Which experience did you gain with personalization? Have you already integrated personalized elements in your marketing campaigns? Which kind of personalization helped you to create a successful campaign and to achieve better results? Please share them with us and tell us what has worked effectively for you!
Randy Hardy is the North American Representative for locr, the world’s leading provider of personalized maps and geolocation services. He also serves as Chairman of the Xplor Association Board of Directors and was the Chair of the 2013 Xplor User Conference and Vendor Forum. He can be reached at us@locr.com. More information about locr can be found at www.maps.locr.com.
Connect with locr at these upcoming events:
2014 Dscoop Annual Conference March 6 – 8, 2014 Orlando, Florida USA.
You can visit the locr team at Ruby Partner Pavillion.
PODi AppForum 2014 March 31 – April 2, 2014 Las Vegas, Nevada USA
Xploration 14 March 25 – 27, 2014 Orlando, Florida, USA
Cross Media Production (IPEX) March 25 – 27, 2014 London, UK
