It’s like the restaurant owner in that little Italian place you’ve been going to for years. You and your family walk in. They greeted you warmly, took you to the table in the front window, and brought picture books for the children.

That is personal. It is the best marketing method because it can provide you with the best experience-an experience that will allow you to visit again.

For the past 50 years, digital technology has been working hard to provide us with the capabilities of nearby restaurants. But the interesting thing is that, like many other technologies, digital marketers have yet to use new tools to help them realize their vision of becoming the most popular Italian restaurant in their product version.

Why? Because we confuse personalization and personalization.

#Content Marketers confuse personalization and personalization, @Robert_Rose said via @CMIContent. #MarketingMakers Click to tweet

exist Marketing Makers Episode 8, CMI’s series for those who work in marketing, I explored the evolution that led to our personalized needs today and what we need to know to do it well. You can watch the full program here or continue to read the highlights and corresponding segments of the program.

We forgot that the restaurant owner used the same game for many other families, but everyone thought it was very personal. The owners have seen and met their needs (no need for them to ask.) Under all other conditions being the same, we will always pay more attention to what feels unique and meaningful to us than whether to customize according to our preferences. Experience.

personalise It is basically a simple concept in marketing: to deliver information to their unique people. It works because the information is special to the recipient, making them more likely to be interested in the creator (ie the brand) and take the actions you want them to take.

What you have to have to succeed

However, success depends on a key but more challenging factor: you must know some information about the recipient in order to deliver information that is unique to them.in the case of Account-based marketing, You must also understand each recipient participating in the procurement committee.

This knowledge is based on data or more specifically, based on quality data. Just because I know your name does not mean that I know you. Just because I grabbed your content consumption data from shopping sites doesn’t mean I know what you’re currently buying.

To deliver a personalized message, you first need to know information about the recipient. This requires high-quality data, @Robert_Rose said via @CMIContent. #marketing personnel Click to tweet

Collecting data carefully and thoughtfully and using it wisely is the core of greatness Personalized strategyThis is what separates mail merge personalization from true personal content.

This is content marketing-where it develops content Valuable to our consumers-come in.If we collect our data and start to really knowledge Customers, we can start using technology to provide them with a better and more personalized experience.


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What type of data do you need

First party data It is a real prize for personalization and account-based marketing. You need to build a powerful first-party data repository and inject it into three different categories:

  • Explicit data, You directly request to help you establish a deeper and more trusting relationship with your customers, which you can transform into a more valuable conversation with them about their beliefs and preferences.
  • Default date It is the behavioral insights that you indirectly observe. This is to observe their behavior on your website and add it to their profile.Implicit data helps you develop Empathy And determine their intentions so you know when (or if) you start selling products to them.
  • Environmental data Enable you to better understand customer needs.This data can tell you how personalise And differentiate your brand’s content products, for example, decide to provide customers with snow coats instead of sun hats based on their current location.

@Robert_Rose said via @CMIContent that explicit, implicit, and environmental first-party data allows you to create a powerful and personalized #content experience. #MarketingMakers Click to tweet

It is the combination of these three types of data that makes you a restaurant owner—know your customers, know them, and you provide content prepared in advance to make them feel that they have delivered personal experience Made for them. When our audience asked: “How do they know I need to see this now?” That’s when we won.

Hear more from Robert Rose He will participate in the world of content marketing with other industry experts from September 28th to October 1st, both virtual and face-to-face. Register today. Use code CMIBLOG100 to save $100.

Cover image courtesy of Joseph Kalinowski/Content Marketing Institute

Author: Robert Rose

Robert is the founder and chief strategy officer Content consultation, The education and consulting group of the Content Marketing Institute. Robert has worked with more than 500 companies, including 15 of the Fortune 100. He provides content marketing and strategic advice for global brands such as Capital One, NASA, Dell, McCormick Spice, HP, Microsoft, and the Bill and Melinda Gates Foundation. Robert’s third book—— Kill marketingCo-author Joe Pulizzi (Joe Pulizzi) is called the “book that rewrites marketing rules.” His second book-“Experience: The Seventh Era of Marketing” is a best-selling book, called “Monograph, Calling Marketers to Lead the 21st Century Business Innovation”. Robert’s first book, Manage content marketing, It took two weeks to rank among the top 10 marketing books on Amazon.com, and is often considered the “user manual” for the content marketing process.You can follow him on Twitter @Robert_Rose.

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