B2B marketing is becoming more and more competitive and noisy. Consequently, the efficacy of conventional channels and techniques has decreased, prompting business-to-business marketers to explore for novel approaches to enhance their audience outreach. Micro-targeting is becoming more and more common in this setting, greatly enhancing the way that marketers interact with consumers.
Leverage Big Data & Predictive Analytics
The emergence of big data has enabled hyper-personalization.
Data collection and analysis, such as past campaign outcomes, give insight into client habits at each stage of the purchasing experience.
Although predictive analytics is not new, big data allows you to identify your target audience’s behavior patterns. Tools like Google Analytics and Woopra will enable you to gather instantaneous information about customers’ behavior, transactions, spending habits, clickstreams, and more.
You may also evaluate data from social media, such as through comments, likes, and conversations with prospects. Predictive analytics using big data may help B2B marketers communicate with consumers more effectively, nurture good leads, and enhance conversion rates. Followerwonk, Audiense for Twitter, and Google Analytics are some tools that might assist you in evaluating social data.
On the other hand, working with massive amounts of data is a significant endeavor. If you’re overwhelmed by the volume of data, you can work with a representative sample to ensure high accuracy.
Unique Customer Experiences & Relationships
The recent paradigm shift in digital marketing reflects a movement in how consumers consume goods and services.
Customers expect brands to be relevant and honest. To satisfy their expectations, you must build genuine relationships with your audience.
Providing a robust and personalized experience is about acknowledging the uniqueness of each targeted individual and building a rapport with them. The way to achieve this is not by promoting your products and services but by demonstrating that you understand your customer’s challenges and how to help them overcome them.
Hyper-personalization allows brands to develop a profound understanding of everyone in their audience and use that knowledge to produce tailored offers.
Target employs a similar strategy with its standalone app cartwheel. It uses customer data from a centralized database and information such as current location and recent purchases to offer Target customers personalized recommendations, discounts, and more. Users can quickly build a shopping list (thus, allowing Target to learn even more about their preferences) by scanning the barcodes of products they need to replenish. Cartwheel’s success highlights the power of personalization in building strong customer relationships.
Communicate Offers to Customers’ Context
You need to take it beyond simple segmentation to achieve maximum results from hyper-personalization.
If the content is king, context is god. While communicating with your audience, it is critical to understand their context and how it influences their behavior and decisions. Context marketing uses situational information and visits history to determine the scenarios in which your communications are most likely to be engaged with or responded to.
When you take advantage of customer context, you can create a custom experience for each customer who engages with your brand. With the right set of tools and skills, you can start doing that from the customer’s first interaction with your brand…
Head over to the full article:
Originally published: A Refresher to Personalization and Customization: B2B Micro-Targeting Strategies
