Is Marketing Personalization the End of Mass Marketing?

September 17, 2015 Asaf Rothem

It seems like people have been writing about the “end of mass marketing” for over a decade now. It seems that most companies agree, with 85% of brands saying their marketing efforts are based on broad segmentation and simple clustering to execute in individual channels. Thankfully, more and more brands have stopped appealing to “everyone” anymore:

Is Marketing Personalization the End of “Mass Marketing”?

(Image source)

I think it is safe to say that mass marketing was never that good – more of the only alternative at a certain point in time – and that in general, personalization of marketing efforts is a good thing. As this practice increases in popularity, the world (of marketing) is becoming a better place.

Unfortunately, some companies struggle differentiating between what really constitutes personalization, what is just mass marketing 2.0 and which one their business is doing. To ensure you make the full move to marketing personalization, here are a few annoying mass marketing tactics you should make sure haven’t stuck around your marketing strategy:

Not Tailoring Your Blog: Blogs can no longer be seen as a single channel for your business to push content to your entire audience. With the average person following 5-10 blogs regularly, your prospects will not hesitate to remove a blog that doesn’t consistently provide them relevant information. Use content recommendations, categories and even separate blogs to make sure your content is getting in front of the right readers.

Sending Mass Emails: Companies know that spam is no longer an effective way to reach their audience, and that personalized emails improve click-through rates by 14% and conversion rates by 10%. However, simply sending out the same mass emails with the prospect’s first name in it is not personalization and it isn’t going to improve how they receive your content.

Only Using One Landing Page: Even companies that are putting out blogs every day and targeting their messages to draw in website visitors can have issues when it comes to finally converting those visitors through a landing page. Instead of relying on a variety of blogs leading to only a few offers and landing pages, these pages should be as tailored as your other content. That is why websites with over 40 landing pages get 12 times more leads than those with only 1 to 5 landing pages.

If you are guilty of any of these mass marketing tactics, it’s not too late for you. You can still turn your marketing strategy around and ensure you are putting out truly personalized content. Here are a few tips for how:

Custom Content: Reaching your audience through personalization requires more than simply collecting and regurgitating their first name and company name – it requires you to tailor your content to their specific interests. After you have segmented your audience, create each piece of content with a specific segment in mind and speak directly to their concerns.

Content Recommendations: Once you have content tailored to each segment, you will have a much better chance of being able to match each website visitor with the content most relevant to them. Instead of allowing them to randomly navigate your website, use content recommendations to point them to the blogs, landing pages and other content they will find most valuable to their interests and their place in the buyer’s journey.

Real Time Visitor Profiling: Making these recommendations as personalized as possible requires you to analyze your visitor’s actions and interests. Unfortunately, according to Experian, the biggest challenges with personalization are gaining insight quickly enough (40%), having enough data (39%), and inaccurate data (38%). Being able to pull together reliable data in real time is what will separate your marketing personalization efforts.

Even though mass marketing was declared dead years ago, its strategies and concepts can still creep into marketing personalization efforts. In order to make sure your personalization is truly connecting with your customers, make sure your solutions, analytics and content are all geared towards delivering an optimized experience for every visitor and not just the masses.

How does your company avoid mass marketing? Let us know in the comments below!

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