Mass Segmentation is losing its popularity to Micro-Targeting. Is it? - or is it evolving?
Along with the rise of social media platforms, personalisation is becoming more and more a trend to digital marketing. As goes the saying, “To each, his own” holds true from the consumers’ perspective. People are no longer satisfied with what’s available in the market. Instead, there is a constant need for their voice be heard by businesses out there. Customers have changed, and so have their ways of selecting brands and products. Those who are fast to reach out wins the game. Those who listen and adapt to consumer individuality are likely to stay.
What exactly is Micro-Targeting?
On the bigger picture, micro-targeting means delivering highly-targeted communications across multiple channels with the use of in-depth data and marketing automation. Segmentation remains a relevant idea though and the core task for marketers. From identified segments, they can narrow down to targeting leads by analyzing their customers with the help of data. For the most part, micro-targeting is essentially understanding clearly what customers need whether expressed or untapped; fulfilled or not. It is the same data that brands can use to refine their current product line to address marketing potentials based on consumer analysis.
How does Micro-Personalization work for businesses?
There is such a thing as “buying journey.” By leveraging big data, brands can observe the buying behavior and patterns of their target audience and strategize. The presence of marketing analytics tools like Google Analytics, Mixpanel, Woopra, Lattice, to name a few, makes it possible to generate real-time data that can be used to tailor-fit more effective marketing campaigns that translate to higher conversion rates.
Ability to Develop Unique Relationships
The degree of expectations from customers has so much grown with the individual mindset. Micro-personalisation gives brand and marketing professionals the chance to engage their target customers, develop unique experiences and meaningful relationships with their audience. This is best achieved through empathy - showing understanding of the challenges that customers face and offering ways to resolve them. In turn, all these contribute inputs in coming up with the effective marketing campaigns to produce tailored offers that suit your audience.
Adapting to Customers’ Context
Knowing your customers’ challenges, their preferences, how they want to be treated and where they hang out allows you to address them on a personal level, be where they are and engage more with them. This allows you to introduce your brand, what you can offer, and how else you can improve their experience with your brand - yes, customizing your brand by co-creating with your customers. This involvement gives them a great sense of importance.
Your audience’s response will fuel your imagination, and your creativity is the limit. The possibilities are endless with micro-personalization. All these experiences create strong and meaningful relationships and maximizes your returns from micro-personalized targeting.
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