The marketing game in modern times has substantially changed from how it was in the past. While previous marketing channels involved ads on billboards and bus stops, or commercials on the radio or TV, in modern times, everything has transitioned to online platforms. During the COVID-19 lockdown period in many countries across the globe, many businesses had to transition to online marketing since customers had begun to embrace online purchases as opposed to going to physical stores.
As a result of the convenience of e-commerce, the appeal of online marketing has continued to grow even after the COVID-19 lockdown protocols were lifted.
As with all kinds of marketing, the aim is always to appeal to a more extensive customer base than competitors. Traditional forms of marketing have achieved this to some extent. However, online marketing has revolutionized how companies can reach their customers effectively on an individual basis.
Here are some of the strategies online marketing uses to target customers individually.
1. Market Research Tools
For a company or a business to target its customers individually, it has to ensure sufficient insight into the possible customer base. Gathering and analyzing such information in an actionable way requires proper market research. Online marketing provides a lot of critical insight into the attributes different customers have in the process of market research. Businesses can identify their customers’ practices using tools, such as Customer Relation Management software, to develop appropriate marketing strategies for them.
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Remember, individual or targeted marketing can only work with such information. This is because the information guides the choices made by businesses in developing marketing strategies and products that meet their customers’ needs.
2. Consumer Tailored Language
Through online marketing, it is possible for companies to directly target their customers by using the language that the customers are accustomed to. Different demographics tend to respond positively to different language and marketing techniques.
For instance, local businesses in Lo Angeles may extrapolate tools and strategies for online marketing in Orange County to target audiences. Besides, companies must use language that the consumers respond positively to and are accustomed to actively and effectively market to them.
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The choice of language to use in a marketing campaign significantly impacts the campaign’s effectiveness. For instance, younger audiences relate positively to pop culture references, including references to popular movies and music. Using online marketing, it is possible to leverage this information in a way that increases engagement with the audience and relates to them on an individual basis.
Using generic social media listening tools that scrap popular phrases in different social media platforms can provide insight into standard terms among people of different demographics.
3. Customer Interactions
Online marketing has increased how businesses communicate directly with their customers. In the past, it was difficult for companies to engage with their audience and receive direct feedback. Communication was challenging and depended on customer letters or phone calls, many of which were delayed. However, in the current age of online marketing, customers can directly communicate with service providers and businesses through chat forms.
The information is not only crucial for the companies and businesses when it comes to developing new products and services but also shows the consumers that the businesses listen to them. While it is better to have a physical customer service attendant addressing the customers’ various concerns, chatbots give companies an edge since they can configure the bots to provide specific responses in different situations through machine learning. Remember, every interaction with a customer is a possible marketing opportunity.
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4. Social Media Marketing
In the current age, social media is one of the most used platforms for communication. In fact, 8 out of 10 people depend on social media and online platforms of communication to receive news on different topics. Considering how popular social media is in modern times, companies can use it to engage directly with consumers.
Having an active social media manager is very beneficial in tailoring posts that directly engage with the consumers. As customers continue to comment on the posts, social media managers can reply to the comments, increasing customer engagement. Similarly, customers can actively share their experiences with the products and services different companies offer, creating individual engagement between consumers and the company.
5. Triggered Responses
Triggered responses relate to the reaction an e-commerce platform could have to the specific actions a customer has. For instance, when a customer makes a purchase and inputs their e-mail, a triggered response could be the system generating an e-mail directly thanking the customer for the purchase and providing insight as to either using the product that has been purchased or how to make similar purchases. Another example could be suggestions for similar items whenever a purchaser adds an item to the cart.
Such triggered responses are facilitated by online marketing tools, which increase customer interaction with the company. Using triggered answers, online marketing increases companies’ engagement with customers individually. In the long run, this can help guide customer practices such as purchases, thus resulting in increased revenue and profitability for the business entity.
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6. Customer Retargeting
Online marketing increases engagement between companies and their audience by directly increasing customer brand interactions. When a customer goes to an online site to make a purchase, they usually pursue ads to check out the prices and the products themselves. In most instances, the first visit is hardly ever associated with the purchase.
As such, anytime a customer does that, the brand can engage with the customers through retargeting by directly reaching out to the customers via e-mail or targeted ads that increase the brand’s visibility concerning the specific product.
In the current age, visibility and brand engagement with customers determines the ability of the brand to permeate the market effectively. One of the best ways to increase customer engagement is by individually targeting them with information gathered from effective market research.
Using the tools supplied by online marketing strategies and platforms, companies can increase customer engagement individually, ultimately increasing their profitability and reach in the market. However, brands must adhere to digital privacy policies underpinning the various regions when engaging in online marketing to avoid tussles with law enforcement.