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The Personalization of Message in 360 Degree Marketing

360 Degree Marketing is a great way to surround customers with marketing messages. No matter who and how consumes content, you can reach him with your message. If you want this operation to be successful, the message should be personalized. The time when one message delivered through different ways to one big human mass, is over. Meet customer empathy – the new king.

Customer empathy is useful not only when it comes to building user experience and user interface (UX/UI). It’s also necessary when it comes to designing marketing messages. The 360 Degree Marketing is an excellent tool to show that your company cares about the customer and delivers products and services that he needs and deserves. How to make it happen? You need to understand your customers. In the previous article, I described ways you can reach the client. Now let’s take a moment to understand what it means to personalize the message.

  • Internet pages and search engine marketing (SEM). It’s one of the easiest ways for personalization. At the same time, it’s the most crucial from the brand’s image point of view. The wrong design of the message, based on wrongly handled communication channels, or based on wrong data, can put your image at risk. As a result, it contributes to temporary or permanent loss of trust.

For the personalization to be effective, you need to use tools for brand monitoring. They help you find posts and articles about your company anywhere on the internet. Everything someone has posted is logged into the system and helps in identifying the meaning – is it positive or negative? Is it based on the relationship with a brand or a brief contact? A great personalization tool is a newsletter. A good idea here is to create a product newsletter, per product category. Someone who wants to buy a lamp, will probably not be interested in a vacuum cleaner. A person interested in taking care of a puppy will not be interested in taking care of a sled dog. Properly introduced and integrated with already used tools, 360 Degree Marketing techniques ease the pain of marketers around the world.

  • Direct marketing. In this type of contact with a customer, the first impression is most important. No matter if it’s email marketing or a phone conversation. You have to remember that on the other side there is no customer or a quarterly report’s element. It’s simply a human being. The ability to construct a mailing campaign, event cold emailing, and the ability to naturally talk to people, can be a key element of a successful sale.

It’s about treating people like people. You have to give the consumer a time to get familiar with your offer or response to his reclamation. He has to feel your respect. You have to feel the other person and tailor vocabulary, voice emission, cadence and even the message itself. Scripts still work but they are a thing of the past. The future belongs to individual messaging.

  • Social media marketing. You can think that there’s nothing simpler than social media. With personalization, it’s a gold mine for every company. We know who the recipient is. We know where he is. We can identify him, track him, get to know him, have information about his job. This information can be linked with other data, coming from different social media channels and available marketing tools for user identification. What can go wrong with personalization?

 The correct answer: everything. Personalization is not the best way to force-feed your message to identified users. Message personalization under 360 Degree Marketing is about empathy. What are the passions of this given person, a group of people, age category, a certain region’s population? Are fans of your brand have the same needs when they are in the 18-25 (young adults) category as the fans in the 25-49 year range? Probably not. So why we are putting them in one basket and offer the same, often tiresome and unbelievable, persuasive message? The best advertisement does not convince, it educates.

  • Interment advertising, AdWords. Perfectly crafted words are useful in more situations then you think. They can be used in more than memes and articles on portals. It’s useful when you want to get your message through in short form (landing page, Google AdWords). Talking about products this way requires the finesse. People don’t have time for anything today. Certainly not for another boring advertisement that doesn’t enrich their lives. An advertisement won’t put value in their existence but a high-quality product… that’s another thing.

 The whole thing is about creating a short text, graphic or even a movie for a product and not use only client data. It’s about using empathy. What you know about your own product and think is valuable, doesn’t have to be interesting for the consumer. He is the boss – design messaging while thinking of him.

  • Traditional advertisement (press, radio, TV). In the era of tablet and smartphone media consumption, streaming applications which people often use to listen to the radio or video streaming apps, you can think that traditional media are a thing of the past. Nope, that’s not how it works. Magazines didn’t die out because of the radio, the radio didn’t vanish because of the television. People just use media differently – what changes are dynamics and ways they do it.

You can’t personalize the message in traditional media. Yes, you can make an advertisement, targeting the population of 18-25 but these demographics don’t watch traditional television. Who will be then influenced by your advertisement? Instead of that, you can target parents. For healthy breakfast and dinners choices, for example. If you can’t reach your target audience, reach those who have a power of influence over them.

This is personalization in 360 Degree Marketing. It’s not only about surrounding with the message, but it’s also about synergy and force feedback between the tools you use to influence the customer.


Jarosław Ściślak

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