Developing Data Driven Personas – #omsummit

A post from Katherine Watier, VP, Online Strategy and Market Insights, Ketchum

While our online experience as Americans began to be personalized in 2008, in this next year the level of personalization will be even more prevalent, even more personalized. As marketers we cannot assume that our old school tactics are going to be successful in breaking through the personalization filter.

According to Avinash Kaushik, good marketing campaigns used to be judged on how large your bullhorn was and how often you yelled at your customers. Those tactics no longer work. Every one of your customers is being presented with an online experience that whether overtly or proactively is personalized for their demographic, their online behavior, their online connections, their previous searches; the list goes on and on.

Below are a few elements of personalization that you are encountering now as a marketer and that will impact the effectiveness of your marketing campaigns in even more ferocity in 2013.

To learn more about how to develop tactics to ensure that your marketing messaging reaches your target online audience, please join my session: Understanding your Customer is Key to Getting through the Personalization Filter at Online Marketing Summit this February.

In 2013, your communications programs will be more successful knowing how personalization is impacting the distribution of your marketing.

Various elements impact the effectiveness of your marketing message reaching your end consumer. These personalization filters include (but are not limited to):

  • Geography
  • the keywords they use to find information online
  • their social networks
  • their search and online reading behavior
  • their social connections
  • the marketing channels that they frequent and when they frequent them

In 2013, you need to cut through the chaos of multichannel coordination

Most of us are multitaskers. Seventy-seven percent of us watch TV while surfing on our tablets or phones.

Companies that don’t coordinate their messages cross channel will be at a disadvantage because customers will notice. No longer can you hire one agency to run your TV who is not talking to your firm who is managing your social media efforts. Those types of campaigns will be ineffective at reinforcing your brand message (and brand recall) with your consumers.

Cross channel coordination includes social media engagement. All brands in 2013 regardless of the industry need a social campaign supporting their online marketing outreach efforts. For instance, every website can benefit from the search engine indexing “bump” that social “like” buttons create on your site, and from the social signals generated by them.

In 2013 you need to earn your customers’ attention

Have you thought about whether you are providing content to your consumers that would encourage them to follow you? Or visit your website? Or sign up for your email newsletter? Marketers need to think about what they are you going to give their customers to entice to engage with you. Time is a precious commodity. Why are they going to devote some of their limited time to your brand?

In 2013 this includes their mobile phone

Mobile marketing was actually critical to most industries in 2012, but if you have not yet created mobile landing pages to capture your mobile consumers, the time is now.. Google has announced that they prefer to provide mobile landing pages for mobile searchers. Do you know how many mobile searchers who are looking for your brand or service?

Remember when TIME magazine’s person of the year in 2005 was “you”? In 2013, it is still all about “you”, but in 2013, Google will work to eliminate your effort of proactively crafting that experience. Facebook already has by utilizing their EdgeRank algorithm to only show you information that they know you will interact with.

In the near future the search engines, social media platforms, and mobile apps will know so much about you as the individual that they will predict what you are looking for before you even search. So as marketers, we need to find a way to develop relationships with our customers that will ensure that we are recommended before they even ask for our services.

Come join my session to get a crash course in online personalization and tips for how to narrowly define your customer so that you’ll be recommended to them regardless of their personalization filter. Attend Online Marketing Summit to meet and collaborate with like-minded digital marketers.

Looking forward to seeing you there!

Katherine Watier