A noisy market often comprises a few key components: mass messaging, a lack of relevance, aggressive tactics, and too many options. Using personalization in marketing, the act of creating tailored marketing content catered to the needs and wants of an audience may be one answer to connecting with consumers in a crowded marketplace.
AnnMarie Wills is the co-founder and CEO of Leverage Lab, a first-party data consulting firm. With more than 20 years of experience, AnnMarie has worked with forward-thinking businesses around the globe that believe in the power of first-party data to create deeper relationships and new revenue opportunities with every connection.
Today, we discussed how personalization appeals to consumers and why relevance outweighs generalized content. Starting the conversation strong, we began discussing consumer expectations and how they differ from what’s being provided today.
“Very often marketers spend their time and energy really focused on delivering campaign messaging around their own schedule,” Wills said. “What we’re really seeing in the marketplace and the shifting of consumers is that consumers are expecting to get a really personalized message.”
For Wills, personalization is a matter of relevance. How a consumer behaves when interacting with your brand (what they purchase, browse through, and spend their time on) is a reflection of what they find relevant. It’s also data that can better inform your messaging and strategies.
Wills also discussed the importance of recognizing the value held by customers and what it means for the betterment of your brand.
To learn more about how personalization can cut through noise in the marketplace, listen to this episode of Market With Me Quikly on Spotify or Apple Podcasts.
There are just a few more episodes until Season Two comes to a close. Catch up on the first six episodes and follow along as we continue our journey through marketing and consumer psychology.
