In old science fiction movies, the “brave new world”
was a cold, sterile place where computers were in control and people had
numbers instead of names. Instead, computer technology actually allows
companies to reach customers with ever-increasing levels of targeted,
personalized marketing. In fact, there may come a time when almost every
marketing message you see is created just for you.
Targeted, personalized marketing can be a powerful yet cost-effective tool to obtain new
customers. However, it can be even more effective in marketing to existing customers. Why?
The more you know about an individual, the more you can target your marketing to that
person, and you have much more information
available about your current customers than your
prospects. Customers appreciate and remain more
loyal to companies that remember their preferences,
purchase habits and personal information.
Go digital to reach individual customers
The development of digital printing has made it
possible to personalize direct mail, newsletters
and other printed pieces to the point of communicating with customers on a one-to-one
basis. For example, First Marketing’s Xerox iGen3TM digital four-color press, combined with
software called XMPie,® can create thousands of personalized communications — each
with completely different words and images depending on the number of variables. It’s now
possible to send completely personalized communications to each of your customers.
With today’s print-on-demand capability, digital printing also makes more efficient use
of your marketing resources. It greatly reduces document waste and the need for costly
storage of obsolete marketing materials.
Automate for efficiency
Marketing automation is also contributing to the cost-effectiveness of personalized materials. Online order management of marketing materials combined with print-on-demand lets
you manage materials efficiently and offers variable data printing for customization.
Channel Options, offered by First Marketing, is a Web-based technology that provides
a centralized source for your corporate marketing materials. It allows corporate
headquarters to maintain brand consistency while giving your stores, agents or
sales force the power to personalize their messages, photos and contact information.
Materials can be ordered from the Web site as needed and can include one-to-one
personalization making it easier to connect with customers and build long-term,
profitable relationships.
“You’ve got mail” … here’s how to use it
Internet communications are an excellent vehicle for personalized messages.
Permission-based e-newsletters can offer custom content according to the customer’s
lifestyle and interests along with sales messages tailored to the individual. Triggered
e-mails allow you to respond to a customer action. For example, the availability of a
new product or service that fits the customer’s profile or purchase history can trigger
an e-mail with a special offer.
Online, the XMPie software also enables these kinds of HTML and variable data
e-mails so you can do personalized print and Web campaigns simultaneously. In
addition, advanced programming can use data from profiles created by the customers
themselves to deliver completely customized content and offers based on the individual
interests of each customer.
Technology will never replace a hearty handshake, but by using technology to
personalize your marketing messages to customers, you can make them feel valued,
appreciated and loyal to your company.  |
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