Why One to One Marketing Campaigns Are the Future of Digital Marketing
- May 13, 2021
- By Ellis Edwards
Gone are the days when you could walk into a store and be greeted like family by the owner—but you can give your customers that same feeling with one-to-one marketing. Marketers have access to more behavioral data than ever, and with the right tools, you can use it to create a more personalized experience for your customers to keep them engaged.
What is one-to-one marketing?
The one-to-one marketing definition is simple: It’s a marketing strategy focused on providing a personalized experience to your customers. The personalization factor of one-to-one marketing is by no means a new concept in customer relationship management, but as technology continues to evolve, so do campaign strategies.
One-to-one marketing is about making sales to all of your customers one individual at a time. By using personalized marketing, you can make each of your customers feel like they’re your top priority, which leads to improved customer loyalty and a higher ROI for your marketing campaign.
One-to-one marketing vs. mass marketing
Mass marketing targets as many people as possible, typically focusing on building brand awareness rather than making sales. The exception to this is companies that provide a service that almost everyone needs, like ones in the telecommunications industry. After an up-and-coming business gains traction, they tend to move toward one-to-one marketing—here’s why:
- There’s more competition than ever. It’s difficult to attract new customers through mass marketing when competitors are constantly targeting the same people as you.
- One-to-one marketing increases customer lifetime value. Personalized marketing helps customers feel that your brand hears and understands their needs
- Personalization is profitable. According to Harvard Business Review, when you’re transparent about the personalized ads you’re sending, click-through rates and revenue grow by 11% and 38%, respectively.
- Obtaining customer data is easier. According to a study by Smart Communications, 61% of U.S. consumers will share data with a company to receive more personalized content and communications.
Examples of one-to-one marketing campaigns
Let’s take a peek at some examples of different types of recent one-to-one marketing campaigns.
Grammarly’s personalized weekly emails are a great example of successful one-to-one marketing. The company sends out weekly reports showing how the user has improved in different areas, like vocabulary and grammatical accuracy. It also provides insights on how users can benefit by upgrading to the premium version.
DoggyLoot, a company that sells dog treats, toys, collars, etc., asked their subscribers questions about their dogs when they opted in to receive newsletters. Now, when they send out emails, each one is personalized based on the size and disposition of the customer’s dog.
You’re probably familiar with Coca-Cola’s one-to-one marketing campaign “Share a Coke.” They printed popular names on their bottles and cans, creating a marketing strategy that went viral. Now that’s personalization.
Boca Java started segmenting their emails based on how much coffee their customers order. After doing this, they sent out emails offering a discount on three-packs to various segments. They then used the results to gain insights into how to better personalize their offers to each segment.
Personalize your one-to-one marketing campaigns
With the number of ads customers see each day, why should they pay attention to yours? According to Statista, 90% of U.S. consumers are annoyed by messages that aren’t relevant to them. Here’s how you can use your customers’ behavioral data to personalize your one-to-one marketing strategy:
Create focused content
One-size-fits-all content does not work when it comes to modern marketing. While you can’t always send a 100% personalized message to every single customer, creating content based on buyer personas and segments can make each customer feel like they’re receiving their own personal email.
Speaking of segments . . .
Personalize beyond segments
Customer segmentation can help your one-to-one marketing strategy in a broad sense, but there’s much more to it. You need to be thinking about what your customer wants right now. Successful one-to-one marketing and personalization means using their real-time behavior to deliver relevant experiences based on their immediate needs.
Speaking of real-time behavior . . .
Predict customer intent
With machine learning and artificial intelligence, you can take personalization a step further. By using the right customer data platform, you can go from reacting to your customers’ behavior to predicting their next actions. Lytics’ proactive software analyzes customers’ behavioral data to create effective strategies designed to keep them engaged.
One-to-one marketing solutions
One-to-one marketing is the future of digital marketing. Enhance your personalized marketing strategies with Lytics—the customer data platform built by data and backed by data science. Engage your customers with one-to-one personalization to increase their lifetime value and boost conversion rates.
Get started today to take your personalized marketing campaigns from proactive to predictive with Lytics’ one-to-one marketing solutions.