Developing Marketing Strategies that Drive Results

When you consider that 37 percent of executives say that 25 to 75 percent of lost sales are directly related to a lack of engagement, the results from personalizing your content can be impressive.

Delivery of content is not the issue, relevance and context must be understood to serve as the foundation for dynamic marketing in real-time environments. This is true for customer retention and the development of company advocates across the entire customer lifecycle, as well. Radical relevance requires that marketers look beyond the campaign approach of one-off, unrelated interactions with buyers to a continuum approach that builds engagement.

The traditional approach of one size fit all content is the basis of ineffective nurturing. Stop thinking “features” and “benefits” and start recognizing exactly what frustrates, exasperates, and stresses your market and prospective customers. You need to know what pains, needs and problems they have, so you can empathize with them and demonstrate that you “understand” them, and can “relieve” them.

I believe the way marketing should pursue is going back to basics. Instead of focusing on hypes marketers must go back to a customer centric approach. Website visitors who see content based on what the business already knows about them convert three to 10 times more than non-personalized content viewers. Those are the kinds of numbers of which all marketers dream.

I suggest you should consider adopting adaptive content techniques to improve your marketing return on investment. Our experience proves that Ad Personam Web, can, on average, assure seven times more clicks and filled forms, than a traditional marketing campaign.