8AUGUST 2021KEY INGREDIENTS FOR PERSONALIZED MARKETING SUCCESSBy Darren Taylor, Senior Vice President of Digital, FleetPrideMarketing technology does wondrous things. In our day-to-day lives we all experience the marvel of this, often without even realizing it. It can range from personalized emails to suggestions from Alexa about what shows to watch with our children on Netflix. It has come to our kitchen and soon will be in our cars. Or it could be what we see when interacting with our friends on social media or what is news as we are on our way to vote.Amazing marketing experiences maybe powered by technology, but in order to develop a successful, highly targeted and customized marketing campaign, your experience must first befueled by some key ingredients to ensure success.Size the prize: Start with the why and do this with the CFO and others who are responsible for marketing or selling your products. Do it in terms they understand, like "growing new customers" or "growing share of wallet." It could be that your co-workers call it "growing the number of product lines" or "retaining customers." Whatever your business purpose is, be sure to align what you are doing to simple, measurable business goals. This will provide you with the necessary resources to make this happen, and help you prioritize where to aim.It's imperative that you design marketing communications experiences that your customer would want. Make sure you design them so that they will understand why they are receiving your message, and how they will recognize that it's immediately relevant to them.Focus on data: Nothing can be done without "data, data, data." It could be basic contact data or sophisticated GPS tracking, or what accounts and products they buy and don't buy. This is the most important and most overlooked aspect of a great automated marketing experience. As data can be used to create a highly customized and personalized experience, make sure the data is good, relevant and will scale over time.Engage the stakeholders: Lead marketing technology programs as a cross-functional initiative, not a marketing project. Find ways to get branch stores and salespeople involved with items such as priorities, goals, and and advice on how to put things into operation. Ask for feedback. Plug in your category managers to help prioritize keywords and product Darren TaylorIN MY OPINION
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