Personalized Marketing is What Consumers Are Looking For
Marketing has come a long way. From the mediums currently made available to the tactics marketers use to engage consumers, marketing is one of those industries that seems to be on a quick and constant evolution. What’s possibly been most interesting in the recent turn is that consumers have become much more aware of marketing strategies. They recognize when they are being sold to, understand their options, and make far more calculated decisions than in years prior.
This newfound perception has forced another shift in marketing, and that is the dawn of personalization. No longer is it OK to herd all consumers into a single demographic and expect any kind of real engagement or results. Consumers want to be spoken to like individuals, and direct mail offers the perfect platform to make that happen.
No More We
One of the titles Millennials have been given is the “me generation,” in light of their seemingly constant need for attention. When it comes to being marketed to, however, all generations have an increased sensibility of what they want and how they want to be approached. Obviously, Millennials are the poster children for this, but research by Yahoo! has shown that Gen Xers (age 35-55) also connect much better with personalized branding, and Baby Boomers are at the age where they have to be particular about what they purchase.
Marketers need to take serious note here. Over 75% of those surveyed in a recent Autopilot report show better response rates to personalized marketing. Nearly the same percentage of consumers, approximately 72%, get frustrated with generic marketing attempts. These are not subtle signs that consumers want personalization; this is a scream for marketers to understand who their audience is comprised of as individuals.
Direct Mail Makes Sense
What has naturally always been one of the best assets of direct mail is the fact that it is extremely personal. With all the benefits of the digital marketing revolution, it still doesn’t compare to the sensory perceptions made possible with a focused direct mail campaign. Consumers are able to feel the piece of mail they receive, which is personally addressed to them at their residence. They engage with the mailer on a higher frequency and don’t feel forced to read the piece right away.
But just because direct mail is more personal by nature, it doesn’t excuse you from taking the time to do the work beforehand. As a marketer, you must develop a detailed description of your potential consumer and create pieces that speak to the precise needs of those consumers. Once that is accomplished, direct mail is allowed to do what it does best—engage the consumer.
Macromark has been facilitating direct mail campaigns for close to 30 years. We understood personalization long before this current trend and have been part of leading many successful marketing efforts with personalized pieces at the forefront of the campaign. Visit our web site to learn more about what Macromark can do to ensure your next direct mail campaign is right for your target audience’s individual needs.
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