One-to-one marketing is not new. Successful radio broadcasters have leveraged this form of communication for almost one hundred years. As the Radio Association of Broadcasters Users Guide notes, “Most people listen to radio on their own in their own personal space such as the car, the kitchen, the bedroom etc. When they say it on TV, they’re saying it to everybody, whereas when I hear it on the radio they’re saying it more to me personally.”
Just like radio, this is how the Internet works today. While surfing the web, a one-to-one message is targeting a specific audience group. That message is further refined with each click to the individual level as specific content marketing strategies for top sites are being personalized for each user.
Four trends will continue to support this ongoing growth of one-to-one content marketing on the web for many years to come:
The one-size-fits-all marketing broadcast from the 20th century is not relevant in this era of social media. Take note of how many Super Bowl and Olympics commercials on the broadcast networks encourage viewers to engage personally with the brand. Customers are individuals and do not want to be treated like masses. That was how TV broadcasts used to work. Today, top brands treat individuals as they are and address their own unique sets of wants and needs. Just follow the conversations brands are having with followers using hashtags seen on these television commercials. By its personalized nature, one-to-one marketing via social media fulfills this desire to have each individual’s voice be heard.
Personalized direct marketing will only increase. Despite all the time saving devices, shoppers are more pressed than ever for time. Personal content marketing will continue to grow to meet the needs of customers who don’t want to wait in long lines or sit in traffic. They seek to make quick purchase decisions. Crowd sourcing product recommendations through “customers who bought this also bought this” algorithms cut to the chase and streamline the web shopping experience.
Consumers will freely share the brands they are loyal to with others. Shoppers love the perks they receive from brands that reinforce a unique value proposition during every purchase occasion. One-to-one marketing techniques used by eCommerce marketers today focus on discovering a brand’s best customers and reward them frequently for their loyalty. Who doesn’t share news of big discounts received or memorable experiences?
Mass-media approaches will decline. With advances in business intelligence gathering, market research analysis, and database mining technology, marketers will be able to engage customers personally in ways never before imagined. GPS tracking, geo fences, and instant messaging will provide potential customers with the right message, at the right moment, at the right location. These technological advances will offer one-to-one marketers a more cost-effective way to reach customers as businesses continue to personalize their messages.
While most decision-makers realize that one-to-one communication opens the door to revenue, knowing which technologies and human resources are worth investing in to make your marketing plan successful takes wisdom. The number of companies in the content marketing space has more than doubled in the last couple years. This rapid growth was sparked by Google’s Panda update in 2011, which emphasized quality content and continues with the 2013 Hummingbird update. While there have been abuses to guest posting for SEO back-links, which Matt Cutt’s addressed in his January 2014 post, “The Decay and Fall of Guest Blogging for SEO,” marketing with a targeted message in mind will continue to thrive in blogs, social media, press releases, video and on your website. Investing in quality content creation continues to be an integral part of one-to-one marketing success.