Overview of One-to-One Marketing
One-to-one marketing has evolved. The 20th Century’s “one size fits all” marketing method of choice was all about mass broadcasting an advertising message to a mass audience of thousands of prospects with the hope that something sticks. Today’s marketers are focusing on the individual, identifying people who are “in the market” and delivering a specific message to those targets individually on a one-to-one marketing level – also known as the Account Based Marketing approach.
Appealing to Individual Customers
For decades, marketers have been focusing more on audience segmentation, grouping people based on demographics and behavior. As we move away from mass media to personalized media, these audience segments can now be refined until they reach a single person.
The more you know about a person, the better you can target them in a personalized way. Many people now expect to receive a personalized experience from the companies they transact with. Every individual interaction with your prospects matters, from the beginning of a customer experience via generating awareness, to the feedback loop of engagement. Connecting data at the individual customer level is vital for providing seamless experiences and products or services that convert.
The Future of Marketing is Hyper-Personalization
With all the advertising and content that consumers are exposed to, achieving the required return on investment (ROI) from your marketing message is becoming more of a challenge. Based on the experiences our customers and partners have shared, the best way to drive the interest of your next customer is through a well-timed, relevant, and personalized message. Personalized marketing creates increased customer loyalty and better return on marketing investment.
Why One-to-One Marketing Works
One-to-one marketing takes the customer relationship management (CRM) data you provide and lets you segment, activate, and measure on that data to maximize reach to your high-value customers.
Benefits of One-to-One Marketing:
Generate lift: Increase conversions by delivering more relevant messages to each audience segment.
Extreme segmentation: Ability to create micro-segments that target each customer uniquely.
Measurable results: Easily measure the impact of marketing campaigns on sales through matchback analysis.
Using Data to Improve One-to-One Marketing Strategies
Many advertisers have been slow to adopt one-to-one marketing strategies because they believe it is time-consuming and difficult to scale. Existing cookie-based solutions are difficult to integrate due to technical limitations and data privacy laws. Fortunately, technology is making one-to-one marketing easier than ever. The biggest advance has been due to data-driven marketing. By onboarding offline data and combining that with precision geo-location knowledge from El Toro, marketers can extend their digital reach and achieve more measurable results.
One-to-One Marketing with a Company’s Platform
One-to-One marketing is the new approach taken by marketers for improving marketing efforts by actively tracking and responding to consumers. This means consumers can have a more flexible consumer journey, while still remaining in the marketing funnel. The journey could feature events, a company website, social media sites, emails, and other forms of content, allowing you to cater to their individual marketing needs. To run a successful campaign, companies can use existing data to understand consumer wants and needs.
Strategizing Your Next Marketing Move
Having the ability to target people who you know are interested in your product or service can only help improve results. Understanding your core consumer will take you a long way when it comes to adapting to today’s 1:1 marketing. Maximizing your ad spend effectiveness should be one of your main goals, so why not hyper-accurately target those that you know would be interested in your product?
Takeaways From A Campaign
As Martech refers to in their article on adaptive marketing, learning about and engaging with consumers throughout a campaign is one of the most effective ways to use advertisements. One-to-one marketing and adaptive marketing go hand-in-hand. Using the campaign data this provides will help companies make more informed decisions and personalize the customer experience. Growing a marketing database can help increase consumer engagement, lead to a more effective marketing budget, and develop a better profile of your customers. Using these data points will, in turn, make it easier to acquire new business, measure return on ad spend, and target key market segments. The one-to-one marketing lens will help you understand your market segment needs.
Where Does El Toro Come In?
Incorporated in El Toro’s product line is a unique theme of one-to-one marketing. This allows marketers to focus on relevant individuals rather than the masses. Catering to consumers on a more accurate level has led to an increase in conversions by of delivering unique messages to consumers. To prove that it works, El Toro does a unique analysis called MatchBack Analysis. This allows El Toro to look at a company’s total conversions and see who was targeted in that conversion group. A company can now reach millions of people with unique messages through El Toro’s patented technology. El Toro offers a simple but powerful way to connect your customer data to leading media platforms to target audience segments across channels and devices. Now you can reach millions of customers with one-to-one marketing messages at scale. Getting people engaged in a product or service is one of the main goals of a marketing campaign. Why not use El Toro and understand your Return on Ad Spend (ROAS)? To learn more, please contact us.