Shifting from Macro to Micro

Without fail, every morning from about 3 – 6 am, my cell phone buzzes. New email alerts. And every morning, on my morning train commute I check my email by scrolling through 50 – 100 emails from various brands that range from sales to promotions, etc. The emails that stand out me the most are the ones that include my name. More and more, marketers are started to personalize their messages to consumers.

This trend has reared its head more recently. Before, companies were more inclined to throw out a net with generic emails to see how many fishes they could catch. This globalization approach to marketing has worked; we see it with ads that range from TV to print that seem to speak to the masses. However, new tools are in place that allow for marketers to track our interests and behaviors online. Analysts predict a growing number of companies to adopt a consumer-centric approach in order to win customers’ hearts, leaving behind indelible impressions. Personalizing the customer experience is instrumental in creating a trustworthy brand that people can repeatedly return to. This helps with creating brand loyalist and shows customer appreciation. It exemplifies that extra touch of writing a “thank you” note and mailing it versus a text or email that expresses similar sentiments.

Personalized services and ads have been around a long time, especially when dealing with small businesses. I remember shopping with my grandma and the pharmacists and local grocers knowing her name and saying “Thanks again and we’ll see you next week, Winnie.” Larger companies and brands are adopting that “small business” mentality to engage and personalize messages to its customers.

Although, shifting from a macro approach to micro approach may not be as well received from a consumer standpoint. Let’s see what consumers are saying about receiving personalized ads and emails:

Mass-Marketing-Versus-Personalization-Monetate

At a high rate, consumers, myself included, prefer to receive communication that is specific to their trends.

Do you prefer to receive personalized communications from companies?

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2 thoughts on “Shifting from Macro to Micro

  1. KB2175 February 24, 2015 / 1:13 am

    I would prefer to receive personalized communications as it shows that brands and companies are showing an interest in me as a customer and appreciative of my shopping preferences.

    Personalization also leads to introducing customers to new products they might not have been aware of or considered otherwise. I think most people would prefer a focused email instead of a generic/repetitive/mass email saying “Sale…15-30% off”.

    Like

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