In a previous article, we discussed some effective digital marketing strategies to help you succeed. Particularly, we discussed crowdsourcing. In today’s article, we will discuss segmenting and customizing messages. But before that, we would like to take a deeper look into digital marketing first.

What Is Digital Marketing?

Digital marketing is basically traditional marketing, but it is incorporated with digital strategy and expression. When it comes to digital marketing, you need to think beyond just one tool or just one channel. The internet is not a new discovery, but it sure does offer a lot of new stuff for marketers, corporations, and brands to utilize. 

With today’s technology, it is now easy and virtually more affordable for marketers to reach out to the masses, iterate their message, collect feedbacks and build relationships. The technology allows customers to constantly explore new stuff digitally. Additionally, it allows marketers to connect with their customer base more easily and frequently. 

The term digital does not only refer to just a set of marketing channels. It is also a different way of thinking about how the masses engage with media, an insight into how they engage with each other and the world around them. 

Indeed, it is a broad term with a lot of meaning and a lot of use for marketers. For instance, digital enables marketers to segment their audience and customize messages in a more valuable and measurable way. ‘

As previously mentioned, digital offers a lot of new information available, combine that with the human nature’s inherent desire to contribute and the user-friendly technology available today, you get a brand new rewritten rules of engagement. The rules of engagement for the marketing world has now changed.

Nowadays, people are not just passive consumers anymore. They now have the power to publish their opinions and honest thoughts digitally. They are not only publishers, but they are also editors and commentators. 

Most of the time the conversation consumers put out is multi-directional and not started nor controlled by brands. So, what can you do to ensure that you get a positive result from your consumer base?

If you answered “by means of a great digital marketing strategy”, then you are spot on, my friend! Yes, that is right. A sound digital marketing strategy can make or break your business in the online world. 

Great Digital Marketing Strategies

One of the ways you can create a great digital marketing strategy is by segmenting your audience and customizing messages. This is often overlooked by many marketers, but it is one of the most important strategies out there.

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Why is this strategy so important? Well, for one, there are a lot of ideas about niche communities, influential media personalities out there. The fragmented attention span of the consumers is also an enemy for marketers. 

In able to capture the attention span of everyone you target digitally, you need to gain the ability to segment online audiences and customize the messages they see. So, how exactly do you do this? Well, first, let us take a look at what segmenting and customizing means. 

Segmenting Messages

First, let’s discuss segmentation. It is the process of taking a single, general audience base and dividing it according to specific groupings or characteristics. For instance, you are marketing for a group of parents. You may want to segment your audience between moms and dads, what age their children are, the type of household and etc. 

Once you have segmented your audience, each segment or group can now be targeted differently depending on what they need from your brand. For instance, you are running a digital campaign for a bank. Banks serve a wide range of customers. However, it does offer different services that may resonate well with different segments so segment the audience between young high-income earners, retirees, business owners and etc.  

The digital world now offers an abundance of user information. It also offers the ability to target users based on their information, of course, the availability of technology for creating and managing large databases. 

Through segmenting your audience in digital marketing, you can reach a wide range of communication channels depending on your customer’s preferences and needs. Again, you should not focus on separate channels, but you should pay attention to how digital channels can enable and work with the strengths of what may be considered as ‘traditional’ marketing media. Traditional includes TV or billboards. 

In today’s world, the digital part often plays the role of a bridge for customers between different marketing media. This allows the customers to respond to a broadcast message on TV by bringing it up through a social media property. By doing this, the customers can obtain a deeper, richer and more interactive brand experience. 

Customising Messages

After segmenting your audience, the message you want to send or relay to them can also be customized. With today’s technology, it is now easy to create customized templates for your audience segments. The necessary information and a wide range of digital tools are now available for easier customization. 

Customizing your messages can be as small as adding your customer’s name to an email greeting, or maybe do something big like tailoring the whole email for a specific person. Some create templates where the email or message greeting is already set to change depending on the customer’s name. 

You can also use templates to show a customer’s full buying history, their connection to your brand and their interactions with the brand. It’s the little things like these that make the customers feel extra special when they receive a message from you.

Take Amazon, for instance, the billion-dollar company provides product recommendations to their users based on the items they have brought previously and similar products purchased by others.

Providing customized messages can help make your audience feel like they are an important part of the brand and a huge part of the community. In return, it helps create brand loyalty and long-term relationships with your customers. 

Utilizing this digital marketing strategy has a lot of benefits to a brand. Be sure to stay tuned into our website for more tips!

© Image credits to Nick Collins

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