The world of marketing has never been so competitive with consumers being overwhelmed by email, search engine and social media ads across different platforms and technologies. Message customization in marketing analytics refers to how companies and brands attempt to share relevant and thoughtful communications to end-users that offers value and personalization.
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Why Message Customization?
Traditionally, message customization involved simple things like adding a customer’s name to an email or automatically customizing their website ad content. Today’s busy consumers are getting more annoyed with aggressive pop-ups and push notifications, so organizations must effectively apply analytical data to ensure their brand messages are appealing and persuasive to each consumer.
Message customization increases customer revenue, engagement and acquisition rates. It ensures that consumers will receive the right recommendations at the right time and platform. Organizations that fail to leverage marketing analytics to understand how to customize messages will fall behind their competitors.
Segmentation vs. Customization
Market segmentation and message customization are interdependent concepts. Without understanding the target audience’s segmentation, marketing professionals will fail to accurately aggregate similar groups and understand their collective needs and demands. Market demographics and segmentation are generalized concepts for average user attributes and group properties.
Message customization takes the next step by leveraging data analytics to deliver individualized product offerings and service messages to current and prospective customers. Businesses that take advantage of both market segmentation and message customization insights will be able to craft the perfect message for each unique consumer.
Message Customization Categories
There are four standard types of market segmentation: behavioral, geographic, demographic and psychographic. First, the art of business is leveraging the insights of science to understand the actions of consumers. Forbes magazine states that consumer psychology is the key to crack the consumer code. According to Psychology Today, behavioral economics is the psychological study of economic decisions.
Second, people from different regions will have different tastes and requirements. Third, demographics relies on variables such as education, occupation, marital status, and family size. Fourth, psychographic focuses on lifestyle and personality, which includes personal habits, political attitudes and sometimes sexual orientation.
Generic vs. Customized
Generic marketing uses pseudo-personalization to send messages without consideration for buyer context, user behavior, and social media channels. The probability of consumer engagement, conversion and retention is low. These marketing messages contain vague recommendations and offers of poor value with annoying frequency.
Messaging customization creates unplanned buying decisions, which lead to higher conversation rates, as well as unplanned consumer engagement and profits. The discounts contain a higher value, so they are more likely to be used. The messaging content is personal, applicable and eye-catching.
Message customization has been around for a while but is rapidly growing because consumers are demanding better value and personalized experiences. Also, technology has empowered consumers to shut off push notifications, unsubscribe from emails and block pop up ads. Organizations that continuously enhance consumer engagement and invest in marketing analytics will reap the benefits of consumer satisfaction and loyalty.