Personalization allows you to communicate with your audience to build stronger relationships between your brand and its core audience.  By building and maintaining relationships you’ll ultimately see higher response rates and increase your return on investments.

A study conducted by Gartner G2 surveyed marketing professionals in both Business to Business and Business to Consumer markets.  The survey revealed that personalization is integral in creating a successful marketing campaign.  The report showed that personalized messages help to achieve a 43 percent higher customer retention rate and an overall revenue increase of 43 percent when compared to generic multi-media campaigns.  In addition to increasing a company’s ROI, it also reduced costs by 26 percent because personalized campaigns require fewer messages to be sent out to a more targeted portion of a company’s target market.

The study also showed that cross media marketing improved business efficiency by 38 percent because salesmen were following up with more valuable leads and had more individualized information to contact their potential consumers with.

The key to successful personalized marketing it to sort your data into valuable information using tools and technology that assist you in collecting, maintaining and analyzing data.  These tools play the pivotal role in allowing organizations to produce relevant messages to specific portions of their target audience.

It is important to understand your customer’s preferences and buying habits in order to create successful personalized communication between your brand and its target audience.  Through database management you are able to create messages that are personalized to your audience’s buying preferences and ultimately enable you to see a higher return on your investment.

Timothy Freeman

President

Print & Graphic Communications Association