The emergence of social media and the decline of mass media are the two biggest marketing stories of the decade. Both print circulation and television viewership have been falling consistently since the turn of the century. TV viewership is down almost 50% since 2002, however, social media has experienced astronomical gains since its humble MySpace beginnings. In fact, social media usage among U.S. adults is up a whopping 800% in the past eight years alone.

These dying forms of traditional media are taking our conventional marketing techniques with them. Today’s connected consumer is inundated with choice the minute they enter the ever-expanding world wide web. In order for companies to win business, their message has to stand out among the rest and the hard truth is, singular-message emails or banner ads meant for a massive audience just aren’t cuttin’ the mustard anymore.

While it may be hard to ditch some of the time-honoured marketing techniques of yore, the rapid transition from mass to social media is actually presenting marketers with the opportunity of a lifetime. Information collected from social media allows us to create impactful, relevant messages and personalise our marketing approach — which is not only more effective, but more cost efficient and scalable.

3 Step Personalised Marketing Process

Data Collection: The first step to gathering user data is to implement social login. Social login is a form of single sign-on which uses existing information from a social networking site (we’ve all been prompted to “login using Facebook,” “login using Twitter,” etc) to sign into a third party website.  By using social login, your business can collect and interpret data information to better understand their customers.

Data Segmentation: Determining meaning from raw data is a crucial next step when personalising the marketing process. Once the data is retrieved it needs to be broken down and analysed to determine customer identity and behaviour.

Data Conversion: After data is segmented, it needs to be converted into actionable insight. Companies can tie collected and analysed data into the marketing platforms they are using, i.e. CRM software, email marketing platforms and advertising networks.

The implementation of personalised marketing allows marketers to collect information from their audience using social data. Targeting smaller audiences is made possible for marketers simply by examining a group of user’s behaviour data and social profile. Messages that are tailored to appeal to niche audiences have higher relevancy and consequently, effect on a group.

If you are looking to improve your conversion rate, our Digital Manager, Veronica Nobbs, can help you turn social data into a targeted, personalised marketing strategy. Contact her at: veronica@b2bpartners.nz