In a recent marketing technology blog post, they were talking about the secret of customized marketing by building a ‘cognitive bridge’ between the world of marketers and customers.
What is a "vertical slap”? Let’s explain this with an example. Suppose the focus of your campaign is on the healthcare vertical. What unfortunately has been happening is that, marketers believe that by ‘slapping a picture’ of a nurse or doctor, it becomes relevant!
You need to consider that customers have become more sensitive and smart to the information they receive. Don’t you think a message relevant to a CMO will not be appropriate to a Director of Marketing? Here’s what you can do, what you need to do:
- Customize, but not for the sake of it! Be relevant in terms of relevancy to your customers’ needs, their pain points, their preferences and behavior.
- Understand in detail the focus area of your ‘line-of-business’. Employ a person of your campaign team to get this in-depth knowledge if you have to.
- Executive profiles in a particular department do not think alike. Invest in understanding how different executives think and what their business roles entail.
Pasting an image in order to be relevant is definitely a technique that serves no purpose, apart from the pedestrian satisfaction of avoiding genuine customization. Peek into the world of your customers’, it could provide a fascinating tale to tell!
If you've signed up with us, we let you in on secrets.
Familiarize yourself with your customers’ landscape.
No comments:
Post a Comment