The Next Great Marketing Nexus: Storytelling and Personalization

No matter if your customers are in a physical brick and mortar store, visiting you at an event, or shopping your e-Commerce site, marketing technology is available to get you that information, at that moment.

QR codes, lead capture apps for the iPad, website tracking cookies, all of these martech tools can be leveraged to get you the data you need to trigger a personalized outbound communication to the right person at the right time.

Don’t stop there. That outbound communication needs to contain the right message for that person, in a format she likes to consume content in (be it video, copy, images with copy, etc.), and delivered through her preferred channel (text, email, social media). In order to make that happen, you need to leverage her preference and interest data. This way you can

Interruption marketing is dead. People only want to talk to brands when they want to talk with brands. It’s a consumer-driven economy. Unless a consumer is OPEN to receiving information, they will tune you out.

Personalizing your marketing to the right person is all about capturing those open moments. Whether Sally is in your store, at your event booth, or shopping on your e-Commerce site, you must integrate the marketing technology you need to get that data back to you in real-time so that you can instantly take advantage of it.

Marketers can’t stop there

It’s not enough to personalize the first name field in your email communications. Marketers must go further.

Whether you’re a B2B or B2C marketer, on the other end of the line is a human being. When you are talking with another human being, your messages are personalized to their interests, preferences, mood, current activities, etc. Marketing to them should be no different.

So as we head into a new decade, when everyone else is struggling to break through the clutter, you have the winning formula.

Tell personalized digital stories to the right people, at the right time, through the right channel, with the right message, in the right