Let’s face it—today’s consumers are in the driver’s seat. They choose the brands and experiences. That’s why more brands are getting personal today. By creating human-centered experiences, and making them work, you can drive your consumers from their device-dominated existences to engaging with your brand. Here, Anne Houghton, VP-Creative, North America at Freeman, outlines five ways to take that step:
Step 1: KNOW YOUR AUDIENCE
A no-brainer, right, but personalization begins with knowing your audience’s wants and needs. What are their pain points? What do they care about?
Step 2: THE HUMAN-CENTERED EXPERIENCE
Once you know your audience, put yourself in their shoes. Visualize their journey and how to make it more meaningful and relevant.
Step 3: DIGITAL DEPLOYMENT
Layering a digital communication plan that begins prior and continues during and after the experience is another way to ramp up the personalization factor.
Step 4: DRIVE FORWARD WITH DATA
Data from personalizing an experience is invaluable when moving customers to the next point on their journey. The more information you can obtain, the more effective you will be.
Step 5: GO FACE TO FACE
Despite advances in technology, people are still human. They truly like face-to-face interactions. This is a marketer’s dream when projecting your brand in a most impactful way.