Last weekend, I received two targeted emails from retail stores offering Patriot’s AFC Championship gear within an hour of New England winning the game. Dick’s sporting goods is a national brand, yet they knew my Boston location due to previous orders and took advantage of the exciting win.
We’re starting to see this type of hyper-personalized, real-time marketing on a regular basis. According to Forbes contributor Avi Dan, it’s more of a tsunami than a trend: “The world is more connected because of technology these days, but marketing is becoming more regionalized, and more localized, even more individualized, as consumers resist homogenization.”
So how can PR professionals increase their direct audience influence beyond the traditional targeted media relations?
- Social media engagement: Tag people and companies in Facebook posts or include relevant handles in your tweets.
- Personalized content: Tailor helpful content to your audience such as blog posts, eBooks and how-to guides.
- Analysis: Check back later and see how your efforts performed. Whether it’s open rates, clicks, or engagement, note what worked and continue with those tactics.
What’s next for personalization? As technology from wearable devices improves and becomes more widespread, the possibilities grow. Maybe CVS will tweet at you about some Dr. Scholl’s insoles if your Fitbit tells the company you’ve started a walking regimen. Maybe Maytag will send you a how-to guide for stain removal when you use the high-sediment setting on your smart washing machine. Comment below or tweet at us @PANcomm to continue the conversation.