Personalization – What’s your favorite shopping mall?

My last post about “personalization” talked about targeting. Today, its …discovering

where a particular customer prefers to shop. This analogy refers to retail, but it

applies to the marketing any product or service, B2B or otherwise.

Unless you live in a rural area, you most likely have at least a few different malls

and shopping centers to visit. Perhaps you go to one mall to visit one store. In, out—

you ignore the rest. Another mall is the place you go to spend an afternoon and

window shop.

The virtual world is no different. What you need to determine is, for each lead that

you have generated, where does that lead show a willingness to spend time? Where

are they most responsive to a message? Where can you find them willing to do some

browsing?

Alternatively, where will they completely ignore your message because they’re

in a hurry? Some look at every email, others delete just about everything they

don’t immediately recognize. Some use Facebook to learn about a business,

others couldn’t be bothered. Every lead is different. You need to find out on which

“channel” each lead is most receptive…and then use that channel to get out your

message to that individual.

Marketing automation tools collect that data. You have the data to know who is

visiting which shopping mall! Exploit it and meet them where they shop!