by Taylor Boerboom Taylor Boerboom No Comments

5 Keys to Drive Customer Loyalty

There are countless brands to choose from and just as many reasons to choose (or not choose) one over another. What drives a consumer to purchase an object or service from one company over the next? Although many factors affect the outcome of a purchase, taking these five actions will help you positively impact your customer’s buying process.

1. Personalize your message

People love to see and hear their own name — which explains why there are so many name key chains at souvenir shops and brands like Coca-Cola have personalized their products down to the can. Consumers like to feel as if something was made just for them.

These days, personalization isn’t limited to the object itself. Now, the experience of purchasing must be personalized. Every action, every coupon, every touchpoint should be tailored to each individual customer.

Consumers aren’t afraid to speak out about what they expect, either. In a recent study by customer data platform Segment, 44% of consumers noted that a personalized shopping experience will lead to another future shopping trip.

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by Nicole Williams Nicole Williams No Comments

How Marketers Can Strengthen Healthcare Member Engagement — and Prevent Attrition

If you’re looking to strengthen healthcare member engagement and prevent attrition in the rapidly changing healthcare marketplace, then you’re going to have to spend a lot more time getting to know your members than you used to.

Today’s members are increasingly informed consumers and smart buyers. The most successful health plans today are responding to this shift by taking the time to focus on what members want and on who they are as people. These plans ask the following about their customers:

  • What is their life like?
  • Where do they live and shop?
  • What are their passions?
  • What drives them?

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by RRD Marketing RRD Marketing No Comments

Generational Segmentation Facts We Bet You Didn’t Know

Generational segmentation helps marketers understand consumer trends broadly — but sometimes it feels like we’re lumping everyone together based solely on the year they were born. Despite the countless articles about generational trends, you may still be surprised by some of the statistics about different generations and their media habits.

Here are a few that stood out to us:

  • Almost 75% of Millennials would rather spend money on experiences than things. (Sprout Social)
  • 40% of people ages 18-36 use their phones to stream video, but only 15% of people over the age of 36 do. (Forrester)
  • YouTube is the preferred social media platform for 75% of Generation Z — but for only 8% of Baby Boomers. (The Center for Generational Kinetics)
  • Almost 80% of Generation Z says it’s acceptable for a celebrity to talk about why they like or use a brand. In many cases, they’ll choose to trust an internet celebrity, such as YouTube vloggers or Instagram influencers, over a mainstream one. (Adweek and Defy Media)
  • However, the youngest generation isn’t necessarily all digital. In fact, Generation Z prefers shopping in-store more than Millennials do. (CrowdTwist)
  • The same number (64%) of Generation Xers read printed newspapers and magazines as those who read the news or periodicals digitally. (Salesforce via eMarketer)
  • Almost half of people ages 22 to 45 (Millennials and Gen Xers) aren’t watching any content on traditional TV. (Omnicom Media Group)

For more information about the four generations influencing marketing today — Baby Boomers, Generation X, Millennials, and Generation Z — check out RRD Connect magazine. We offer a cheat sheet on each group’s background, technology habits, and attitudes.

Understanding what these demographic groups have in common is vital to planning your multichannel marketing strategy. However, generational segmentation is only the first step to targeting. When taking the quiz, many people discover they don’t fit the mold of their group. It’s a healthy reminder that the most effective way to target is beyond the broad strokes and to reach consumers on a personalized, individual level.

Ready to learn more? Watch our panel of experts discuss in this webinar: “Generation Nation – Keys to Unlock Marketing Success Across Any Age Group.”

This post was originally published March 21, 2018.

by RRD Marketing RRD Marketing No Comments

Your Mass Marketing Campaigns Aren’t Enough: 5 Ways for Marketers to Take Personalization in Retail to the Next Level

We define personalization as one-to-one marketing in the truest sense — one brand speaking directly to one specific customer. For digital marketing, this is increasingly becoming the norm, as today’s savvy consumers grow impervious to mass marketing techniques and expect personalization at each and every touchpoint.

The demand for more personalized marketing was recently confirmed by Salesforce’s State of the Connected Customer report, which found that “51% of consumers expect that by 2020, companies will anticipate their needs and make relevant suggestions before they make contact.” That’s a high expectation for brands to meet and a challenge that requires marketers to create a unique, personalized experience for every customer in a world where mass, impersonalized marketing runs rampant. It’s imperative that retail brands adapt to consumer expectations now, or fall by the wayside next to industry disruptors like Amazon.

In 2018, online retailers need to enhance their marketing strategies through innovative techniques and take personalization to the next level to meet growing consumer demands. Here are five personalization strategies that retail marketers should look to adopt this year.

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by RRD Marketing RRD Marketing No Comments

Hyper-Personalization in Marketing: 6 Components for Crafting a Successful Strategy

Gut instincts only go so far in this business. While you may be convinced that personalized content (what we at RRD call “hyper-personalization marketing”) is the most effective way to attract, retain, and grow customers (improve customer retention), you also need hard proof and a disciplined plan of attack to set the strategy in motion.

Our latest whitepaper, Hyper-Personalization: The New Frontier of High-Impact Marketing, can help you make your case. Learn how leading brands like Target, General Motors, and more are mining rich customer data for detailed, bespoke marketing messages that speak to individual consumers. These methods deliver powerful results — and in ways general messaging can’t.

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