Tailored marketing

Tailored marketing refers to customizing content and strategies to individual preferences to help boost relevance, engagement, and connections. Tailored marketing helps brands connect with consumers, enhance loyalty, and drive sales.

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What is tailored marketing?

Tailored marketing is an approach that customizes marketing messages to individual consumers based on their preferences, behaviors, and characteristics. It involves delivering content that resonates with customers, enhancing their overall shopping experience. It is a strategy that can help move shoppers from the consideration phase and increase sales.

Tailored marketing is a powerful strategy that allows advertisers to connect with consumers on a deeper level and drive business growth. With the increasing expectations for personalization from consumers, brands must adapt and develop effective tailored marketing strategies. The trends in tailored marketing highlight the importance of customizing marketing efforts to meet the preferences of customers.

While there are challenges to overcome, the benefits of tailored marketing—such as stronger relationships with customers, as well as improved satisfaction and brand experience—make it a worthwhile investment. By leveraging the insights and tools available, advertisers can create tailored experiences that resonate with their audience and deliver effective results. As the marketing landscape continues to evolve, tailored marketing will remain a key driver of success for advertisers looking to make an impact in the competitive market.

Why is tailored marketing important?

Tailored marketing is important because it allows brands to connect with consumers on a deeper level, fostering customer loyalty and driving sales. Tailored marketing allows companies to connect with customers more efficiently. It creates a sense of individualized attention, which can help improve customer engagement and satisfaction.

Tailored marketing is not just a passing fad; it has become a significant trend that advertisers cannot afford to ignore. According to the State of Personalization report from Twilio1 :

  • Consumers expect relevance, yet brands are struggling to achieve it. About 62% of consumers expect tailored messages, and failing to offer a tailored experience could result in losing their business. This emphasizes the growing importance of tailoring marketing campaigns to meet individual customer preferences.
  • Only 15% of customers surveyed believe that brands excel at providing tailored content. This presents a clear opportunity for advertisers to improve their tailored marketing strategies and stand out from the competition.
  • Nearly 50% of surveyed individuals expressed a likelihood of becoming repeat buyers after experiencing tailored shopping experience, demonstrating the potential for tailored marketing to drive customer loyalty and increase the lifetime value of customers.
  • Of survey respondents, 63% surveyed are fine with receiving tailored experiences if based on information they've voluntarily shared. It’s valuable to know if consumers are willing to provide details to enhance their tailored experiences, enabling advertisers to gather valuable insights and deliver relevant messaging.

These trends collectively underscore the importance of incorporating tailored marketing strategies into advertising campaigns to meet consumer expectations, increase satisfaction of customers, and drive business growth.

Benefits of tailored marketing

There are several potential benefits of tailored marketing for advertisers, including higher engagement, information collection, increased brand loyalty, and improved conversion rates.

Drive engagement

Drive engagement with email marketing

Sending generic, one-size-fits-all emails often results in lackluster engagement. However, when you personalize emails based on user preferences, past behavior, and demographics, you can create a stronger impact. For instance, addressing subscribers by their first name and tailoring content to their interests can significantly boost open rates and click-through rates.

Analyze metrics

Analyze metrics for precision

Collecting and analyzing metrics enables you to better understand your audience. Using purchase history, browsing patterns, and feedback helps you offer tailored product recommendations. Amazon’s “Customers who bought this also bought” section is a key example. This precision minimizes the chances of offering irrelevant suggestions and maximizes the likelihood of conversion.

Build relationships

Build relationships and brand loyalty through social media

Social media are treasure troves of information about your audience. By considering their interactions, comments, and content shares, you gain insights into their likes and dislikes. This allows you to create content that resonates and help build brand trust.

Improve conversion rates

When your marketing content resonates with individual needs, it speaks directly to customers. Tailored product recommendations, relevant offers, and customized messaging increase the likelihood of conversions.

How to create a tailored marketing strategy

All marketers looking to refine your tactics can benefit from knowing how to bring a tailored marketing strategy to action is important, especially in the dynamic and ever evolving landscape of modern business—a one-size-fits-all approach to marketing no longer suffices.

Learn how to implement an effective tailored marketing strategy with the support of Amazon Ads.

1. Define your audience

Understanding your audience is crucial, because personalization begins with knowing who you’re trying to reach. By defining your audience segments, you can create content that directly addresses their needs and desires.

2. Develop tailored messages

Tailored content speaks directly to customers, showing that you’re paying attention to their needs. This increases engagement and establishes a deeper connection between your brand and audience, regardless of whether campaigns are being promoted visually or via audio ads.

3. Automate with technology

Tools like automated notifications and recommendations via sponsored ads or the automated report setup in marketing mix models streamline the personalization process, allowing you to efficiently manage interactions. This helps ensure that timely and consistent messages reach your customers across various touchpoints.

4. Scale reach across channels

To make an impact, brands need to scale their marketing reach across channels and interest points, to reach multitasking consumers and stand out. With trusted properties including Twitch ads, Fire TV, Alexa, and Freevee, Amazon Ads can provide the potential to connect with a wide array of audiences who are eager to find their new favorite products or watch new streaming content.

5. Establish key performance indicators and measurement

Holistic measurement solutions and insights from Amazon Ads are used to inform how to optimize current campaigns, campaign performance, and how to build and improve on future strategies. Our robust first-party insights are based on billions of shopping, browsing, and streaming signals that help shape campaigns. Amazon Ads can help put these insights into action with Amazon Marketing Cloud, a secure, privacy-safe clean room that lets brands combine their own inputs with Amazon signals to create a full picture of customer journeys across channels and buying stages.

Tailored marketing examples

Case Study

Find out how personalization, creative ad formats, and data-driven insights drove an effective campaign for Logitech. The strategy’s success stemmed from a combination of metrics, precise reach, and dynamic ad optimization.

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1Twilio, WW, April–May 2022