In this Insivia insight, Patrick talks about how personalized marketing can build value. He shares an experience he had after buying a new car. The moment he drove it home, he started noticed the same car more. One could easily assume this was because more Jetta drivers were on the road, but this wasn’t the case.

The human brain has surprising limited bandwidth for attention and short-term memory. To compensate for this, things that seem to be irrelevant simply don’t enter into our awareness. This basic principle can be applied to marketing strategy as well. The most obvious way is to present your audience with something that they find interesting. This is simple enough, but what about products or services that they many not be aware of or interested in now?

This is where personalized marketing comes into play. In conjunction with marketing automation platforms, it can help deliver your messages at the right time, but that’s only part of it. There are a number of tools available to help with this, such as remarketing ads, big data algorithms, and much more.

Learn about Insivia’s Audience Builder software Persona Bold.

Author Information

Andy Halko is the CEO of Insivia is a Strategic Growth Consultancy helping companies scale through our Breakthrough Growth Program and Agile Marketing solutions.