Marketing that strives to speak to everyone often falls on deaf ears. Instead of reaching an incredibly broad audience, the ads often don’t reach anyone – at least not in a meaningful way.
Failure to narrow their audience has been the downfall of countless brands, often considered a rookie mistake by the marketplace’s major players. Let’s call this misguided approach “broadcasting.” And in contrast, we’ll assign the term “narrowcasting” to the kind of personalized, targeted strategy we’ve adopted at Motivated Marketing.
Now, to be clear, broadcasting in terms of television advertising can be incredibly effective for some brands. In fact, we recommend it to a number of our clients, relying on our media buying team to choose the channels and time slots that ensure the right folks are watching. The “broadcasting” we’re discouraging here doesn’t necessarily appear on a TV screen – and fails because it ignores a brand’s audience altogether.
While some old-school marketers still cling to the notion that “broadcasting” is the best way to get their message heard by the masses, research proves that tailoring a message to a specific group of consumers is far more effective. One study found that 79% of consumers claimed they were only likely to use a brand’s promotions if they were catered to previous interactions. 40% of U.S. shoppers reported spending more than they planned because of personalized service.
“Narrowcasting” not only drives purchases but encourages interaction between brands and consumers. Think of that time your favorite store sent a birthday card with a special discount, whether it was in the mailbox at the end of your drive way or on your desktop. Or recall the time you spotted a digital ad for a car you’d recently researched. Both instances are examples of one-to-one marketing, the very essence of “narrowcasting.”
This method also opens the door for feedback, that when utilized properly, shapes an ever-improving consumer experience. It’s no big secret that consumers want to feel that their concerns are acknowledged and that they’re communicating with a single person instead of a faceless corporation. That’s precisely why “narrowcasting” works. It customizes a purchase path where one brand speaks to one consumer – and this path often leads straight to brand loyalty.
As consumer trends shift, marketers must accept that shoppers aren’t solely choosing brands by product and price, but by the overall experience that’s promised. Of marketers who have embraced this new reality, 88% reported measurable improvements thanks to personalization.
M2 falls into this category of creative agencies that recognize the importance of one-to-one marketing. We help our clients hone in on their audience, then choose a specific method of distribution to deliver a specific message to a specific consumer. In business to business interactions, this is referred to as account-based marketing, or ABM. It utilizes the same one-to-one approach, proving that whether it’s one brand to one consumer or one business to another, customization counts.
Want to learn more about our branding philosophy or put our experience to work for your brand? Get in touch with us today!