Spanning the course of human history, never has the consumer had more currency, influence, and power than today. Why is this? Some call it “The Power of One”, but in short that means the consumer dictates their own buying journey and controls their own interaction with a brand.
Think about it. If a consumer doesn’t want to see your commercials on TV, they simply fast forward with their DVR. If they don’t want to see your ad online, all it takes is a single click to rid them of your world. In fact, as content consumers, we are actually quite skilled at avoiding content we don’t want to see.
That is why it is paramount that companies recognize this shift and fundamentally change the way they market. Yet, many of the largest corporations have yet to realize this truth. One of the most basic human needs is to be valued as an individual. In short, they connect for affirmation, inclusion, commitment, and respect.
So, as a marketer, where do you start for personalizing your content? I have found it best to focus on lifecycle stage, to ensure your content is speaking to your leads’ needs and wants.
