Succeeding in the Relationship Era—Read the Post and Learn the Secrets

With heightened demand of personalized experiences and a far-reaching customer base, connecting personally with every individual who engages with your business may seem like a daunting task. Unfortunately, it’s the future of your business and gives small businesses the advantage.

Responsys recently conducted a survey that found 53 percent of U.S. consumers are more likely to purchase when a business personalizes digital communication. That personalization in digital marketing included truly understanding who your customers are and what they’re interested in which leads consumers to feel more positively towards that business and most importantly, makes them more likely to purchase.

Here’s an infographic that depicts some of the key findings of that survey.

In the relationship era of marketing, businesses are realizing that they can in fact execute relevant and targeted experiences at scale across multiple channels, and if a customer engages with you and clearly identifies how they want to be treated, you can effectively “loyalize” the customer by remembering that personal information and providing a customized experience in the future.

In effect, by telling you what he or she wants, the customer is also investing in the relationship. Even if your direct competitor offers the same kind of customized service, the customer would first have to re-invest into the relationship by telling the competitor what he or she needs in order to enjoy the same level of customized service.

P.S. Great marketing has always been about building strong one-to-one relationships with your prospects and customers knowing that people buy from friends rather than strangers.