Personalizing Your B2C Brand

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Personalizing your B2C (business to consumer) brand is challenging for companies trying to stand out in a sea of low ball pricing and online research. Fortunately, you can develop a unique and accessible brand through three principles of discovery, design and delivery. 

Discovery 

Discovering what your customer's needs are is the first step to personalizing your brand. To do this you must have data that you collect and analyze. One form of data collection is finding out what your customers want from the market in general and your brand in particular. What do your customer's respond to and what engages them?

If you cater to the B2C market, one tool for analyzing the behaviors of your customers is with Facebook analytics. You can discover what are your most engaging marketing strategies by identifying posts that they like and share.  Studies show the power of analyzing Facebook "likes" to understand demographics. For example, Michal Kosinski, who is the deputy director of Cambridge University’s psychometrics center, was able to predict the divorce rate of parents of Facebook users by analyzing what posts they "liked." Using data collected on social media helps you understand both the demographics of your customers and their past behaviors, which in turn helps you predict what they will want from your services and products.

Design 

Once you discover what your customers care about, it is important to design strategies that create a successful marketing plan. One way you can use what you have discovered about your customer's needs is by deciding which products to launch. By being aware of your customer's purchasing preferences, you can better create products and services they will buy. 

Companies have been analyzing the behavior of their customers through data collection for eons. However, electronic and digital data collection provides sophisticated forms of analytics that can transform the direction of a business. We can see this effect with Target's use of purchasing history of mothers who are pregnant to market baby products to them. Collecting data via such platforms as Facebook allows smaller businesses to affordably discover their customer's behaviors in ways that big business's do with much more resources at their disposal. Once you have that data you can determine what types of marketing plans that are most effective.  

Delivery 

How can you implement your marketing brand so as to get the right products and services in front of your customer and persuade them that what you are offering is what they need? One challenge is recognizing the different ways your customer might interact with your brand; they may utilize both your online and offline service. For example, if you customers want comprehensive customer service, you can bolster those efforts in various ways. JetBlue's use of social media for B2C customer service is one example. In turn, customers share their positive customer service experiences with others on social media, which establishes and reinforces brand loyalty. Understanding how social media encourages people to rely on word of mouth and perceived popularity is an important consideration for determining delivery.   

Personalizing your brand involves identifying your customer's needs and learning to meet them. Using the principles of discovery, design and delivery helps you make your customer's experience rewarding which then benefits your business.

If you would like to learn more ways to personalize your brand, contact us.