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Social Media for Business: 2021
Personalized Media
There are many social media platforms, and even more tools within each one for business. This article focuses on one powerful tool that can be used on any major social media channel.
A study by University of Texas showed that personalization helps businesses and organizations reach consumers in two ways:
- Personalized content makes consumers feel that they have more control over what they wish to see.
- Remove information overload.
In the beginning, content was static. That doesn't work anymore. Using tools like Google Analytics, businesses can tailor their messaging to appeal to their users' interests.
I like to ski. If I see ski-related content, I'm inclined to click it, even if I don't have time to check it out at that moment; I just hope that the business is savvy enough to use remarketing. As Wikipedia writes:
Behavioral retargeting is a form of online targeted advertising by which online advertising is targeted to consumers based on their previous Internet actions. Retargeting tags online users by including a pixel within the target webpage or email, which sets a cookie in the user's browser.
Top 8 Key Performance Indicators to Track on Your Website (modgirl.consulting)
Audiences today don't just want their content to be personalized -- they expect it to be.
According to a report from SmarterHQ, 72 percent of all consumers will only engage with your marketing message if it is personalized.
For marketers with limited time and tight budgets, implementing personalization strategies is a daunting task. It can seem technically challenging or even practically unattainable. The good news is, if you deploy visual interactive content in a strategic way, it can be not only possible but profitable.
Marketers have already witnessed just how effective interactive content can be. In a report from the Content Marketing Institute and Ion Interactive, 87 percent of marketers said that interactive content was better at grabbing audiences' attention than static content. Another 87 percent said it had helped them achieve their marketing goals, and three in four were planning to use more of it.
Want help with personalizing your content on social media? You'll need to run Google Analytics (or similar) on your website and check out your Key Metric Indicators (KMI's).
94% of Chief Marketing Officers believe Analytics will help them reach their goals, however, adoption has been sluggish. In fact, only 15-20% of companies use data and Google Analytics to drive marketing and business decision-making.
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