Peace and positivity
Based on my findings during the digital detox week, I can say that we can supplement the recipe for success 'personal and relevant' with the core needs of being offline: peace and positivity. Offer content that makes consumers happy and relaxed. A lot of content is negative or shocking, because this attracts more attention and the media takes over more quickly. But does this make your customer happy or joyful and does he or she associate your brand with something positive? Brands that make you smile, such as De Speld, Zondag met Lubach or Coolblue are popular.
You can also think of a mix of online and offline without the negative side effects of offline (restlessness and negativity). For example, the Sunrise Smart Pillow was recently launched: a pillow with alarm clock, light and music. You no longer need a mobile next to your bed.
In addition, you can think of apps that allow you to go offline whenever you want. These do not encourage the fear of missing out – unlike many existing apps.
If consumers limit their online time, it means they hong kong mobile number become even more selective when they are online:
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They are more likely to unsubscribe from newsletters.
They only follow the most interesting content on social media.
They want to find what they are looking for even faster (in search engines and on your website).
They only download the most useful apps on their mobile.
Marketing automation
In short: brands need to do even better to appeal to consumers and come up with creative solutions. Content that is personal and relevant is therefore becoming increasingly important. Sending a bulk email with the same content to hundreds of thousands of customers is really a thing of the past.
There is no escaping marketing automation (automatic communication based on data). Think of sending emails to introduce products that are similar to what the customer has previously viewed. Or emails about a certain step in a process that the customer has reached at a certain time, according to the data you have stored about this customer.
Also look at the possibilities of dynamic text fields, so that you can automatically load the name and other details of the customer into the e-mail. The unsubscribe percentages of your mailings will increase less quickly and may even decrease.