The 7 Pillars of Personalized Marketing

This post comes from our Inbound Marketing Channel sponsor, HubSpot.

In marketing, we talk a lot about personalization. Get to know your leads, provide them with materials that will help solve their specific problems, always strive for relevance. Well, this all seems easier said than done. You have a whole list of prospects – are you really supposed to get to know each one of them before you send out an email? Well, not exactly. But there are some things you can do, even with a massive list, to make your marketing more personal.

In a recent Forbes article called The 7 Pillars of Connecting with Absolutely Anyone, Scott Dinsmore explains that “Personal relationships run the world,” and lists seven simple ways to build strong connections with others. Not surprisingly, there’s a great parallel between Dinsmore’s suggestions for making friends and the best techniques for personalizing your marketing. Let’s take a look at his list:

Ahhhh! To Be Young and (Insert Adjective Here)

As marketers we like groups. We put people in groups to identify them by their traits, habits, desires and more. That way we can figure out (to the best of our ability at least) what we can show them that might be of interest to them so they might buy whatever it is we are pitching. It’s the way of the world of commerce.

Lately, no category of people gets more praise and abuse in the same breath than the almost infamous Millennials. Praised by some as high-minded, socially conscious, tech savvy and driven by doing good while vilified by others as self-centered, narcissistic, entitled whiners, this generation creates a lot of interest mainly because there are a lot of them and they are going to be filling the void in business left by aging baby boomers.

Whether you want to get to know these folks or not there will be no ignoring them in the business world. Based on the findings in the following infographic from MBA@UNC you better study up. (Note the first bit of data which shows nearly 2/3 are concerned about the social media policy when looking for a job. Yikes. Can you say productivity killer?)

Simon and Schuster Links Online and Offline with Book Cover QR Codes

Remember QR codes? We haven’t talked about them in awhile because. . . well. . . the only people that seem to care about them are the corporations who stick them on everything.

Publisher Simon & Schuster is one of those corporations. They’re putting QR codes on the back cover of their new  releases. Why? They figure people will scan them, visit their website, and maybe sign up for a newsletter which they’ll get by email.

Yeah, good luck with that.

S&S does get props for their attempts to mix offline and online readers. They have a number of excellent, book related mobile apps and according to PaidContent, 26% of their sales are now digital. Nice, but I still don’t see how the QR code fits into the mix.

Twitter Dumps LinkedIn and the Tweet Custody Battle Begins

Did you hear about the shocking breakup that happened last Friday? Twitter said goodbye to LinkedIn. They packed up their Tweets and as of this morning, they were gone like the wind. (Or so they say, I still see remnants on my account.)

Twitter posted the breakup story by pretending it was their idea all along and no big thing. They refused to name names, but they were kind of harsh about appointing blame.

Back in March of 2011, my colleague Ryan Sarver said that developers should not “build client apps that mimic or reproduce the mainstream Twitter consumer client experience.” That guidance continues to apply as much as ever today. Related to that, we’ve already begun to more thoroughly enforce our Developer Rules of the Road with partners, for example with branding, and in the coming weeks, we will be introducing stricter guidelines around how the Twitter API is used.

Marketing Pilgrim’s Open Call for Content Specialists

It’s Fourth of July week, everyone is just coming off of Apple and Google developer conference overload so we are starting this week with something a little different.

Marketing Pilgrim is looking to expand and we are trying to find the right people to help do just that.

While the usual title of a post like this would be “Marketing Pilgrim Looking for Guest Bloggers” I decided to go about this a little differently. If you saw the lame pitches for guest blogging I see every day you would shy away from the term as well. I think someone who calls themselves a content specialist may have more on the ball (or I could just be crazy in thinking that the name means anything at all :-) ).

Here’s what we are looking for in our content specialists