What is General Marketing?
A general marketing strategy targets a wide group of potential customers interested in the same things. This means that you can target as many people as possible with a single message. The goal is to reach as many people as possible with your marketing message, and hope that a small percentage of them will be interested in your product or service.
You implement this type of marketing because you want to reach that customer who hasn't yet discovered what your business has to offer or remind former customers what they may have forgotten. You also think these advertisements have greater chances than other more targeted ad campaigns in drawing the attention of potential customers.
However, the disadvantage of this marketing strategy is that because you are targeting such a large group, your message is likely to be very general and not speak to the specific needs of any one individual. This can make it difficult to stand out from the competition, and you may end up wasting marketing resources on people who will never use your product or service.
Why Individualized Marketing Might be a Better Choice
Individualized marketing allows marketers to tailor their message to a particular audience and communicate more personally with them.
With the information available about who customers are, it is possible to create messages that speak directly in terms of what product or service they want or need. Additionally, you are able to provide better customer service than the traditional one-size-fits-all approach from companies.
When you build relationships, your product becomes personal because there is an understanding of how people interact based on this knowledge, which increases engagement rates by focusing on the right consumers on day one!
Individualizing your marketing efforts is a good way to make sure that you are addressing the needs of every individual customer, which will result in an increased ROI. However, you must also consider external factors such as time and budget constraints.
The Difference Between General and Individualized Marketing
Time constraints and budgets are two of the most significant factors that every business needs to consider before making this choice.
Generalized marketing is easier on both counts, but might not be as effective when it comes to reaching a target audience or connecting with them. Individualization can take more time and money upfront, but if done right, will have an astronomically higher rate of success than generalized tactics.
Just because it is simple doesn't mean general marketing is for you. This kind of strategy relies heavily on a template, so if you like to have more control over your branding or messaging while still having the benefits that come with this approach then an individualized option is better suited for your particular business.
General marketing strategies do not suit everyone and they can be too simplistic at times which may lead to neglecting some vital aspects when planning any campaign.
The effectiveness of generalized marketing relies on the advertising strategy to be relevant to as many people as possible, whereas individualized marketing can tailor messages depending on what's most relevant or interesting based on their interests.
Plus, there is no direct feedback in the generalized method, so a company may think they are doing something right when in reality they are not.
Putting In More Effort
The best way to market individually is by targeting a specific class of people who would be interested in your product. This takes more time and effort because you are one-on-one with this particular customer, but it is so much better than sending out an "all or nothing" message in the hopes of attracting new customers.
That may be fine for big businesses, but for a company with limited reach, it is not a good idea.
Personalized messages allow for the opportunity to connect on an individual level which leads some customers to feel like their needs have been met or that they've received attention from a company when other potential consumers may not receive any attention at all!
The key to successful personalization is understanding what motivates your customers' behaviors and how marketing will impact their buying decisions.
When and How to use Both
When you want to target as many people as possible, general marketing can be the best way to go about it. For instance, if you have an ad on TV or in newspapers and magazines that are distributed across multiple channels like online ads or billboards then not only will more eyes and ears see what they offer but also new customers might realize their offers for themselves!
When you want to target a wide audience with your marketing, take the time to expand and try bringing in new people who may not have realized what they wanted. You might be surprised at how many potential customers are out there!
Keep in mind that personalization becomes much more important when attracting niche audiences.
Building a Relationship with Potential Customers
The most successful marketing campaigns are the ones that understand their audience's specific needs and desires.
We recommend that you consider targeted advertising based on a preexisting interest in your company or product, especially if the personal approach has shown some level of active engagement like increased social media followers and newsletter signups.
This type of marketing can create more brand loyalty because consumers feel like they have had a dialogue with your company, and as long as no one else is doing something similar, there is less risk of conflict with other brands that might be targeting the same customers.
You can also use individualized marketing to create relationships with customers who are more likely to convert because they feel like they are getting a personalized experience.
For example, if a customer has an interest in fitness, you could offer them discounts on your protein shake favored by athletes. A rewards program can be a great way to foster loyalty.
Social media is an excellent avenue for individualized marketing online. By targeting those with similar interests, companies are able to reach a broader audience and build communities where customers feel listened to and get valuable information before anyone else does.
Marketing through social media should be done in a way that benefits the customer by creating a digital community based on your company's products or services. Making a Facebook Group or Page is great because they are easily accessible and well-known.
Putting it into Action
The perfect general marketing strategy is one that you can do on autopilot, leaving your time free to focus elsewhere. This also allows for more control of how much money gets spent, since if a channel isn't working the other ones will pick up the slack.
And never before has it been so easy to market a product or service so directly and effectively to the best possible customer. With personalized messages tailored specifically for certain groups, you can send out more targeted promotions that speak right at them without all the spam!
When you are conversing with customers, it is important to be relevant so that they don't feel like your company is just spamming them for marketing purposes. This way consumers will know that their wants and needs are being considered by your business which may make them more likely to come back!
If you are unsure which method will work best for your business needs, try testing both options and seeing which yields better results.
Now that you know the difference between generalized and individualized marketing, it is time to get started. If you are looking for a partner who can help you make your campaign as strong as possible, contact us today! We have an amazing team of experts waiting to work with YOU on your specific goals and objectives. Let’s chat about how we can bring your ideas into reality together!