Idea in Brief:
Modern technology has provided immense opportunities to marketers and advertisers to create unique campaigns and deliver high-end results. These opportunities are often the result of research and understanding what appeals to target customer segments the most.
In the beginning, marketing started by creating models that catered to a larger audience and broadcasting those ideas in a way that reached most households—through newspapers or televisions. Many of these ideas were created with the sole purpose of gathering more customers. To promote loyalty and develop markets, businesses devised numerous techniques that have since become common for marketing campaigns, including coupons, premium offers, and product sampling.
What failed over time for mass marketing is that these marketing tactics became apparent. Failure could also be attributed to the geographical constraints of such campaigns, their expensive nature, and being slow to react to challenges like inflation and changes in consumer preference.
Technology has turned marketing ideas around by giving a new perspective to marketing on creating brand loyalty and retaining customers. This new age of marketing creates a sense of personalization and belongingness that one feels to the product and the brand. As marketers and advertisers move away from mass-appeal approaches, it has become apparent that targeted and personalized marketing is more efficient and generates greater ROI.
Personalized marketing is now a go-to phenomenon of many business marketing strategies in today’s competitive environment. For example, big brands like Coca-Cola have used personalization to create the “Share a Coke” campaign, which led to over 12 million media impressions and a 7% increase in young adult consumption. Similarly, Spotify’s end-of-the-year “Wrapped” campaign turned their 286 million-plus users into influencers.
Personalized marketing is about offering an improved user experience (UX) by serving suitable content or targeting critical messages based on the customer’s purchasing activities and behavior. Personalized marketing creates an opportunity for businesses to form personal relationships with their customers, which can be utilized to nurture leads and drive more sales through digital marketing. By leveraging the data they collect, marketers can better understand their target consumers and their preferences, and drive their business.
Creating a valuable campaign takes time, but it pays off in the long run. To create a meaningful campaign, the most crucial aspect is understanding the audience. By interpreting the data collected from customers’ inputs, businesses can understand the basic demographics of online behaviors, attitudes, interests, and perceptions. This data allows them to build personas of their target audience, personalize communications, and create dynamic content that caters to each persona.
This is where Ambee’s pollen data comes in.
Pollen causes different seasonal allergies, aggravates asthma, and exacerbates serious health issues such as allergic rhinitis and hay fever. Pollen data can easily be integrated into health and pharma company’s marketing campaigns to inform people about pollen allergies and associated risks and create grounds to devise solutions to those risks.
Millions of people suffer from pollen-related allergies and health issues every year. This creates a large market in terms of demand for pollen detection technologies, allergy medications, and healthcare products. Tapping into this demand is essential not only to create campaigns that generate revenue but also to emphasize the gravity of the situation. Hyper personalizing content can maximize sales or increase user engagement, and at the same time, can be utilized to provide value.
In 2018, we witnessed Johnson & Johnson’s Zyrtec utilize pollen data to create a technology that informed daily allergy and weather information to their customers. This was a part of their big data initiative to personalize messaging in their AllergyCast mobile app. In the same year, Amazon patented new features that would enable its Echo device to detect when someone is ill—such as nasal tones that indicate a stuffy nose. Using this data, suitable recommendations such as a chicken-soup recipe or a cough drop delivery suggestion could be generated.
This highlights how artificial intelligence and machine learning technologies have sophisticated algorithms that allow programs to interpret new kinds of data. The data generated from these technologies can drastically help the health and pharma industries. Marketers can also use this opportunity to educate consumers on the value of data. Data allows brands to tailor messages to their unique needs and serve information that is more likely to add value to their lives. Similarly, health and pharma companies can utilize hyperlocal pollen data to create marketing campaigns specifically tailored to their customers and generate a sense of customer loyalty, which might otherwise be difficult to engender.
Combining pollen data into personalized marketing campaigns can grant numerous benefits to both the business and the customers. Some of them are:
Better Customer Engagement: Personalized health campaigns allow customers to better engage with their preferred brands. It creates a space for feedback that helps businesses understand their customers better and produce more suitable outcomes.
Nurturing Leads: Targeted campaigns can help health and pharma companies turn their leads into customers. It can also help the patients know exactly where to look for solutions to their pollen-related health issues.
Higher Customer Retention and Brand Loyalty: Customers often prefer advertisements relevant to them. Targeting marketing campaigns towards customers who suffer from pollen-related issues leads to a higher chance of returning to the brands that understand their needs.
Generating Larger Revenue: Creating personalized campaigns help retain old customers and drive new ones towards the business. Customers who are given a good engagement experience and quality products purchase more from that company and return multiple times, increasing the company’s ROI.
The most important factor in marketing is to capture consumers’ attention, and the easiest way to do it is to create personalized messaging tailored explicitly for them. The laws that govern human behavior remain valid regardless of the environment a person is in, and it can be utilized effectively in a business scenario. That’s precisely what personalized marketing means.
Pharmaceutical, health, or marketing organizations, among others, can leverage Ambee’s hyperlocal and accurate pollen count data to create valuable campaigns to help their customers understand the state of pollen-related issues and how to reduce the risks associated with them.
With Ambee’s pollen data, Mediacom helped multinational pharmaceutical company Bayer create a personalized campaign. This led to a 20% increase in user engagement for Bayer when compared to traditional methods, driving sales up dramatically. Similarly, Ambee’s pollen data has also provided an opportunity to a media organization, Adylic, to create innovative campaigns for their customers.
Another noteworthy application of Ambee’s pollen data is for the global leader, Kimberly-Clark Corporation (KCC). Their customer engagement platform, The Pollen pal, uses Ambee’s pollen data to notify their customers of the variations in pollen risks levels. After Pollen pal integrated the data, their website saw a whopping 200% increase in traffic. The partnership paved the way for exponential revenue growth for Kleenex Allergy Comfort™ tissues. The data and personalized alerts created a two-way engagement and prevented the company’s customers from experiencing severe allergy symptoms.