Customization in Marketing

Table of Contents

Table of Contents……………………………………………………………………………………………………………… 2

Introduction…………………………………………………………………………………………………………………….. 2

Discussion……………………………………………………………………………………………………………………….. 3

Concept of Message Customization/E-mail Marketing………………………………………………………….. 3

Benefits of Message Customization in Marketing………………………………………………………………… 4

Conclusion……………………………………………………………………………………………………………………….. 9

References…………………………………………………………………………………………………………………….. 11

 

 

 

 

 

 

Customization in Marketing

Introduction

This report on message customization in marketing is developed in the review of forty articles. Customization in marketing concept relates to the tailoring of promotions to meet the needs of an individual. This requires the vital information of the target audiences before tailoring effective message in the form of customization in the realization of their unique and personal needs. Several factors contribute towards the adoption of message customization technique by the organization in the process of marketing. The first characteristic or factor that would enable the organization to decide on the application of message customization is the service or product in question. As indicated by Keilor (2007), this is usually an application in the high margin services where the volumes and buyers are few.

For example, in the case of marketing an expensive product, the organization will decide to tailor message to consumers with the ability and willingness to purchase the good according to his or her needs. The tailoring of the message will address the needs of the consumer or buyer of the relevant product or service with the high margin. The second determinant factor in relation to message customization is the unique needs across the market and industry. The organization, through the research and development, is able to evaluate the needs of the consumers. In this way, it makes vital decision on the application of customization in messaging during marketing processes. The third determinant to sway the decision is the relevant continuum choice while addressing the needs of the targeted audiences. Kotler (2002) illustrates that this is vital in the realization of the overall increment in profits and revenues. Moreover, it is the opportunity to enhance the performance of the company.

Discussion

Concept of Message Customization/E-mail Marketing

According to Joshi (2004), Message customization in marketing refers to the ability of offering actual and prospective consumer valuable information on relevant products, with the aim of addressing their unique needs and preferences. Consumers play critical roles in the growth and expansion of business entities. Lee (2011) notes that it is difficult for the organization to maintain its consumer base by offering quality and trustworthy services. Accordingly, the institution of stakeholders within marketing should be developed.

The ability to maintain consumer base by an organization will provide the opportunity for the business entity to gain competitive advantage over other key players in the relevant industry and market of operation. According to Lewis (2012), the acquisition and application of the message customization concept or e-mail marketing are of considerable benefit for the organization or any business entity. The matter is that it informs the consumers on the available services and products at their disposal. Jenkins (2009) supports these arguments by indicating that the organization convinces the consumer on the excellent service delivery that is missing in the key players’ strategy, to maintain actual and attract potential consumers.

Benefits of Message Customization in Marketing

It was clear that several benefits in the context of business entity and companies are attributed to the concept of message customization. They are essential to the application by numerous organizations in the modern economies. According to Pride (2011), the first benefit of the adoption and application of the concept of message customization is the time, effort, and cost of the implementation of the strategy. An example of this benefit is evident in the case of ModCloth organization. ModCloth can reduce time, effort, and cost in relation to the implementation of message customization. This is through organizing and executing marketing while focusing on selected group of consumers. In the marketing of its products, the organization focuses on the promotion of interpersonal interaction with the consumers in the form of message customization. Moser (2007) notes that message customization reduces the cost of reaching and maintaining valuable consumers and offers the opportunity to improve the profits. The main objective of any business entity is to raise the production and distribution levels while minimizing the cost of operations in the achievement of such targets. Silk (2006) argues that adoption of message customization in marketing will enable organizations to meet the demands of the consumers and improve their return on investment. Message customization focuses on consumers in order to reach them within the shortest time and efforts possible. This benefit indicates that the organization will be able to minimize its cost in marketing. Accordingly, the saved financial resources can be implemented to other appropriate use. Sterne (2000) notes that message customization in marketing contribute towards achievement of rapid growth and development.

Analysis by Zabin (2004) indicates that message customization also enhances the level of interaction between consumers and the relevant companies. This is the case of its acquisition and application at Uncommon Goods business entity. Uncommon Goods Entity is capable of interacting at higher levels with the consumers because of the application of message customization. This is through focusing on the needs and requirements of the consumers thus enabling the customers to feel as members. Through this marketing criterion, the organization increases the levels of feedback from the actual consumers to address their needs and preferences. Wright (2011) argues that message customization enables the organization to evaluate the needs to improve its services and products with the aim of meeting the preferences of the consumers. Viardot (2004) also supports this notion by claiming that message customization in marketing will enable the organization compete effectively. In this way, it will be possible to reap the benefits of economies of scale and reduce cost of operation within the relevant market and industry. Message customization by organizations has the ability to send real time messages to the specific consumers. It will improve interaction and opinions from the stakeholders of marketing. In attempts to discuss customization in marketing, Thomas (2006) notes that it is critical for organizations to address market demands. In this marketing channel or criteria, the consumers feel as parts of the program. The level of appreciation for their role increased within the market.

According to Ferell (2011), message customization also enables the organization to reach consumers without bothering others during the interaction process. Toyota Company acquires and incorporates this type of marketing to meet the needs of special consumers. It is critical in the achievement of the organization’s goals and objectives. This enables Toyota to select consumers to interact with limiting interference of other customers. In the marketing of their new products in the market, Toyota interact with their consumers through e-mail techniques thus the achievement of the message customization in marketing. Customized messaging in marketing is focused on specific consumers. This will require organizations to customize their database in a manner that would enhance the satisfaction of the needs of specific consumers. Jack (2010), notes that through this marketing channel, the organization will be able to maintain its consumer base and guarantee improvements in relation to revenues and profits within the operation.

Collica (2007) argues that message customization in marketing will foster the ability of the organization to focus genuinely of particular offerings during the distribution and promotion processes. This is through an extensive application of the opt-in and opt-out options in the short-listing of the genuine particular offers. It is also ideal for the organization to apply these concepts within the database system to enhance focus and opportunity in the achievement of the goals and objectives. Analysis by Egan (2007) illustrates that this is possible through the implementation of vital technique to facilitate the presentation of personalized messages to the consumers. It is to improve their participation in the achievement of targets.

According to Calder (2008), message customization also offers accurate opportunity for organizations to their campaign or effective and efficient marketing processes. Message Customization enables General Motors organization to enhance its marketing processes in order to meet the market demands. General Motors has the opportunity to increase the output of marketing through the achievement of effectiveness and efficiency thus beneficial factor of message customization. General Motors Company acquires and incorporates the concept of message customization to interact with their consumers. This customization appeals to the consumers thus making them purchase the products from the organization. This increase of focus in keeping close tabs on the marketing procedures will enable the organization to meet the preferences, and unique needs by specific consumers. In this way, the volume of transactions can be enhanced. Cant (2006) notes that it is also the benefit of the organization to adopt and integrate concepts like conversion rates and click-through rates in the examination of the essence of messaging customization during the marketing process. This is possible at minimal overhead cost and makes the organization reduce its overall cost of operation in the management of distribution or promotion of the services.

Analysis by Bussler (2006) illustrates that customization also provides the opportunity for organizations to develop focused messages in relation to the variation of behavior within the targeted audiences. The organization adopts and integrates this diversity and variation in behavior to improve its performances while developing appealing messages to the needs of the specific consumers. According to Butler, 2010, the organization also has the ability to maximize the opportunities in the context of creativity and communication aspects through customized messages. This will enable the organization to enjoy the benefits of creative advantage and effective communication. Moreover, it will be possible to address the needs and objectives of the relevant stakeholders within the market. An organization that benefits from this application is Apple Company as it meets the demands of the market segments.

Brown (2007), notes that it is possible for organizations to segment their consumer database to facilitate the retrieval of information from the relevant databases. This information is applicable in the improvement of performance. There is a chance to improve revenues and profit levels by the business entity while maintaining the actual consumers and attracting prospective buyers. Blecker (2005) also contributes to the analysis of message customization by stating that customized messaging in the context of marketing is also essential in the sharing of information between the specific consumers, their respective friends, and relatives. This is critical in the realization of the goals and objectives, thus the cost of marketing or promotion process can be reduced.

In order to enhance the concept of message customization in the marketing aspects, business entities have numerous options to adopt and integrate within their operations. Some of the various options available at the disposal of the organization in improving the essence of message customization in marketing include videos, games, music, quiz, and graphics. These concepts will enhance participation of the consumers while boosting transaction levels of the business entity. According to Bidgoli (2003), message customization increases the top of mind recall, thus exertion of pressure on the consumer to purchase the product is in question. An example of organization that applies this concept in promotion of sales is the Samsung Company. The achievement of goals and obligations in relation to the duration of operation and industry of involvement is beneficial to the organization. Baker (2010) illustrates that increased interaction with consumers at the personal level ensures that customers engage the organization at numerous touch points, thus the essence of repeat procurement of the products or relevant services is the satisfaction of needs and preferences. According to Alonso et al. (2004), message customization in marketing also maximizes the concepts of cross selling and up selling. Accordingly, there is the opportunity for the business entities to improve the order value.

The available market statistics indicate that message customization will continue to influence the extent of marketing. This occurs despite the competitive aspect of social networking technologies in the modern technologies. The application of message customization relates to about 50% of the American consumers while this stat reduces slightly in Canada where it is approximately 48%. This is an indication of the continuous development of message customization in the realization of the goals and objectives and the opportunity to address variations in the needs and preferences of the consumers. Statistics also indicate that Toyota and General Motors business entities apply this concept to interact with local consumers and to develop consumer base. By 2015, the market research projects about 80 percent in relation to the penetration of message customization in marketing. This will enable organizations to enjoy the above benefits in the process of effective and efficient application of the valuable marketing concepts.

Conclusion

Marketing is one of the major concepts in the context of the achievement of goals and objectives. Marketing strategies of an organization will determine the success levels in the achievement of goals and objectives. Brink (2008), notes that organizations depend on consumers for the realization of their goals. It gives the opportunity and purpose of the maintenance of the valuable consumers. Message customization in the marketing process offers adequate opportunity for the organization to maintain its consumers’ base while attracting prospective buyers. This makes it an effective and efficient marketing tool to facilitate the achievement of the targets.

 

 

 

 

 

 

 

 

 

 

 

 

 

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