Customized marketing approximately is the same as personalized marketing. Some people name this approach as one-to-one marketing. This type of marketing emerged lately instead of mass marketing. When the Blue Ocean strategy arose, this marketing strategy was implemented comprehensively.

Before explaining personalized marketing further, I want to recap about blue ocean strategy. Just imagine that the ocean is our market. If you market your product or service in the saturated market and the competition is very tight, it means you market your product to the red ocean.

On the contrary, if you market your product to the new market that you create and then the competition becomes irrelevant and easier to dominate the market, it means you market your product to the blue ocean.

The fundamental concept of blue ocean strategy is, create uncontested market and redefine your niche so that the competition becomes irrelevant.

Now, back to a personalized marketing. One of the marketing approaches to implement blue ocean strategy is by performing personalized marketing.

Why performing personalized marketing is one of marketing approach to run blue ocean tactic? The answer is: once you have created your target and get your customer, you have to do more action beside achieving awareness and presence. Because these things are not enough anymore. These new customers want more engagement, and conventional marketing or mass marketing cannot facilitate this need.

That’s why personalized marketing become well-known and many companies perform this marketing approach.

What is personalized marketing?

Personal represents an individual. Therefore, personalized marketing means focusing a product or a service to an individual customer. You can say also targeting a product to a special niche or special group of people or customer.

The concept is: once you have collected a data about your target customer, you can create ads and market your product that is suitable for your target. Thus, this marketing concept tries to develop a unique offer for your individual customer or group of your targeted customer.

The difference between mass marketing is: personalized marketing creates a unique product for special targeted customer whereas mass marketing create a product that is aimed to be marketed to many audience as possible.

How to use personalization marketing?

You can use personalization marketing with ease if you know the fundamental data about your customer, for examples: Who are your real customers? Do they come under your niche market? When do they interact with you? Why do they contact you? How do they interact with you (by phone, email, via social media, directly come to you, and so on)?

Once you have collected and analyzed the data, you can build personalized marketing approach. For examples: personalized email marketing, personalized social media marketing, personalized content marketing, and so on.

Personalized marketing strategies

Before discussing a strategy, I give you a short review about personalized marketing. To achieve a successful in running personalized marketing, you must be able to collect as much as information about your target or groups of people in your niche that is being marketed to.

Why do you must collect and analyze the data? Because by knowing of your targeted audience enables you to offer an unique product or solution to them. It is the essence of personalized marketing.

Below are the simple step to implement personalized marketing strategy:


1. Identify

In this phase, you must know your targeted audience and get information as many as possible from your customers. One of the data which is must be collected is their need, their preference, etc, so that you can identify their actual need. Therefore you can satisfy their need by offer a unique solution.

2. Interact

After identifying customer need and making an special offer for their need, you should interact with them, so that you can communicate and deliver appeal your suggestion to them via proper channel.

You must decide your interaction channel with your audience based on your data that have been collected before. So, you will engage them via appropriate communication channel.

The more you engage with your customer, the better result will be achieved.

3. Customize

As I mention in the first paragraph, personalized marketing is similar to customized marketing. There are many possibilities will come after you engage with customer. Maybe you find another product or service that is more suitable for your individual customer or group of similar type of customer, then you can try to customize your product or service to them, so that you can give them correctly what they need.

Example of personalized marketing

I give you a simple example. Do you know amazon.com, don’t you? It is one of the biggest online stores that has implemented personalized marketing.

They implement some technology that allow them to track their customer, such as: what type of product that customer buy regularly (purchasing history), etc.

Consequently they can create ad specifically for individual buyer and give more information for similar product that the customer like based on customer’s purchasing history.

Offering a similar product or product that is liked by audience have a higher conversion. This is a power of personalized marketing.