Personalization: Highlights from My Marketer’s Toolkit

Published by Ashton Elder

Ashton has an M.S. in Marketing from Florida International University and has been working as a marketer for over five years. She is currently serving on the University of North Florida’s Department of Communications Professional Committee Board. Ashton has been a guest on several media and marketing panels throughout her career. She also holds a degree from the University of North Florida where she studied political science, journalism, and mass communications. Prior to working in marketing, she worked as a journalist for several news outlets and publications, including an internship at NPR where she produced several radio features. This site features a collection of her articles and radio features from her career in journalism. This site also features some of her insights and projects from her career in marketing. Ashton’s background in journalism has provided her with a solid foundation on which to build enhanced media and social media strategies to provide creative, innovative marketing solutions. Ashton also has first-hand experience with brand design and brand building. Ashton also works on an array of marketing projects from social media to email marketing and everything in between. View all posts by Ashton Elder

branding, content marketing, customer journey, digital marketing, email, email marketing, Marketing, omni channel marketing, SEO

Personalization has become an important tool for digital marketers. Marketers can use data and AI to optimize their ad campaigns to create a more personalized customer journey and ultimately convert more digital leads. This can be accomplished in a variety of ways which includes techniques such as micro targeting and segmentation, niche-based content marketing, and digital advertising based on consumer data. As the head of marketing at a Florida real estate brokerage I have used personalization effectively in email marketing campaigns, content marketing and paid search ads.

My current email marketing campaign for my company, the Door to Door in 904 news, is an email newsletter that is designed primarily to recruit Northeast, Florida real estate agents. All of the content and branding of the email is designed with that customer base in mind. The email marketing platform I use is called Flodesk, and it allows for more enhanced personalization and segmentation options which I use in the Door to Door in 904 news. I also designed our company blog, Top of the Coast, as a brand that appeals to those who are thinking of moving to Northeast Florida or already live in the area. All of the content is centered around topics that relate to local neighborhoods, businesses, events and topics of interest.

Lastly, I run multiple paid search ad campaigns using Google Ads on a monthly basis. Each campaign is crafted for the specific farm area, a real estate marketing term which describes a geographical location of homes, neighborhood or niche area. The key words, location and demographics are customized for each agent for each campaign.These are just a few of the many examples of how personalization works to aid digital marketers to craft more effective campaigns. The important thing to keep in mind is that customer data and research is an essential component of personalization, and the better the data is, the easier it is for us marketers to apply personalization tactics.