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Personalization is Powerful

Personalization is Powerful

Everybody’s been trying to crack the mystery of what makes Millennials buy. We know that this generation tends to be careful with their dollars; they’re intense researchers who will go online to read reviews and generally watch several videos before they commit to a purchase. Value is extremely important to Millennials.

So too is the sense of personal relevance; when it comes to digital content and advertising offers, the Millennial generation prioritizes giving their attention to materials they feel were crafted specifically for them. Two thirds of Millennials use ad blockers, which means they rely on a process of independent discovery to find this relevant content. Once this interesting content has been found, Millennials have a demonstrated preference for active engagement that allows them to customize what they see.

While this is good information to have, it also forces the conversation about content strategies and the logistics of creation. Customer inquiries, both in person and those harvested digitally via social media, website forms, and other contact points, can reveal items that are of interest to a significant portion of your customer base. From there it’s a matter of breaking this broad topic down into smaller, more relevant conversations. After that comes addressing the questions of interactivity and engagement. Be prepared to address the same issue in several different formats. The Millennial buyer may very well watch a video and read a blog post and look for user reviews and check out your social media before making their decision. Be sure your company looks good at each and every touch point.

[Tweet “Millennials prefer active engagement that allows them to customize what they see.”]

This sounds like a lot of work, largely because it is a lot of work. Personalized content is appealing precisely because it’s not the quickly produced cookie-cutter experience your customer can get anywhere. When the experience is the same everywhere, price becomes the determining factor – and price wars are ones that no business owner truly wins. Strategies to reduce the workload include scheduling content creation to occur consistently throughout the year, instead of waiting for ‘slow times’ to take on the task, and recruiting qualified third parties to help with conceiving, creating and deploying creative content.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office