As consumers get more and more savvy and demand more of the businesses they support, companies must continue to adapt and find ways unique ways to set themselves apart from competitors.

An integrated marketing approach that combines understanding your audience, using a variety of marketing channels to share your message, and getting personal in your approach are all viable strategies for a successful marketing campaign.

Here are a few more:

Personalize Your Marketing Materials

The research is clear -- marketing materials that are personalized and segmented based on a person's preferences or requests are up to three times more effective than generic requests. 

For example, let's say you shop at your neighborhood pet store and fill out an information card that tells them about your two dogs. However, every email you receive from the store is about discounts on cat food and or bird toys. This marketing is likely to get annoying or even push you to unsubscribe.

However, if the company sends you birthday messages for your dogs, dog-training information, or the latest deals on dog toys, you're more willing to open those emails and take action. 

Dynamic email content that personalizes the message with names, customized text, and relevant offers is much more effective and better serves each segment of your audience. These messages bring value to the reader and clarify that your business is essential. 

This concept can be applied to nonprofits as well. For example, donor appeal letters that use a donor's first name and reference a past gift tend to perform better than those that are generic or mass-produced. In addition, tools like Microsoft Word and Excel are simple ways to do proper segmentation and make each appeal personal. 

Go the Extra Mile for Your Customers

Going the extra mile for your customers is the best way to build customer trust and a loyal audience. It's also an excellent way to achieve reliable word-of-mouth marketing, with many of these happy customers recommending you to their friends with similar shopping needs. 

Companies that emphasize outstanding customer service and equip team members at every level to have the authority to solve problems are more likely to receive favorable reviews and build social proof. 

Partner With Charitable Causes

More than ever before, consumers want companies to put their words into action and demonstrate a commitment to the communities they serve. 

Companies can use partnership opportunities to contribute in tangible ways and receive positive brand recognition and public relations at the same time. These partnerships can be outright financial gifts to charity, in-store promotions where a portion of the proceeds benefits a nonprofit, or a more involved campaign that combines money with donations and volunteering.

Businesses that partner with charitable causes with the primary purpose of giving back will also experience the benefits of positive press and favorable attention from customers. 

Work with your local United Way to identify needs in your community, potential volunteer opportunities, and other ways your business can be of service.