Why personalised marketing is not for the faint-hearted

Why personalised marketing is not for the faint-hearted

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It's not going to come as a surprise to you to learn that large organisations are using your data to personalise and target their latest offers to you. Indeed personalisation of both digital content and marketing messaging is now thought of as common practice, with us, the consumers, coming to expect a more personalised experience from brands in return for our ongoing loyalty.

What is personalisation?

True personalisation is an art that combines data with creative content. It’s using your customers purchasing history, average spend, purchase motivation, demographic data, geographical data and interactional behaviour to create a relevant and exciting content journey that’s specific to them. It’s not just dropping a first name into an email or sending a birthday gift to your customer. In fact, 92% of consumers are unlikely to engage with marketing that addresses them by name - true personalisation goes well beyond. 

Making it work

Effective personalisation is the gold that sits between a rock and a hard place. we now have the GDPR act that makes navigating the law around targeted communications more complicated than it was before. Allied to this is the ‘creepy’ factor, when data is used the wrong way and it makes our customers feel uneasy about our motivations.

Furthermore, personalisation tools are only as good as the content they serve. There is a world of difference between true personalisation and simply changing someone's first name. The data has to deliver value for a large number of people otherwise it can be perceived as not being relevant. Having the pressure to constantly create multiple streams of high-value content can be off-putting to marketing departments who are already under considerable time constraints.

What do I do?

Therefore whilst personalisation continues to be the focus of marketeer's thoughts, it’s planning and implementing, utilising an intelligent and scalable strategy, won’t happen overnight. In fact, reaping the rewards of truly personalised marketing may require businesses to shift their entire approach to marketing - focusing on the customer rather than the product with engaging content that adds value to their experience.

This means focusing on your customer and understanding the way that their motivations for interacting with your brand or use your product. By gaining this insight, you can discover the key personas within your audience and can formulate powerful content for each. With strategic content in place, the next step is to deliver it through a range of online and offline channels. Finally, through measuring the engagement with the campaign, your can drill down into what content resonated with which audience persona which will inform your next campaign.

Why should I bother?

The fact that the big organisations are already seeing the value of prioritising hyper-relevant experiences for their customers suggests that personalisation will be the next new marketing battleground, owing to its ability to deliver significant rewards for those who embrace it fully and make the entire customer journey unique to every individual at every available touchpoint.

Get in touch if you'd like to explore personalising your marketing communications.