We think you’re fabulous!
We miss you!
Was it something we said?
How many times have you read an email and found yourself thinking, “Do I know this person?” Until you realize that it’s not a person, it’s an ad from a company you’ve used once.
Personalisation marketing or personalised content, ‘me-commerce’ has definitely made its mark as a digital priority in 2015.
The kind of language and tonality that was once reserved for talking among friends is now a staple of advertising, social media promotions and even products themselves. And we think it’s a great thing, when done properly.
In essence, the approach has become the ability to reach different consumers with different creative messages, rather than having to have a single advert that everyone sees.
It means you can subtly tailor marketing efforts based on demographics, interests, location, device or even purchase history (time, day, proximity to pay day), reaching millions of consumers but each with something that seems personally relevant and interesting.
The tweaks can be subtle, like different content or video thumbnails, or can be more dramatic – brands could for instance position themselves entirely differently to excite teenagers versus the parental audience who might actually be the ultimate purchasers.
And translating this into the business world, good personalisation can simply start with an acknowledgement of an action someone has taken on the company website; for example, downloading a white paper or requesting a price list and thanking them for it. And then maybe a follow up to see how they are getting on.
The trick is to do it all whilst still appearing genuine, not too eager and not to in your face. In fact, the devil is in the detail and the aim is always to develop the personal relationship.
Try these five top tips to make your audience feel like individuals (and reap the benefits!)
- Email: Probably the easiest way to kickstart the more personal approach is not only to have a name for the respondent, but also make sure it comes from a real, living, breathing member of your team.
- Analyse your data: Your business will have different audiences, who have come from different directions and want to hear different things about how your business is doing. By keeping track of your audience, you can personalise the message and you’re likely to get a higher response. Noting the keywords and organic search can help here.
- Personalise your content: Every person that visits Amazon is likely to see a different home page. Why? Creating a personal customer experience can contribute significantly to customers that are more highly engaged, which in turn has a direct impact on bottom line.
- Respond on social media: We all use social media to influence our purchasing decisions and create a direct connection with a brand. So take advantage, don’t over-automate or hard sell, but encourage a natural conversation to take place, as if it was human-to-human to provide the best and most appropriate content to address fans and followers.
- Apps: Pre-loaded apps and games are a great way to keep track of individual registered user’s habits and expenditure – plus when creatively put together can be a lot of fun for the consumer, who will feel they are being rewarded for their engagement (and expenditure!)
The good news is that personalisation is now more achievable to marketers than ever, thanks to new abilities to track, measure and respond to consumer interactions in real time.
Have you entered the world of personalised marketing? Would love to hear and share your experiences.