In 2012, a New York Times article entitled ‘How Companies Learn Your Secrets’ written by Charles Duhigg, revealed a public incident about an angry father who marched into a Minnesota Target store when his teen daughter received coupons for baby products, only to find out later, that his daughter was indeed pregnant. The retailer was able to predict her pregnancy and personalised the promotions she received based on the company’s data collection analysis. Is this a case of clever marketing or just downright creepy? While the benefits of personalisation are two-fold, both to the customers and businesses – it’s ultimately about striking the right level of subtlety in terms of privacy and avoiding aggressively targeted promotions.
Serving the right message to the right customer (at the correct time, on the best platform) makes your message resonate that much more.
Ways to Inject Personalisation into your Marketing Strategy
Real-time Email Marketing
77% of marketers believe that real-time personalisation is crucial1. Email marketing has emerged as one of the most reliable and effective channels for engagement. Real-time email marketing needs to be contextually relevant and requires more sophisticated data such as:
- The time and day
- Geographic locations
- Customer segments and personas
- Devices and browsers
- Loyalty statuses
- Email preferences
- Content previously viewed
- Recent transactions, interactions and site visits
In real-time marketing, the content of your email is never completely static. Readers may see a different copy or promotions depending on the day, time and location when they open the email. Real-time email marketing begins with a strategy based on customer needs and integrating the data with marketing technology.
Personalised marketing needs to be planned, targeted and tracked. Technology can only handle the nitty-gritty of data aggregation – you still need to figure out what data matters to you and how to use it. Funnel your resources into the most effective channels instead of relying entirely on your algorithms. Here are some examples of behaviour-based personalisation done right:
- In 2011, Coke took personalisation to the next level by rolling it’s Share a Coke’ campaign – it achieved 12 million media impressions, 4% increase of category consumption and 7% increase in young adult consumption.
- To keep its users engaged, Facebook sends automated emails to those who haven’t logged in within a certain timeframe. This strategy works well for the social media giant because trigger emails have a 152% higher open rate than traditional ones.
Personalised Content is not only for B2C
Over 60% of B2B businesses adopt personalised content and the effectiveness is resoundingly high, evident from the data below:
Which content should you personalise for best results? This will vary depending on your target audience and business goals. Only by monitoring the results can you find out which personalised content resonates best with your target audience. Demandmetric organised the effectiveness of the personalised content into these different categories:
- Segment specific – personalized by industry vertical or segment criteria
- Persona specific – personalized for specific buyer types
- Stage specific – personalized for a stage of the buying process
- Account specific – personalized for a specific prospect organization
- Lead specific – personalized for an individual lead
The report below showcases varying levels of usage of different types of content, with segment and personal specific content personalisation is use more than the others:
74% of online consumers get frustrated by websites with content (e.g offers, ads and promotions) that has nothing to do with their interests. Personalising your marketing messages allows you to tailor messages to customers through unique customer traits. And this is how you win hearts.
Image Credit : Canva
Content Strategist in Asia Pacific digital marketing with an interest in Corporate Social Responsibility and Public Relations. She practises yoga in her free time.