Personalisation is something we talked about at the beginning of the year (2012) when it comes to Digital and Social Marketing, and it has started to happen off line too.
A great digital version of personalisation is email marketing or social media. Those emails you get that say “Hi [your name], Did you know that we could help [your company name] do…” or were your Facebook news feed shows you updates from a page you Liked the day before.
In Marketing the first and foremost element you need to look at is your target audience. These are the people or businesses who buy from you, will come back to you and will recommend you time and time again. Most of the time they are an oversight because you are to busy selling your product or service. The super brands have this down to a tee.
Coca Cola and Starbucks are prime examples of personalisation, were they have added your name to their product making you feel that little bit more special or even Amazon recommending another book based on the ones you have already read.
Lets take Coca Cola as an example; Coca Cola changed our weekly shopping trip were we are greeted with a large plastic container or fridge to rummage around in to “Share a Coke with…” someone you know or love. Taking you 5 minutes or more to find your names just to make the other person feel special.
They will forget what you said,
they will forget what you did,
but they will never forget how you make them feel
Within your Marketing you need to be taking your target audience on a journey that gives them your brand/company experience. By that I mean what are the steps you take to make sure they end up at the final goal, which is to purchase something from you and how can you make that person buying from you today feel like they are your only client?
This also goes for automated tweets which gives the same message to each person who follows you, even though they may be following you for different reasons. A personal experience is what we all expect from the person, company or brand we are buying from.
I am not a number, I’m a free man! – Number 6 (The Prisoner)
Personalisation should be used in the right place at the right time across the right marketing elements (within your brand/company experience) or you can make people feel like they are being stalked which can be a little creepy. Google remarketing has a knack for that.
The action I would like you to take is to understand your audience on a personal level and the benefit to you will be longer and stronger relationships!