Published: 11/11/2016 | AUTHOR: Barney Sayce
Whether it’s a birthday present to show how much you care or a pair of trainers that are completely unique, we’ve all found ourselves exploring the world of personalisation at one point or another.
Personalisation in marketing
Personalised products have grown alongside the growth of smartphones, as high quality cameras and social channels have made it easier to immediately share personal photos and experiences. And the personalised product market allows people to take sharing memories to the next level. You can now give gifts that are more personal than ever, producing an immediate emotional attachment and a much greater perceived value.
Moonpig was set up to capitalise on people wanting to personalise greetings cards to share memories and messages. As technology advanced, so did the possibilities and accessibility of personalised products. This is now a huge market, which JJ is playing a part in, working closely with British Loose Leaf to build a website for its latest brand, Memory Keeper. The website allows users to personalise gift boxes with their own photos and messaging in an interactive, fun and simple way, making more of the gift-giving experience.
What this new website also illustrates is that there is now a far greater need for a tailored mobile experience. Using Instagram, you can upload your pictures direct to the website and make your box in seconds, wherever you are. It’s not just about the tailored product, but a tailored experience.
Content personalisation through data
The world of personalisation goes well beyond personalised gifts. It’s used to enhance the content we all absorb, and while we all exist in the same world, the way that we experience that world is different for each person. Each of us lives in our own bubble, where all of our post addresses us by name, the ads we’re exposed to are specific to our own interests, lifestyle and location, while even online shopping is now personalised with recommendations based on our previous purchases.
With access to this kind of data driven approach, it’s no wonder that marketers now expect to be able to speak to their customers and prospects on a personal level, with digital marketing making it easier than ever to incorporate huge amounts of data into campaigns. All of this data has led to the rise of programmatic advertising, allowing marketers to deliver more tailored and specific messages to their target markets. This, in turn, improves the experience for consumers who are exposed to ads that are more relevant. The UK’s advertising spend surpassed £20bn in 2015, with digital being the driving force behind this. The channels that are struggling to keep up are the ones that aren’t able to deliver personal and specific messages to their target audience.
Talking about the Q3 2016 Bellwether Report, chief executive James Goddard said;
“With events and online remaining the strongest performers, it clearly demonstrates how marketing has got more and more personal. With personalisation driving budgets, the PR industry needs to ensure it also delivers insight led, targeted campaigns and interactive content that ensure audiences are reached in a targeted way.”
Personalisation driven by social media
In the pursuit of fully tailored and interactive communication between brands and consumers, chatbots have become ever more common. The combination of artificial intelligence with the ever growing popularity of messaging apps sparked the growth of chatbots, which allow brands to deliver the customer with the service or information that they need in a simple and engaging way. So whether you need to order a pizza or get your phone to tell you the weather, chatbots are making it easier than ever.
Effective email campaigns through personalisation
With digital being the key player in personalisation, it’s no surprise that some of the best examples of personalised content come in the form of emails and websites. However, that doesn’t mean to say it can’t be well executed across almost all marketing channels.Hubspot’s recent blog post picked out some great examples of personalised emails to get the creative juices flowing. At JJ, we’ve worked on a number of personalised marketing campaigns, such as our account activation campaign for RCI Finance, which used personalised DM and eDM to incentivise the customer to activate their online account to win £250 of car washes.
“Dear John, activate your online finance account and your Renault Clio could be the cleanest car in Oxford”
Personalisation done well will enhance the experience of consuming data. It allows people to absorb content that’s more relevant, however, while the benefits of personalisation for marketers are vast, they should always be treated with caution. There’s a fine line between personalisation in marketing being helpful and engaging and it becoming a little bit creepy, as Econsultancy recently posted. Anything that suggests “we’re always watching you” is probably a step too far.
Want some advice on personalised content that really speaks to your prospects and customers? We’d love to bounce around ideas, just get in touch.