Right Message, Right Person, Right Time: Every Time
The future of personalisation is here, and it’s good news for brands and consumers
Almost every industry is taking steps to digitalise, and those that haven’t yet continue to be disrupted by innovative technology companies.
The future is undoubtedly online, with half of UK retail sales predicted to be online within 10 years according to a report in the Guardian. Online events like this week’s Amazon Prime Day, is a good lesson of how now, more than ever, each interaction with your audience needs to be refined to stand out. The ongoing battle for consumers’ attention is an evolving landscape, where personalised engagement is key in building customer loyalty and assuring repeat purchases.
The prime example of this – excuse the pun – can be seen in the $1.5 billion of sales generated by Amazon’s 48-hour bonanza last year. With Prime customers typically spending on average between 2 and 3 times more than non-Prime customers – the result of a loyal customer base receiving a combination of highly personalised recommendations, value for money, and exclusivity of offers.
Creating a deep loyalty which evokes an almost ‘emotional’ connection between your brand and customers is a priority in keeping top-of-mind. When executed successfully, it can incite an irresistible sense of urgency when faced with offers and marketing that meets all their needs, as seen with Prime Day. So how can companies offer their customers a better experience?
Good personalisation amplifies marketing. It should ideally aim to inform, excite and intrigue, but most importantly of all, it should go to the lengths of offering an individual a bespoke experience and interactions, based on a number of data-driven and contextual factors. These could range from weather or time of day, to purchase history and website activity.
Historically it’s been difficult to deliver advertising that appears to be uniquely relevant and personal at such large volumes. More often than not, it’s evident that its been automated. The gold standard is using the right kind of data, to deliver the right message to the right person at the right time. Ensuring communications are as tailored to the individual as can be.
Using technology such as Spirable, brands have the ability to integrate all kinds of data into video creative in order to generate contextually-relevant dynamic content at scale, resulting in communications that adapt according to a customers unique preferences, likes, location, and what’s going on around them like the current weather or pollen count.
It’s good news on both sides
All of this is good news for consumers, as we are receiving ads based on our preferences, rather than irrelevant mass marketing. The data these ads are based on can be gathered through responsible marketing, it doesn’t have to be scary, daunting or sneaky.
Engage with your audience and make the exchange of value to them. A great example is PlayStation who utilised CRM data to create a year-in-review video, which brought to life a players’ greatest gaming moments in exchange for a GDPR opt-in.
For brands it’s also good news as they can continue to learn about their customers’ wants and needs to better serve them with products and services that they actually want. It also opens up the opportunity to convey relevant and engaging content as an avenue to grow their following across all channels.
Additionally it develops streamlined customer journeys for heightened brand experiences. Personalisation at scale accelerates business growth, drives down costs, has a greater ROI when compared with non-targeted marketing.