The Benefits of Personalisation: Lets Get Personal

The business of targeting in advertising, as I’m sure many reading this realise, is an ever evolving and complex concept. How can we determine that the marketing we create is going to most efficiently reach those most likely to be susceptible to it? In the past, I’m afraid to say this was both more simple and much harder than the present, 100 years ago you marketed directly and physically where you thought people would acknowledge it and having such a physical presence it either worked or it didn’t, continuous investment was just paying the printer again if you didn’t get the response you wanted last time. In 2019, with everyone in the developed world, and most in the developing, having some sort of digital footprint, the complexities of marketing correctly have grown hyper-exponentially and if you want to get the most bang for your buck you need to personalise all of your marketing from blog content, products, emails, ads and much more.

The advent of a vast network of growing data spanning the world has meant the reserves of relevant information to marketers has greatly increased. Touch points such as consumer behaviours, purchase histories, review submissions and retail links clicked, mean content, fully personalised to even specific individuals, never mind demographics and groups, has never been easier to conceive and create.

A study conducted by One Spot, (2017) questioned 350 marketing execs, found that around 65% of those using email marketing as a primary tool in their campaigns thought dynamic personalised content was the most effective tactic in they could employ. Around 60% of marketers said real-time data in emails such as: context sensitive signals like the recipient’s location or relevancy to known purchasing habits, was deemed effective/highly effective in their experience. Furthermore engagement rates for those who incorporated personalised content in their email campaigns is shown to be higher than those who refrained. In the studies’ analysis, average order value was found to increase by 5%, and conversion rates by 6% in those with personalised programs. Far more significant, at least to the CFO’s eyes, companies using personally targeted emails had an income of around 17% more through their campaigns than a non-personalising marketer.

It doesn’t have to be necessarily related to direct contact in one form or another between business person and client either. With the growth of intelligent computing systems more and more businesses are creating bespoke automated ways to interact with those they service. Businesses like Netflix, a whole handful of social media platforms and Amazon are already using automated processes and the power of personalisation to get ahead in their fields. Logging on to your account, at almost any media service or social media website, instantly renders a page full of the banners, carousels, advertising posts, design combinations and more that can all, with minimal or no human input (besides all the information you have plugged into the account and others!) over the years are all personalised for you.

Undoubtedly personalisation of your marketing can have a large impact on how effective your campaigns can be. So next time you template an emailer, put the finishing touch on that html ad, or even create some informative blog content remember: Relevancy begets Relatability begets Revenue.

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