The digital revolution means you need to get personal
You cannot go on ignoring the power of personalised content marketing. We have already arrived at a point where high quality content alone within marketing is simply not enough. Customers need to feel unique and personally catered for and in return may just bother to remember you. Starbucks make it simple, they put your name on your cup, at the other end of the spectrum, Amazon use tightly configured algorithms to generate the ‘recommended for you’ section. Personalisation means providing a seamless experience for your customers and informing them that you always have something useful and relevant to offer. This means your customers will always be more willing to interact with you and in turn creates greater levels of loyalty.
Data is the key
The content distributed to your consumers in order to be personal will need to be backed with consumer insights, an exact knowledge of your biggest demographic and what is engaging them most, which of course is subject to regular change. Customers often get frustrated if they cannot find what they are looking for, be it on a search engine or online shopping and Google’s ex-CEO Eric Schmidt is convinced that digital companies and technologies will form as a ‘Serendipity machine’ meaning companies like Google will tell you what you want to know before you even realise you wanted to know it.
Personalisation is profitable
Customers are loyal when your values align with theirs and this simply is not possible by using the same tone and content with everybody. If you are promoting a soft drinks brand and are communicating with a mother of three, use relevant imagery that relates to her and embed your brand within the advertisement. This may mean depicting a mother enjoying the beverage outside of a creche. The simple and personal touch technique certainly worked for Coca-Cola who found monumental success by just printing generic names on their bottles through the ‘Share a Coke’ campaign. Soon enough consumers took to social media to basically advertise the product for them.
The bombardment of irrelevant, uninteresting and ultimately interrupting advertising is the bane of consumer life. These same consumers are also likely to attempt to block out your advertising efforts which equates to a waste in marketing expenditure. However there is also a fine line between being brilliantly relevant and becoming creepy or giving off the “we’re watching you” vibe. Marketing/advertising has become quite a transparent process now and consumer awareness has grown. People know when they’re being advertised to and they know when they’re being sold to. The beauty of content marketing is it surpasses this initial hurdle and allows brands to build personal relationships with customers.
3 Key considerations to leave you with
- Most consumers are only interested in themselves when it comes to interacting with the marketplace or consuming advertising, so be sure to communicate something that directly impacts them.
- Interpret, understand and use the data you have on your target audience properly. This obviously means beyond simple demographic segmentation, you need to create a single customer view. As mentioned before, the message has to directly impact them so use their experiences and needs embedded into your brand story to achieve high levels of resonance. This will create that hook to reel them in.
- Personalisation is about making life easier for your customers, it’s not about directly shouting your message at them because your data says your product will be useful to them. Your message has found them just as they need you. Your content on staying safe abroad, together with the insurance you provide, appears just as they are finalising their online holiday booking.