In a review of the five key consumer themes emerging at The Festival of Marketing (October 2019), Personalisation was No.3 in the list.
Tom Cruise and Minority Report today
The UK's huge marketing festival highlighted that:
'79% of consumers are more likely to engage with an offer if it is personalised’
Makes sense. Obvious, even. But we are not talking ye olde First Name salutations, no-sirree. Brands and agencies are using some mind-boggling technologies and drawing on extraordinary data sets to explore how timeliness and location enhance a personalised brand experience.
Some advertisers even factor in a consumer’s emotional state (based on facial recognition, social comments and so on) before serving a bespoke ad. Blimey!
And for most businesses...
But most businesses will never do this. Most do good marketing without access to such ‘bleeding edge’ technology. They've never heard about it, probably never will and can’t afford it anyway. But here’s the thing: they don’t need it. They do a different sort of personalisation. They look after their customers.
A client of mine gives away high quality, personalised freebies. The free winter jackets and hats, subtly branded, and embroidered with the customer's own or company name are presented after a purchase. Not a groundbreaking idea but the effect it has is quite something. It’s an unexpected treat and customers love those jackets! They are a talking point and they get noticed. Others in their trade see them and ask about them. They position the company perfectly with exactly the right type of prospective buyers. This kind of connection between brand and customer is priceless! I’m going to fess up and say it wasn’t my idea...
I have always embraced sophisticated marketing that's tailored around the interests, needs and the buying stage of my clients’ customers. And yes, I manage comms for customers that subtly respond and reflect the service or product lifecycle. It’s personalisation alright. But it's worth remembering, as a marketer, that what actually matters to customers doesn't have to be high tech.
Reviewing the marketing for your business?
If you’d like support marketing your business to generate sales please contact This email address is being protected from spambots. You need JavaScript enabled to view it..
