Great personalisation shows your customers and prospects that you understand them, appreciate them and can to talk to them as an individual about products and services that they’re interested in.
It’s more than just customising a promotional email or newsletter with the customer’s first name and it’s certainly not just cross selling a product to a customer because of other people’s purchase behaviour. True personalisation attracts customers and talks to them as individuals, keeping them engaged with your brand and ultimately drives more sales. A win-win for both customer and business a like!
“By promoting products and offers to the right customer, marketers who harness the POWER OF PERSONALISATION see significant return-on-investment. Businesses that truly personalise their marketing interactions will not only benefit from increased sales and revenue – they will create stronger customer relationships and build long term loyalty”. Anthony Wilkey – Regional Director at SmartFocus
Demographic, preferences, past behaviours and real-time behaviours:
Together these four types of data enable your marketing to be relevant and far more likely to attract, interest, generate desire and illicit an action or response. (AIDA)
Ultimately helping your business deliver the right content, for the right reason at the right time…That’s true personalisation.
Known demographics (such as age, gender or location) can provide an important foundation to your marketing activity. It makes business sense to know this information about your customers so you can broadly target lookalike customers but on it’s own it’s really just static information which only scratches the surface.
Preferences are accurate pieces of information that your customer has provided. This may include topics or categories they are interested in or their preferred frequency of contact and preferred channels of communication. When combined with the demographic data, this gives you the ability to start engaging in the beginnings of a basic conversation with customers.
3. Past behaviour:
Past behaviour relates to how a customer has interacted with your business from transactional history, frequency of visit, recency of visit and products or services browsed or purchased. This is very useful information – but what customers bought yesterday or last week doesn’t necessarily convey all their interests and desires.
You must constantly react to customer behaviour.
4. Real time behaviour:
The use of real-time behaviour provides crucial understanding about what your customers are doing right now. It acknowledges that each customer is a continually moving target and this insight enables you to continually adapt your marketing accordingly.
Personalisation in action
Combine all four data types together and marketers will have a well-rounded view of their customers. This insight powers the combination of channels, offers, creative, imagery and message that you use and perhaps most importantly, determines the timing of the communication.
“43% of customers prefer to respond on line – the ability to track customers in real time will deliver a 20% increase in customer conversions” dma survey 2013
Fully personalised digital print and emails can include pURLS or personalised URL’s allowing you to steer your customers to a more personalised online experience, linking your offline and online marketing together and providing a consistently tailored message across channels. It also provides further visibility of your customer and their actions so you can provide relevant content to each customer based on their known preferences.
In essence you have a complete accountable and measurable journey that is tailored to your customer at every touchpoint.
When implementing a personalisation strategy there’s a lot to think about, from gleaning insight from the available data and designing creative that’s flexible enough to cope with changes to copy length and images; to finding a system that can marry the two together and automate communications to arrive at the best possible time for your customer.