WHAT IS PERSONALISATION?
Two very simple quotes define personalisation. “An experience for the user, dictated by the user” and “Knowing who a person is and what they want from you”
Marketers are focused on developing meaningful 1:1 conversations & relationships with existing customers and prospects. Personalising their marketing message can help cut through the noise, building a closer relationship, and can help drive real results for their businesses.
More and more businesses are realising that getting true personalisation right is about understanding their customers and being able to give them what they want before they even know they want it. With advances in technology such as CRM systems and variable data printing techniques, businesses of all sizes are benefiting from personalisation.
Business are becoming more digitally savvy and their marketers are conscious that they need to deliver experiences that are more personalised.
Consumers are now able to influence how and what they buy across every industry and nearly every part of the globe. The persuasiveness of personaliation has transformed it from a mere trend into an absolute expectation.
HOW CAN PERSONALISATION BE USED?
Personalisation is one of the biggest trends in marketing at the moment and products appeal to consumers more than ever when they are personalised to suit them.
Key personalisation formats can be found within print & packaging, video, websites and targeted email campaigns.
These formats can be delivered physically (direct mail) or digitally (online).
To win customer loyalty it is important to focus on long-term relationships and engage consumers in new and innovative ways that add value throughout the entire customer lifecycle, making personalisation a key tool for customer engagement.
HOW DOES PERSONALISATION IMPROVE YOUR MARKETING CAMPAIGN?
The benefits of personlisation are huge. You can build brand awareness, increase sales, enhance your reputation and, with a positive customer experience, help create ‘brand ambassadors’ for your business who will not only return themselves, but will also speak highly of your offers and influence the opinions of their friends and family – something that has become significantly important through the emergence of social media.
Personalisation can help to make your marketing more meaningful. It can lead to customer retention and enhances the relationships required for customer satisfaction without being too intrusive. To form part of your marketing campaign, you should consider what does the future of personalisation look like?
Emerging technology and the continued use of social media will feature greatly. Both allow brands & companies to establish their own unique ‘voice’ and personalities. They can also further personalise content through different degrees of customer segmentation.
THINGS TO CONSIDER WITH VIDEOPAK
Planning in personalisation should begin with understanding how your customers want to engage with you and your businesses, particularly communication preferences.
The key to personalisation is to give your consumers something that will make you stand out and leave them with a positive and memorable customer experience.
Brands and consumers will always focus on their first interaction and the all-important theory ‘first impressions count. Getting it right first time can determine whether the relationship will ultimately be meaningful and develop.
Ultimately consumers are increasingly viewing their relationships with businesses as much as they do when evaluating a personal relationship; they want respect, trust, transparency and added value when it comes to receiving a truly personal brand experience. Within this in mind marketers are recognising the opportunities of personalisation.
For our clients, the power of personalisation increases the average order value and repeat purchases from loyal customers. What can it do for you?