Marketers were cheering of happiness when
they realised that with help of the Internet revolution they could excess data
to create their target personas. They could know now where the customers lived,
their age, gender, income level etc. Don’t get me wrong, this is great! And it
has been a great success for marketers the previous years. But it’s not great
enough anymore.
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New customers are intelligent and have
embraced the digital transformation and see this type of marketing as nothing
else than spam. The “pay, spray and pray” era is over. Statistics are showing that this half-hearted type of personalised
marketing can even hurt your business.
- 40% are less likely to buy from that company moving forward
- 50% are less likely to open the next offer that comes from that company
- 59% said they would unsubscribe from that company’s content
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It’s time for you to go and knock on the door at the
other side at your office and ask for the guy called Big Data. With use of more
data, you can create more complex target personas and this is the key to create
real personalized marketing and aim for one-to-one marketing as much as possible. When
Big Data is coming over to help you, he’ll hopefully bringing information about
customers’ interests, customer journey, buying behavior devices and when,
where, how the customer is linked with your business and much more. Using this
information and combining it with all the data you already have will give you tools
to create more personalized marketing. Moreover, the most important is to put it
in a context. Because if you’re not using the data in a context, you’re back at
the “spray and pray” but with just a tiny bit of better aim.
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The meaning of using the data in a context
is about presenting your content, so that it’s received in a natural way and that the content is useful for your
prospect and customer. Receiving ads of a product you’ve already bought the
week before or products you have looked at for a school project on your
computer without any interest in this product, is just a waste of money and
resources. This is a struggle and an amazing opportunity today marketers have
to deal with. The information/data you can know about your customer will
improve the quality and KPI’s of your marketing.
Statistics about what influences people to buy or act on an offer shows that 70% are more
willing to, when the offer adds value to something they are already or planning
to do. 60% prefer offers that target where they are and what they are doing.
This means that you need to know your customer and deliver the right content at
the right time on the right channel.
To push this concept of marketing to its
edge is to know what your customers want before they even know it. Based on all
data to understand and know your customer you can propose products and services
to them with a probability they’ll like them. Amazon is a company that have been working with this for a long time and they’re quite
good at it. They know what you’re reading and a lot more about you, based on
all that data they can make pretty good suggestions about your next purchase
and products you might be interested in.
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It’s not a walk in a park to gather all this
information but a lot of upcoming software that makes this a lot easier. But the biggest challenge is probably that there
is a very fine line about when you’re getting too personalized in
your marketing, so it’s not getting creepy. This line is of course personal and
differs from person to person and we think that this will be a big challenge
for the marketers to consider. We think that the important thing will be to do
the marketing in the right context and in a way, so that customers feel that they
really gain something out of it.
Written by Pontus Tjernberg and Elena Arkhangelskaya
Main article: http://www.marketingtechnews.net/news/2015/oct/20/how-context-key-unlocking-true-personalisation/
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