Personalise Messaging & Communication
In a world with numerous choices, personalising your message and being more relevant than your competition could be a make or break factor in any marketing effort you embark on. Historically, B2C marketers have not really focused personalisation or customisation, but more on metrics such as reach and frequency. We believe that there are numerous ways to personalise your messaging and that a huge part of your success depends on this.
The coolest example I can think of is the Starbuck app. It is able to display ten thousand different customised offers and recommendations and has arguably one of the best use rates of any loyalty program. But the chances that your companies following are as loyal and passionate as the average Starbucks fan are slim, so your options, and your pockets, might not be as deep.
There is no reason to dispair. There are a lot of different things you can personalise, but for the scope of this article, let’s focus on these:
Signal about who they are: Apple watch Anthem spot. Most large digital advertising platforms have detailed audience insights. Cross reference this with your own Google Analytics data and find the audiences you want to target with a specific creative.
First party audience data about what they want: Purchase history. Website activity, in market audience data. Results from the past are a pretty good signal in predicting the future. Funnel drop off, search intend,
Third party data about context: personlise the creative for device, date and time, location, lifecycle stage, ect ect.