17May, 2018

Personalisation in marketing is key to campaign success

For small and medium size businesses digital marketing can be a challenge. It can be difficult to keep up with  constant changes and new ways to optimise performance. There is, however, one area of marketing that consistently provides strong value. Personalisation remains a key feature of effective campaigns. So what do we mean by personalisation and how is it evolving?

Personalisation is no longer just about just having a customer’s name and address. In modern marketing terms it means much more than that. Understanding more about each individual and being able to respond to their needs and interests is key.

What is personalisation?

Amazon has put a huge focus on personalisation for many years. The retail giant was one of the first to experiment with personalisation for their customers. It uses complex algorithms which leverage big data and AI. This enables the company to deliver a fully rounded experience that seems personal and focused. Suggested products seem extremely relevant and often timely.

The success of Amazon, and others, means that personalisation is something that consumers have come to expect. They want companies to engage with them directly, and to deliver suggestions and messaging that meets their needs. Many consumers, as a result, are willing to allow companies access to their data to enable them to do just that.

Successful companies have also realised that information for marketing and product messaging doesn’t just come from the individual consumer. It comes from big data, which can be used to build a strategy for engaging customers in a more personalised way.

In other words, you not only have the consumers buying behaviour to draw on, but also billions of other data points which can help you tailor your marketing approach.

What data can work for you?

  • What does you consumer really cares about, what are their interests?
  • Previous sales data. What has your customer purchased from you before?
  • Do they have any “abandoned baskets” and if so what is in them?
  • Where do your customers shop and how often?
  • What sites /pages do they visit and how regularly?
  • How does your data compare to trends emerging from big data sets? How you customers differ from the average can provide some valuable insights.

Remember: Under GDPR some of this data will be difficult to capture and store. If it is not relevant for the services you provide, then you should not capture or store it.

So there are some important additional data sources that can help you…

  • Property attribute data and the wealth of information you can learn from where someone lives.
  • Home mover data can be used to target meaningful messages before, during and after the home move.
  • Location data can help businesses focus marketing efforts on the right geographical locations.
  • Anonymous location and demographic data can be used to help focus outdoor advertising campaigns.

Data like this is useful to help your marketing become more targeted and provide a personal experience, especially  where you haven’t got enough personal data yourself. Combining these data sets can provide a powerful marketing opportunity.

The benefits for businesses

The more you understand what an individual customer wants, the better you can tailor your approach to them.

This is more than simple demographics. It is about honing in on individual behaviours derived from the careful analysis of big data sets. It is about using sophisticated targeting to create the perfect customer interaction that resonates more with your customers.

For many businesses this approach can seem quite scary and it also might appear expensive.  However, there are now a range of cost effective services are which can help business of all sizes make the most of personalisation. It is no longer just the preserve of big corporations.

Personalised marketing enables businesses to react dynamically to consumer needs and produce consistent and effective messages that meet the needs and interests of the individual.

Personalisation in marketing and GDPR

Finally, always remember that one of the big questions when looking at using personalisation in marketing campaigns is how new data collection laws are going to impact you. Most businesses now know that the EU General Data Protection Regulation is in force from May 2018. You will only be able to collect and store data that is pertinent to the services you offer.

It is your responsibility to ensure that you are GDPR compliant. You also need to ensure that any data you have is compliant. If you are working with a third party data supplier, then you should check that they have the right measures in place too.  Seek professional advice and check out the relevant documentation (the ICO is a good starting point).

About The Author
I am a proud husband, father and space-nerd. I love business and data so I try to combine the two as much as possible. This passion led me to launch Geopify.