Personalisation - The Key To Modern Marketing

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Author Image - Elizabeth Hair

By Elizabeth Hair

Elizabeth is an experienced Project Manager, manageing project across numerous digital and traditional sectors.

Modern customers are becoming increasingly demanding, they want what they want, exactly when they want it, with minimal effort. Don’t get me wrong, customers have always been this way to an extent, but with the increasing developments in technology, they are now more demanding than ever. This is making life more difficult for marketers.

It used to be the case that large companies dictated customer demand, they told customers what they wanted and when. Now the control has shifted to customers, with social media setting a precedence.

Great Expectations

The main change ultimately comes down to customer expectations. Through the use of websites like Amazon and services such as Netflix, customers are becoming accustomed to brands doing the heavy lifting, presenting content tailored to them.

The first exposure I had to using personalisation for marketing was a few years ago, via email marketing. At the time, personalisation, or dynamic content as we called it, was revolutionary in the industry, generating a massive positive impact on open and click through rates. Whereas now, it’s not so much appreciated or impressing customers, but expected, and those who don’t adopt personalisation are starting to fall behind.

Users demand a faultless experience, regardless of device, having limited tolerance with websites that do not meet their expectations, as they know they can go elsewhere and find what they are looking for quickly and easily.

Don’t forget multi channel

I’ve touched upon email, but these days websites are increasingly delivering personalised content, as they know it’s what consumers demand. Amazon is often held up as an example of this, even by me earlier in this post, but sometimes Amazon can go too far, for example I browsed for a Christmas jumper on Amazon once last year, purchased one, and then for the following weeks I was bombarded with emails and personalised website content of Christmas jumpers. I’d already bought one, I wasn’t interested in another.

The reason behind my mini rant is that Amazon needs more rules!

Rules are the driving force behind personalised content on websites. Rules can help a business gauge how interested a person is in a product, to ensure marketing materials and personalised content are going to have the desired impact, rather than customers like me being bombarded with communications that just ended up generating frustration as opposed to a sale.

Not using personalisation?

Many Content Management Systems now have their own marketing platform, supporting personalised content, such as Sitecore’s Experience Platform and Kentico’s Integrated Marketing Solution. Both these platforms provide you with the tools you need to deliver relevant content to your customers.

These tools are intuitive and incredibly powerful, but it’s important to remember, you only get out what you put in.

It’s exciting times!

Don’t get me wrong, a lot of time and effort goes into creating personalised content and campaigns, but when you think about the potential, it’s exciting!

Never have we known so much about customers as we do now, as marketers we are always learning and have been striving for years to learn more about who our customers are and understand their buying habits… may be a challenge to manage and analyse all the data you now have readily available, but it’s one that presents a world of opportunities.

Now that you have data, make use of it and ultimately, make the most of it.