Sunday, 23 August 2009

Personalisation & 5 Reasons Marketers Get It Wrong

There is little debate that personalised, more relevant communications cut through the marketing clutter and provide an opportunity to create or extend a meaningful relationship with your customer or future customer. In fact, the debate has shifted slightly beyond the nice to have, in this age of social communications - it is no longer neutral that your marketing messages are not relevant or engaging, it is potentially very dangerous to your brand equity. That being the case, why are at least 70% of the marketing communications that we receive basically blast communications, no more than one addressable step from "or current resident". Truth is, personalisation is not simple (otherwise it would be ubiquitous right?) to pull off , and there are five key elements that simply have to be in place to drive effective initiatives:
  1. Rich data on your customers and prospects that you can put to use to glean insights and therefore drive implicit or explicit personalisation
  2. A marketing/listening platform that allows you to gain deeper insights into your consumers at every point of interaction
  3. Multi-channel, multi-touch and multi-level creative approaches (entirely informed by point 1) to cut through the clutter and drive engagement
  4. The ability to accurately measure and optimise every campaign and every program
  5. An efficient, template-driven engine to create and deliver personalised communications in real-time
Without all of these pieces of the puzzle in place, personalised marketing will be either too costly, too complicated or too time consuming (and therefore too slow to react to changes in market or even individual customer) evolutions. It is doable, and some companies are driving significant value and can attest to the fact that creating great personalised communications offers great rewards, getting there requires a balance of strategic and tactical marketing prowess.

Get the 5 keys right and the needle will not only tell you exactly where it is in the haystack but will introduce you to the other needles that you didn't know were there...

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