Do Brands Know You Better Than You Know Yourself?
Effective marketing treads a fine line when it comes to personalisation.
It often requires a targeted or one-to-one approach, whilst simultaneously avoiding the risk of being perceived as overly familiar or intrusive. This applies to online as much as it does to offline activity.
Personalisation gives brands and businesses the opportunity to reach out to the relevant consumers at the right time, creating the sense of a one-to-one relationship through clever use of consumer data.
However, striking the balance is no mean feat.
Businesses hold a plethora of sensitive and complex data about their customers which, once harnessed and correctly segmented, can be implemented to generate truly effective personalised content. With all this valuable data to hand it is important that the information is used strategically and not just for the sake of it. Coming from a background in direct mail, a recurring challenge I faced when briefing new projects was how we could use consumer data creatively and effectively without sounding like we’d been trawling through their wheelie bins at night!
However, in a digital age where data is seen as the new currency, consumers are becoming ever more vocal about privacy controls and the exchange of personal details.
A recent study conducted by Yahoo found that 41% of those surveyed wanted complete control of online content personalisation, yet the same study also found that 78% of consumers surveyed expressed a desire for some form of personalised content. Consumers are responsive to personalisation when implemented correctly. As Yahoo states ‘Personalization is the pathway to advertising nirvana— placing the right ad in front of the right consumer at the right time, driven by the right data.’
The success of Coca-Cola’s recent ‘Share a Coke’ campaign and the Heinz ‘Get Well Soup’ Facebook initiative have proven that consumers are willing to get up close and personal with their favourite brands and that this type of brand/consumer interaction increases their sense of affinity with a product… the challenge, as ever, is to not overstep the mark!