Personalisation is the future of marketing

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Recently in marketing, there has been a lot of talk about approaches that had fallen out of favour, such as podcasts and direct mailers, making a resurgence. Is it nostalgia that is turning agencies heads backwards? The changing economic and political climate? Or is there something else at play?

With so much noise in the market place in almost every industry and concerns that budgets will tighten thanks to Brexit, brands want to talk to consumers on an individual basis. As an audience we are becoming increasingly discerning about the information we consume, whether that's choosing to listen to our favourite bloggers in a podcast, curating a playlist in Spotify or picking what we view through on demand services such as Amazon Prime, Netflix or BBC iPlayer. With this new level of control, we want to feel that brands are making the effort to vie for our attention.>

More than just a name

To be clear, this is not just about using our first name or slapping it on a bottle of Coke or jar of Nutella. This is about creating a connection on an emotional level and really engaging with both prospective and existing customers to build brand loyalty and leverage ROI. This means agencies need to be ever more selective in their approach, whether it's the comeback kid of collateral, the direct mailer, whispering sweet nothings via a podcast or cutting edge tech in chatbots and personal web content.

Inbox overload is a daily occurrence and for every newsletter you signed up for that you actually read, there are probably five you delete without even opening. Whereas the last time you received a beautifully designed piece of direct mail is probably an event you can recall. We’re not talking about the crumpled pizza delivery flyers you get stuffed through the letter box or the latest begging letter from a charity including a free pen in the envelope, but something eye-catching and interesting. Segmenting your audience can mean the ability to discern who you really want/need to talk to, making an investment from your budget in physical collateral that feels relevant and shows your recipients some love.

The right fit

By the same token, we know that, dependent on your business model, a direct mail campaign might not be the best use of your precious budget if you need quantity reactions rather than quality. We’ve seen first-hand how different business models’ customer bases can react to a smart email campaign, that sends carefully timed reminders and follow-ups based on client reactions, such as opens and clicks. It’s not about whether the customer feels the nostalgic pang of a piece of post but instead it about demonstrating that as a business, you not only care about your customers, but you understand and empathise with them.

Likewise, visiting a smart website that has learnt your preferences and shows relevant content first offers an improved UX and helps engender brand loyalty. It benefits the business by knowing what stage of the journey your customer is at, offering tangible data about your customer reactions and experience through the sales funnel. Details specific to certain personas such as their needs, wants and possible roadblocks mean your website can offer the most relevant content supported by marketing emails.

We want it now

So with brands embracing technology as much as nostalgia, will we actually care if it's a chatbot rather than a person behind a social media channel? We expect instant responses, immediate solutions and a certain level of reverence for our status as a valued customer as a consumer. So as long as the AI has advanced enough to pull the wool over our eyes in short exchanges,  making us feel like we matter,  we will continue to retweet our direct messages or responses from companies none the wiser. We will feel cared for and understood by the brands we feel loyal to. It doesn’t matter whether it’s old school or new cool, because, for us as consumers, it's personal.


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