By Rob Durkin
As technology progresses and new digital channels are adopted, targeting becomes more sophisticated, which makes personalisation even more critical. In fact, 52% of digital marketers agree that personalising content is crucial for online strategy.
Personally, I think this is 48% less than it should be, especially as studies show that personalised marketing campaigns are consistently more successful than static and BAU advertising content.
Why bother to personalise content?
In the past, you might have seen online adverts that were so irrelevant, that you wouldn’t have given them a second glance, labelling them all as irritating and intrusive.
However, if content is displayed in an unusual and interactive way, or is directly relevant, consumers are far more likely to engage with it, especially if they can personalise it themselves. Marketers are beginning to realise the importance of unique content, so more companies are creating innovative ways of allowing customers to personalise and interact with site content.
Sky has created a widget that allows their customers to choose a personalised ‘Sky bundle’ with automatically updating prices. Once the customer has made their choices, they are sent straight to the shopping basket on Sky’s e-commerce site, which is pre-populated with their personalised package.
The M&S virtual makeover counter is another great example of content personalisation. This platform lets customers upload their photo and virtually test make-up products, making it easier for them to find the right shade of foundation, lipstick, eye shadow etc. for their skin tone.
Content delivery, particularly timing, is also crucial and the effect of real-time personalisation was seen recently when the power went out during the American Super Bowl.
Making the most of the situation, several brands released adverts that were inspired by the blackout. Oreo tweeted a simple picture of their famous biscuit with the caption ‘you can still dunk in the dark’ and it received almost 16,000 retweets.
This is a perfect example of planning the unplanned as the timing was the key to Oreo’s success and companies should be aware that a clever response to a sudden event can lead to increased product awareness and customer interaction.
The end of generic content
It’s important that each online channel provides a unique user experience, but brands must be represented consistently across all channels, with content that is directly relevant to the audience within that channel.
Using product data to personalise content for online consumers ensures that they sit up and take notice of it, helping to generate product and brand engagement.
By making the most of captured data and ‘big data’, it’s never been easier to target product content towards your existing customers using marketing technologies.
About Rob Durkin
A natura¬l entrepreneur, Rob’s first foray into internet marketing was when he set up a DVD e-commerce site at the age of 16. His success and interest in this field led to his decision to read Computer Science at Girton College, Cambridge where he met fellow student and entrepreneur Chris Conn. Upon graduating they formed a partnership and began working with e-commerce and data extraction, forming FusePump in 2009. Rob, who is Head of Innovation at FusePump, is also a frequent speaker at events discussing e-commerce and online marketing.
FusePump was started in 2009 with the aim of make multi-channel marketing simple and profitable. FusePump product data feed technology enables online retailers to generate incremental sales by remarketing products into hundreds of online channels. www.fusepump.com