It can be a hard pill for marketers to swallow, but personalisation is not one-size-fits-all. Several years ago, personalisation was as simple as including a person’s name in an email. Nowadays, technology has become a lot more sophisticated and consumers expect more in terms of an immersive user experience. Despite this, there remains a sense that the full potential of personalisation has not yet been fulfilled. According to an Econsultancy report for Sitecore, almost half of businesses (49%) don’t personalise the experience across channels and only 30% of organisations think personalisation is a high priority. In fact, nearly half (49%) of senior marketers have no plan for personalisation or a plan lacking specificity and budget. The fact is, it’s very easy to overthink personalisation, which can lead to standardised practices that don’t suit your business.
Personalisation is about engaging individual people while reaching out to a large audience. To achieve this your business must understand consumers, their traits and behaviours, in order to identify actionable targeting segments for which different messages can be developed. For SMEs, start-ups and entrepreneurs, personalisation provides an opportunity for your brand to speak to your target market and get them thinking about how your services can fulfil a need they may have. Your business just has to look for the right opportunity to reach out and grab the consumer. In summary, true mass personalisation really is about right place, right time and right targeting.
Personalisation is all about context - understanding of a customer’s motivations at the time they receive a communication. When someone engages with your brand, they will do so with specific intent guided by their interests at that given time. When approaching personalisation, small businesses and entrepreneurs should start small and simple. Put together a framework based on your company KPIs and test creative ideas that talk to your audience. Be mindful to be smart and measure your resource usage. Start by collecting consumer data in order to fully understand your audience. Then you can target individual people en masse. Remember to continually review your tactics in order to get your strategy just right. If you’d like help to develop a purpose-built marketing strategy or want advice on how to make personalisation your superpower, get in touch with Only Marketing today.