Personalisation in Marketing: It’s Time to Evolve

Give your eyes a break, listen to the audio version: 


 

In the summer of 2013, Coca-Cola did something extraordinary…

…they removed their brand name from the large logo on their packaging. But, this wasn’t any old stab-in-the-dark tactic. 

They’d done their research, taking advantage of an affinity that effects the psyche of each and every one of us. 

So, what did they replace the world-famous ‘Coca-Cola’ name with? 

Probably your name, definitely my name and another 148 of the most common first names in the United Kingdom. 

Remember it? 

You might even remember when they used holiday destinations too?

And, we can bet that when you saw your name, the name of a friend, family member or loved one, or the holiday location you’d booked that year…

…you bought that bottle of Coke.

In fact, so many of you bought those bottles with first-names written on the logo that Coca-Cola produced and sold 100 Million packs.

Not bad, eh? 

So, what’s the secret? 

It’s all in the YOU. 

 

This Is Yours! 

digital marketing personalisation

We go mad for anything that has a closeness or relation to ourselves. 

Studies have proven that we are more inclined to feel a kindred spirit with people who have the same first name as us…

…but it stretches much further than this.

Other factors can be as simple as birthplaces, birthdays, star signs (if you’re into that kind of thing), close family names and living locations. 

It goes so far that Coca-Cola were able to boost their sales by replacing their brand name with that of popular holiday locations. 

Clothing brands have even begun to name the fit of their ranges after NAMES, e.g. TOPSHOP have different jean cuts called, JAMIE, JONI, LEIGH, BAXTER, and LUCAS. 

But, if you’re still on the fence about personalisation in marketing, here’s a few extra stats we’ve been kind enough to round-up:

93% of companies see an uplift in conversion rates as a result of personalisation (Econsultancy)

74% of customers feel frustrated when website content is not personalised (Loyalty 360)

50% of consumers would be more likely to use retailers again if they were presented with personalised offers and information (Smart Focus)

 

Personalisation in Marketing: Tactics for You!

digital marketing personalisation

Personalisation increases conversions, improves customer experiences and ultimately leads to BRAND LOYALTY…Click To Tweet

…in other words, YOU NEED IT!

But, if you’re just starting out, or you aren’t involved in a business that has the same marketing budget as Coca-Cola, you’re probably wondering how to use the AMAZING POWER of personalisation in your business…

…don’t sweat, we’ve got you covered. 

Here’s a list of really simple things that will get you a ton of desired results: 

 

A Brand of Brothers

digital marketing personalisation

Cool name, right? I thought of it myself. 

Before we get into the guts of this personalisation tactic, we need to separate our audience into two groups:

-Branded companies

-Personal Brands

Let’s start with the latter. 

Companies with personal brands, (businesses that are named after ONE PERSON) should focus their communications from the person who the brand is named after. 

Businesses who use Personal Brands rely on the AUTHORITY, INFLUENCE, and EXPERTISE of the person who their business is built around…

…so, when prospects communicate with the company, they feel an awesome sense of PERSONALISATION and AWE when they speak directly to that AUTHORITY. 

But, it works the opposite way around for branded businesses. 

If you’re trying to build a BRAND NAME, you should never use it when communicating with prospects.

In other words, speak to the prospect from a NAMED ACCOUNT. This makes communications much more personal and allows them to get to know somebody from your BRAND. 

And make sure your staff are RELATABLE! Think about your target markets problems and aspirations and load your staff with real-life stories they can associate with. 

First Name Automation 

digital marketing evolve personalisation

If you haven’t been doing this already, you’ve already missed out on a ton of business.

Using First Names wherever possible is an absolute MUST. 

If you’re tech-savvy, it’s easily done on website landing pages, and if somebody has to login to your site, KEEP THEM LOGGED IN for their next visit and put their first name EVERYWHERE.

It goes without saying that marketing emails should include first names, any CRM worth its salt will be able to do this for you…

…and now that Messenger Marketing and ChatBot software has emerged, you should be doing it there too!

Just think of it like this, do you open envelopes that are titled, DEAR HOMEOWNER? Or do you chuck them straight in the bin? 

About/People Pages

personalisation digital marketing tactic

How many business websites have pages dedicated to sharing STAFF PROFILES?

Looking at photos and profiles of REAL PEOPLE increases trust and the all-important feeling of RELATABILITY. 

Business websites can also create a sense of distance and mystery that alienates potential customers. Producing profiles that are personal to staff members breaks these barriers down. 

Einstein Marketer has a section about our staff in our MESSENGER BOT, ALBERT. This personalises the process, even more! 

 

Questions, Feedback, and Recommendations 

personalisation digital marketing strategy

Content and products can be altered. 

If your audience, customers or leads have suggested changes and you’re able to make them, tag and thank these individuals when you launch this alteration. 

Tagging these initiators is an amazing way to draw them closer to your brand and personalise their experience. 

Creating content based around a question from your audience is another way to tie strong bonds, and increase brand loyalty…

…just remember to publicly thank them!

If you’ve made alterations to a product from customer advice, you could even name that version of the product/service after them! 

This system of PRODUCT NAMING has worked for massive brands. It could work for you too. 

 

Data Segmentation 

personalisation digital marketing tactic

Nothing makes leads and customers want to hit the UNSUBSCRIBE button quite like irrelevant, annoying communications…

…but, nothing makes them want to BUY more than SPECIFIC SUGGESTIONS based on their interests and previous actions.

Producing relevant offers, deals and advertisements doesn’t need to be restricted to big retail brands…

…it’s easy! 

You can do it too, with the power of RETARGETING!

Using the power of this marketing type WILL significantly increase sales and brand loyalty. 

Remember the last time you bought something online, and were then emailed about items that compliment or are similar to that purchase? 

Maybe you bought something, maybe you didn’t, but either way, it probably felt good because it was created for YOU. 

In fact, it’s been found that 80% of consumers like it when emails from retailers recommend products to them based on previous purchases. 

We’ve got several guides about how to AUTOMATE this process (see the bottom of this post for the links) and optimise it. 

If you aren’t RETARGETING, you must start NOW. It works for all of our clients, no matter what industry they’re in. 

 

Survey 

personalisation digital marketing tactic

A really simple and amazing way of creating PERSONALISED content is to survey your audience after they’ve interacted with your brand or purchased. 

Making this request in a buying confirmation or subscription email gives you the opportunity to find out a lot more about the people who are buying from you too. 

 

Personalisation in Marketing: Strategies

digital marketing personalisation

Einstein has suggested just a few simple ways of producing highly personalised communications. 

People hate SPAM and AUTOMATED MESSAGES more than ever before and are much more likely to BUY again and again if they feel close to your brand. 

Building an affinity with your audience doesn’t have to mean producing 100 million products with the 150 most common first names, there are loads of different options available to businesses with smaller marketing budgets…

…and none of them need to be complicated!

If you’d like to talk to us about personalised marketing, DON’T BE SHY! Leave a comment or send us a message and we’ll reply as soon as our social media manager has stopped being an emotional robot (he’s not very happy today). 


Director of Content
at
Einstein Marketer

Josh is the Director of Content at Einstein Marketer, previously working as a Content Manager, freelance copywriter and marketer. He writes, edits, proofs and strategises content for Einstein's agency and their clients, sharing the most successful tactics and strategies with Einstein's lovely audience. He hates writing in the third person, follow him on the social links (above) so he can get back to writing as himself.

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