Tag Archives: Personalised Marketing

Content personalisation. Get your message heard.

In last week’s post I talked about why I love print. CMYK printing concept

In past posts I’ve focussed on content personalisation  and where it fits into your marketing efforts.

Content personalisation is important, it isn’t about getting the recipients name right but making sure you are targeting your niche audience with the right information and content.

Social media platforms are a great place to find your audiences and engage with but they can also be a great time waster and an even greater distraction and they aren’t the only place you should be broadcasting your messages.

content personalisationTelesales, emailing, tweeting, blogging, advertising are also part of the process of getting your message heard. But you, your brand, your company, services and products are just another load of noise that disappear into the social void.

The marketplace is noisy with your competitors trying to get their message heard too and your potential customers are having trouble hearing your message let alone finding and engaging with your marketing efforts.

Shouting loudly and sending the same marketing collateral into the social media world hoping that some of it will resonate with a few might work, the only problem with that approach is that people will tune out very quickly or throw your marketing collateral in the bin.

I’ve said in the past that direct mail or a personalised marketing piece can be a great way to start the conversation going and get the prospect started on the journey to purchasing.

89% of consumers get their ideas from a print advert or a direct mail piece I should know I’m one of them so I know it works.

Transactional and marketing mail is a huge market, in 2012-13 Royal Mail handled 58 million items of addressed mail everyday and supplementing your social media marketing efforts with print and mailing services is a natural starting point for multi-channel marketing messages which includes digital and paper based communications.

With economies of scale, savings on printed collateral, postal discounts either via the Royal Mail or DSA (downstream access providers), short lead times and sophisticated highly personalised targeted marketing using digital colour makes print and mailing fulfilment a great place to start the process toward customer engagement.

content personalisation

How do you deliver the right messages to your audience?

  1. Aim to provide unique and valuable information and content on your brand, service or products. Make a strategic plan for developing your audiences’ engagement through a planned process for example – a blog – email campaign – direct mail – promotion on social media. If you know where you are going you can make sure your marketing efforts aren’t wasted.
  2. Focus on one simple message not lots of different messages or content so it becomes distracting for the customer. 
  3. Use the power of pictures with words, the old adage a picture paints a thousand words rings true. We associate images with brands and we want our customers to remember us the next time they need our product or services. We also want them to associate any imagery we use with our company so it reinforces the message.
  4. Using more words wont convey the message using the right words in a more vivid and simple way are more likely to be remembered.

Steve Jobs once commented that his most hated words were branding and marketing.  He went onto say that “people associate brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product.

Marketing is when you have to sell to somebody. If you aren’t providing value, if you’re not educating them about the product, if you’re not helping them get the most out of the product, you’re selling. And you shouldn’t be in that mode.”content personalisation

If Apple is right then we shouldn’t be in the business of selling but rather educating our customers, telling them they have a problem long before they know they have one.

Getting to a position where your audience see your marketing and recognise your brand gives them confidence in you because they see the information that you are providing as useful and is helping them in the buying process by adding value to their lives.

The are interested in hearing from you because they’ve become accustomed to receiving excellent information and expect it. It will excite them enough to start the buying process with your brand or company when they are ready.

Whether your marketing is driven solely into the social media stratosphere or you use the ubiquitous bit of paper to get your message out there your content and your message must be unique, original and consistent.

What do you think? 

What is marketing personalisation and what does it have to do with social media?


You cant have failed to notice Coca Cola’s ‘Share a coke’ summer campaign which is a great modern example of marketing personalisation.

Coke replaced the iconic brand with 250 most popular british names.

To ensure that marketing personalisation is targeted it has to be customised and personalised whether personalisation is attributed to direct mail, billing, social media personalisation is the key to engaging with your audience and customers.

We are over loaded with marketing messages subliminally and consciously but how do you cut through the ever increasing noise and get your message heard?

You personalise your product or service to suit the audience that the message is intended for.

Coke’s campaign was designed to create a huge buzz and engage its audience throughout the world and it has succeeded in doing that as people take to social media platforms with images of their personalised bottle.


What is the difference between marketing personalisation and customisation?

There are two types of one to one marketing: personalisation and customisation

Personalisation occurs when the company decides what marketing mix is required for an individual this is based on previously collected data.

A perfect example of this is Amazon.com personalised recommendations that display as pop ups when you log in showing suggestions of purchases you might like to make based on your previous purchase history.

Customisation is where the customer specifies one or more elements of his or her marketing mix. An example of this is Dell Computers giving the customer the option to customise the computer they order.

Sending out unpersonalised messages doesn’t engage your audience by personalising the campaign whether it is direct mail, email marketing, social media, billing you are more likely to engage a response from your customers.

96% of organisations believe that personalised marketing improves response rates and personalised emails improve click through rates by 14% and conversion rates by 10% [Hubspot].

Irrespective of the statistics customer letters, invoices both paper and electronic, direct mail, email newsletters are being posted out unpersonalised this is a missed opportunity for further engagement with the customer.

Why is data so important? 

brand and personalisation

Making your brand personalised to your audience increases customer engagement.

According to the DMA [Direct Marketing Association] consumer willingness to share data with brands has increased dramatically over the past 18 months. Over 50% of the 1,193 UK adults that took part in in a survey for the DMA/fast.map data tracking report were willing to provide basic information about themselves – name, address and email to receive marketing messages.

Equifax one of the UK’s leading data providers believes that the rise in consumer confidence in sharing data is the increased transparency in privacy policies and improving practices to secure trust.

Major brands such as Unilever are ensuring their privacy policies are communicated better so that customers understand how their data is being used and 43% state that a clear easily understood data privacy policy would encourage them to share their data compared to one in three 18 months ago. Research has also proven that the better the data privacy protection policy is worded the permission to market rate can be improved by as much as 100% with the best notices reducing opt out rates by as much as 10%.


How does personalisation add value to my marketing?

What is the point of marketing personalisation?

Engagement with customers is all about data and never has it been more important than to understand consumers habits and what drives their behaviour to buy.

Purchasing data, social media, customer service interactions and web searches are all the essential components needed to drive customers to purchase.

Ensuring that your database is kept up to date gives a valuable insight in to customers behaviour influencing how you target your specific audience and/or market.

UK Office Direct is good example of managing their customer database when orders are placed on the site it offers similar products which may be cheaper or, more expensive but the point is you are given a choice of products and associated accessories.

This form of collaborative filtering determines appropriate recommendations for
the consumer ensuring that you are made aware of all available products and accessories.

UK Office invoices which are sent electronically contain variable personalised data hi-lighting various up and coming offers, products and accessories that the consumer might be interested in the foreseeable future.

It is clever personalised and strategic marketing because each invoice they email out is highly targeted and specific to the recipient.

The more a business knows about its customer the more it can tailor the buying experience by delivering targeted and relevant content.

Like amazon, a regular visitor to a specific website starts to receive a more personalised experience because the company recommends products and services that may be of interest based on the data the customer has previously entered making  the chance of click through rates significantly higher.

A more customised experience determined by consumer habits will drive conversion rates and encourage visitors to spend more. By being able to have instant access to the products they like with little effort they will respond by spending more money or by returning to the website.

The more personalised their experience is the more they are likely to share it.

Content is king

The more relevant the page the visitor lands on the more likely it will convert in to a sale. By understanding who is visiting the website, mobile site or app will ensure companies can be target specific and retarget customers with offers that make the whole buying experience relevant.

What next?

The new wave of inbound marketing is focussed on ‘personalisation’ and it is not just B2C but will focus on B2B.

By creating a more personalised experience for prospects and customers that delivers solutions to their individual problems, interests, needs and wants will positively reinforce people coming back.

How does marketing personalisation fit in with print?

Variable data printing lead the way with personalisation and the concept of personalisation is not new.

Printing variable data invoices, statements, council tax books and bills were some of the original paper based applications that were highly personalised and customised to the individual.

This form of personalisation has tripped over into the cross media marketing mix. [Cross media marketing] where marketing campaigns can include a PURL, in lay mans terms the PURL is a link that takes you to a website via a QR code or barcode that you scan with your smart phone.

web traffic and personalisation

Good content = increased web traffic = more sales

Content and personalisation has always and will always be king. Good content coupled with a unique and personal buying experience will drive customers to visit your website which is ultimately what we want.

What do you think?

How do you use personalisation in your marketing strategy?

What has worked for you and what didn’t?

Share with us your experience.

You can follow us on twitter, facebook and pinterest and connect with us on linkedin and google+ for updates. Please do because we like to share.