SAY GOODBYE TO PERSONALISATION – INDIVIDUALISATION IS THE FUTURE OF MARKETING
When we are aware that something is personalised, we feel a little bit special.
However, that exact email you received with the latest offers from a company you like was sent to thousands of others. The only thing that’s different in their version is their name. Sure it was addressed to you, but was it specifically made for you? The chances are very slim.
That’s what’s called ‘personalisation’, it has some element that relates to you, usually your name, but the content is not specifically targeted at just one person.
The saying ‘you are absolutely unique, just like everyone else’ applies to most forms of marketing that we see today, but this won’t be the case of future pieces of marketing material. Personalisation is no longer strong enough to cut through the clutter; rather an individualised approach is needed.
Customers should to be segmented on a much smaller and deeper level than what personalisation offers. Individualisation, on the other hand, is able to reduce that segment to one.
Some people are going to find individualisation goes a bit too far. They may feel that there is an invasion of their privacy since they won’t recall sharing specific information.
But it’s what people like. People like being noticed and recognised for who they are, as opposed to being another customer in the crowd, and if the data is used in a way that improves the customer experience and adds value to them, companies find that people are more inclined to offer their data. It all comes down to the way you individualise your message.
Here’s why individualisation is the way to go for marketing.
A LITTLE EFFORT GOES A LONG WAY
People like knowing that they are valued and that companies care more about them than just their business.
Just as we appreciate when people in real life make a certain amount of effort with us, we should feel the same in regard to marketers. Back in the day, shop owners knew their customers through relationships; they knew the likes and dislikes of their customers and could tail their customer experience accordingly.
Individualisation allows us to return to this level of service and technology allows us to do it on a much larger scale. Customer relationships are very important, but technology and personalised videos can help you foster relationships with all your customers, and at the same time too!
COMPANIES SHOULD UTILISE THEIR UPPER HAND
Before big data came along, it wasn’t an even playing field where customers knew significantly more about companies through reviews and word of mouth while companies knew significantly less about their customers.
In terms of information, the tables have now turned in favour of companies. They are able to obtain information about existing and potential customers in the form of likes, interests, websites visited, previous purchases and other demographical features.
THE STATE OF PLAY
Nowadays, people are expecting more from marketers since they are aware that their data, browser history and interests are readily available. They know that their information is accessible and expect something to be done with it.
If you collect data, you should be working to understand it and how you can best leverage it. According to the Teradata 2015 Global Data-Driven Marketing Survey, data-driven marketing is either embedded or strategic for 78% of marketers – a huge jump from 34% in 2013!
A common misperception is that companies need highly detailed databases to start with but it’s surprising how far a little data can go when it comes to personalising or individualising a video.
If you’re looking for a way to engage with your audience on a deeper level, why not present them with a video that is personally relevant to them? Not just with their name, but also with data-driven content that will wow them and perhaps even make them feel a little bit special!
The Data Creative platform creates data driven personalised videos in seconds by using data from your database, CRM, real time website behaviour or public social media. Our platform can personalise footage, animations, audio and even images to deliver videos via email, SMS or social-media.
Ultimately, it all comes back to creating an amazing customer experience and individualisation is the future of marketing!