By Kelly Gerrish
Marketing is becoming increasingly personalised. Mobile technology has made it easier than ever for marketers to personalise their message to consumers.
After all, who doesn’t enjoy the feeling of walking into a shop and being recognised and treated as an individual? We all relish the personal touch, and this is no less the case when it comes to digital marketing.
Five years ago, the most personal it got was a ‘welcome back’ message on a website. If the personalisation was particularly advanced and could work out who you were based on a log-in or a browser cookie, you might be greeted by name: ‘Glad to have you back, Kelly.’ Fast forward half a decade and the evolution in technology means the possibilities for personalisation are endless.
74% of marketers claim to know that personalisation increases customer engagement. Interesting then that the same study highlighted that only 19% of marketers are actually using it.
Although personalisation may seem gimmicky at first, there is no doubt that doing it well helps consumers cut through the noise. Think Amazon’s product recommendations based on past purchases or what other people have bought. The more targeted and personal companies are with their messaging, the more likely they are to convert prospects into customers.