Communications Marketing: Getting Personal The Right Way
Give that a thought for a moment. It’s not about ‘Marketing’ communication, but more about how different ‘Communications’ are marketed. As a consumer, the only brands that catch my eye in an inbox full of promotional newsletters, are ones that masterfully hit the nail on the head. And as an Ad-Tech entrepreneur, how I help brands strike that hot iron is by practicing personalization, the right way.
Permissions Marketing is crucial, because, from the customer’s point of view, the line between personal and private information is very thin. When you leave it to consumers to decide if their geo-location, browsing behaviour and profile details can be accessed to keep them informed about upgrades, discounts and exclusive invites, you’re telling them that you respect their privacy and discretion. That kind of etiquette goes a long way to impress upon people that you can afford to not-be-desperate and that perhaps they might stand to lose by staying un-informed of some good deals. Since the user was explicitly asked to grant access and permission, chances are, the next time he/she spots your ad or email, they will recall the brand in good light.
Asking for permission also makes more economic sense than asking for forgiveness. The rising “Unsubscribe” figures and “Report This Ad” actions on Google indicate a disgruntled customer base, misinformed marketing policy and hence, loss of revenue. A filtered database of users who are genuinely interested in receiving communication helps contain your ad dollars and improves conversions naturally. Try not to look at every customer as an opportunity cost. Instead, weigh the risks of losing immediate prospects to pesky advertising in the short run, so that you can gain a steady, loyal following with time.
Quit Being Trigger Happy
There is more to personalized communication than just addressing a prospect by their name, gender and last purchase. It is more about going deeper to deliver individual specific messaging that may not form a part of your monthly carpet bombing strategy. A good rule to ensure you don’t repeat your re-targeting practice is to imagine that you have only 1 shot at rekindling the user’s interest. Do you have enough information to know if your offer can’t be refused or do you think it’s best to wait another week? Perhaps the customer abandoned the shopping cart to wait for his salary that would afford him the luxury? Or maybe a list of consumer testimonials that highly recommend the product/experience would be more convincing than reminding the user about the big bucks he forgot to charge to his credit card?
Why waste 3 rounds of remarketing? Sometimes, reminders that are frequent and mass marketed may rub consumers the wrong way instead of showing that you care. Identify value in every communication and allot touch points that will make the best impact. Build a schedule that caps the number of ads displayed and spreads out across the full customer journey. This will allow you time to study and customize your communication with an offer that is truly relevant.
Make Profit With ‘Give & Take’
Companies typically employ result oriented strategies to their advertising, like broadcasting newsletters on Wednesdays because of high open rates. However, with such mass marketing tactics, rarely do companies share the value of that advertising with the consumer.
A good example is Pepsi partnering with fitness app brands to reward users who completed a certain level of exercise with a FREE bottle of Pepsi’s Propel Zero Enhanced Water.
What a great way to pair a brand’s agenda with a surprising gratification in real time! The customer or website visitor is already familiar with your brand and services. Personalized communication is your turn to reflect that recognition back onto the consumer. Know which network, publication or brand to partner with and try to understand when is a good time to tap customers navigating the web on the shoulder.
I believe that Personalized Communications Marketing is not just about collecting information from registers, mobile towers and cookies to hyper segment user profiles into numerous buckets that look like Russian nesting dolls! It is about delivering thoughtful service and information with a sensibility and sensitivity that make the end users see repeated value; all because you made them feel special and known.
I understand that all this can be achieved only with a centralised data system and a team of professionals trained to study and spot such opportunities. That is exactly what we at BPRISE have built. We aim to go beyond the usual geo-location, purchase patterns and web history data points, to really read people’s minds! Talk to us!