As a consumer, I like to receive personalised content. I see it used a lot in the emails I receive. However, the marketing world is seeing an increase from consumers, for more personalisation.
I remember seeing the beginning of of an email which had my name at the top of it, and that was a great form of personalisation, but the world is moving on now. Consumers want more!
Reading through an article in CRM Magazine by Maria Minsker which spoke about how consumers find current personalisation in email marketing 'superficial.' One of the main figures that shocked me was from a study by The economist intelligence unit, which detailed that 33% of the people that took part in the study, felt that the superficial personalisation of their emails, was their top annoyance. Now email, as I blogged about before, could be the 'king of marketing' so marketers need to be using the data available to them, much more efficiently in order to effectively personalised deals and offer to specific consumers.
In order to personalise your consumers more, marketers need to make sure consumers are group into specific groups that can be targeted easily. However, it isn't just the personalisation that consumers appreciate. Consumers do not like to be bombarded by emails. It is key that in this instance quality is focused more over quantity.
Even though consumers are increasingly wanting more personalisation in their emails, it is much easier to personalise advertising by the use of mobile location services. More and more people are using Facebook and Foursquare to 'check in.' This is a great opportunity for local business to be able to personalised specific advertising shown on mobile. You can not get more personalised than a shop that is 100 meters down the road offering you a specific deal on that day!
I think there is a great market for businesses using mobile location services to target their consumers. For example a restaurant like Zizzis or Pizza Express, that are constantly offering deals to consumers, could use mobile location services to specifically offer that customer a lunch time offer which is only valid for 2 hours. A great place where this could be used is on the coupon site Groupon.
Obviously this is only an example and me using my imaginative brain. I haven't seen this been used as yet, however I am sure it is being used somewhere in the world.
A post by Robert Durkin on the importance of data personalisation and localisation highlighted that personalisation is the king. Consumers are more likely to interact and take notice of content that is personalised to them. The key example is when you receive an email on your birthday that includes a specific deal for a discounted meal or free services of some kind.
Sources used: Durkin, R. (2014) Econsultancy [Online] 'The Importance of Data Personalisation and Localisation' [Accessed 05/03/2014]
Minsker, M. (2013) CRM Magazine [Online] 'Consumers call personalised email marketing 'superficial' Vol 17 Issue 9 Page 10 [Accessed 05/03/2014]
