Sunday, June 13, 2021
Personalised Marketing

Why customer relationships could be stunted by over-personalisation

(c)iStock.com/maurusone

As our digital lives become lively is there a possibility that it could become a bit predictable and, well, boring?

Can it come to the point where marketers are shooting themselves in the foot from over-personalising effort messages?

While marketers are becoming more and more mindful of the role of data in generating content that truly resonates with consumers, if the material is being always used by marketers dependent on the insights into customers, where is the chance for growth?

The answer is ‘change sells’. Humans could be unpredictable and it is still an inevitable process although many people would love to assert we do not like change.

It is important that messages and tailored recommendations for products and services are shared with the consumers but it’s critical that entrepreneurs seem to keep their audiences with content.

Finding the Ideal balance

As machine and automation learning improvements, a marketer’s role has shifted within the industry. Possessing the capability to respond to growing customer talks is critical but failing to provide any new content may be a one-way ticket to relationship stagnation.

Tech is taking away the mundane day-to-day activities of sending out email campaigns and collating answer metrics, giving entrepreneurs for what they’re best at — being 31, the headspace.

Considering the tech at their hands, marketers need to understand they rely upon these systems to provide and that their customers aren’t entirely predictable.

It’s important that teams do not pit technology and creativity against one another to achieve this end. They could leverage technology to support them in delivering exciting new messages for the consumer.

Building more meaningful relationships is imperative in a world where customers have ample option — so how do marketers tap into new pursuits without breaking the confidence carefully constructed by hyper-personalised messaging?

Colour outside of those lines

It is time to deliver something which, to us as marketers, is much more instinctual, complementing rather than copying the data. This doesn’t mean that marketers need to split up the rule book and go rogue, but only apply idea instead of reactive use of data collections.

By way of instance, no one could have predicted adverts featuring Fred Flintsone purchasing new coaches to be delivered by Halifax. Being able to surprise your audience like this is critical to keep the brand/consumer relationship alive.

Curiosity about life in All its aspects, I think, is still the secret of great creative people

Humans are creatures; we are affected mostly by those around us, in case you need any evidence of this, take Pokémon Move or the recent buzz around the Olympics.

Rather than simply recycling what we know jumping on cultural trends places the customer back in the driving seat.

The client is always right

Nobody talks about campaigns that don’t trigger feelings, offer something out of the ordinary or simply reveals them something anticipated.

With the ability entrepreneurs possess the capability to delight us with topics and ideas that we wouldn’t expect to love and they could revel in the chance experiences this can offer.

While it might seem there is a greater danger – particularly for promotion teams who have leaned on the efficiencies of adtech – you get out what you put in.

Budgets do have to be prepared with this and it is important that no rash decisions are made which can harm the relationships built with viewers with time.

But as we could be creatures of habit, it’s crucial to shifting their messaging up that entrepreneurs seem till they lose sight of the role.

The advertising mogul Leo Burnett, the man behind the likes of Tony the Tiger and best McDonalds advertising, once said, “Curiosity about life in all of its aspects, I believe, remains the secret of great creative people.”

Go on and be curious about your viewers.