What is personalised marketing (and why should I give a f***) (soundbite)

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The marketing world is constantly changing – with new apps, strategies and tech – it’s hard to decide what’s actually valuable for your business, because every business is different. However, a new ‘trend’ in marketing we’ve seen (and used) is personalisation. This isn’t necessarily a new concept, but it’s become more valuable than ever with technology allowing us to bring it into the digital space.

So, what is it? Personalised marketing is about addressing your audience as individuals, not just your fan base. People like to feel special, and when your brand can deliver that, they associate that good feeling with your brand. For example, you’ve been ordering your coffee from the same barista for months, and every morning you walk in, and they say “Hello (your name), flat white on almond milk?”. Damn that feels good – they know you and they value you enough to remember your name and order.

Now let’s bring that feeling into the digital space. An online audience is vast – they could be from the other side of the world – so how do you emulate a personal experience? There are many ways – and you can find out about those in episode 81 but to summarise, it’s about collecting data and segmenting. The more data you have for individuals, the more you ‘get to know’ them. This allows you to segment your audience into different interests, buying habits and many different psychographics and demographics. Once you have the data and segments, the sky is the limit with personalising.

Now you know the basis of what personalised marketing is, you might be wondering why you need it and how you can benefit. Well for that and more thinky bits, tune into episode 81 of Marketing + Margaritas.