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Personalisation: why getting personal with your clients can lead to amazing new relationships

In a crowded room, full of chatter, it can be difficult to decipher one conversation from the next. Occasionally you may pick out the odd word or phrase, which makes you stop and take notice.

‘Did that couple next to us ‘really’ say they were going to buy a water bed for their poodle?’

But amidst the noise you hear someone calling your name. Immediately they have gained your attention and whatever they have to say, you are already engaged.

This is the power of personalised marketing.


How Personalisation Improves Customer Relations

Initially, effective use of personalisation helps to reduce the noise around your marketing message, going forward the customer interactions and intentions evolve your marketing message and leave the customer with a sense of, ‘I’m important, they understand me, they remember me.’

A study by Hanley-Wood Business Media demonstrated that 78%* of consumers felt that brands that create unique and personalised content were more interested in building relationships with them than their competitors.

*(Hanley-Wood Business Media, 2013).


What is personalisation?

Whilst adding a customer’s first name in the subject line of an email is known to increase open rates by up 29% and click through rates by up to 41% (Experian), personalisation has now developed to such a degree that referring to customers on first name terms is a bit like waving to your new neighbour over the garden fence. It’s a great introduction but you don’t really get to know them until you have been round for coffee and cake.

The advent of social media has given companies and marketers a rare glimpse into the previously private lives of our customers. Hobbies, likes, dislikes, interests and causes are all now out in the public arena.

We can create market segmentation by purchase behaviour and customer specific needs as well as utilising dynamic content to full effect. We are now able to put the best, most relevant offer or product in front of the client, keeping true to the old marketing message of ‘The right message, to the right person, at the right time.’

Which considering 74%* of online consumers get frustrated with websites when content appears that has nothing to do with their interests, the opportunity to drive relevance, convenience, loyalty and value is vast to say the least.

*(Janrain & Harris Interactive)


The personalised touch

Personalisation is becoming an increasingly important part of an integrated marketing strategy. Take time to understand your customers’ likes, dislikes, wants and behaviours. Consider not only your marketing messages but also how and when your customers want to engage with you, this in itself can be the difference between them feeling informed and feeling bombarded.

By creating an environment that allows for easy access to correct and relevant information and products, the customers’ purchasing experience is made easier, quicker and more enjoyable.

The end result is a great ROI for the company, improved customer engagement, but most importantly a deeper level of trust and loyalty that will see your customers’ lifecycle grow exponentially.


How to use personalisation

They say knowledge is power but once you have defined your customer base (or several) and gained the insights you need into their purchasing habits, what you do with that information makes all the difference between success and failure.

72% of companies say they don’t understand how to carry out website personalisation. One of the most common barriers being the inability to translate data into action.

*The Realities of Online Personalization, by Econsultancy

It is important to realise that personalisation contains several levels and how deep you want to go depends upon your business objectives.

One approach is to split it into two: ‘customisation’ and ‘behavioural targeting’. Customisation uses basic information about a customer, e.g. what search terms they type into Google. Whereas behavioural targeting operates at a deep level, based upon the customer’s online activities, e.g. social media posts.

There is a fine line between delving into a customer’s online behaviour and privacy so tread carefully!

At Plinkfizz we use personalisation as part of our joined-up thinking approach. We help our customers get to know their customers.

We understand that when customers feel unique, appreciated and well cared for the result is not only brand loyalty, but a constantly growing relationship that creates and nurtures true brand advocates.

But don’t just take out word for it. Take a look at how one of the biggest brands around the globe ‘got personal’ and started a social media revolution.

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