Personalisation has been a top priority for marketers since Lester Wunderman, the man considered to be the creator of modern-day direct marketing, began to practice the concept of sending individual, personalised messages directly to his customer’s mailboxes, just 60 years ago.
Fast forward to 2019 and the use of personalised marketing is still absolutely necessary, but can be overwhelming. Some 83% of marketing leaders will invest more money in personalisation in the coming year, with almost a third planning a significant increase in budget.
Despite the increasing use and focus on personalisation in marketing, a significant percentage of businesses seem to struggle with implementing the right strategy. According to a 2018 survey by pure360, 92% of consumers are unlikely to engage with marketing that addresses them just by name, and 93% are unlikely to engage with birthday emails. Using basic information to target consumers no longer stands out. The key to successful personalisation is getting to know your target, and not just what their name is, or when their birthday is. The same applies to B2B, as buyers are saturated with messages from technology companies, and basic personalisation has been used for a long time.
To improve the use of personalisation, it’s a good idea to start with a strategy. 22% of people are happy to share some data in return for a more personalised experience, according to a survey by Deloitte.
At Ice Blue Sky, our Content Strategy process guides you through the best way to produce high quality, relevant content and how to share the content effectively. We look at the business, the customer’s industry and profile, uncovering customer industry challenges and how they link to solutions.
This enables content to be better personalised around particular commercial challenges that organisations may be facing, and ties those challenges into those organisation’s strategic priorities. For example, for one software company, we profiled 30 global organisations and created 30 bespoke reports that tied the commercial objectives of the global companies to common industry challenges that could be overcome using a specific type of technology. This led to a multi-million dollar pipeline of opportunities in 90 days, supported by a social media and direct marketing campaign.
If you want to find out more about how we can help you, send us an email at firstname.lastname@example.org.