In a world where data reveals all about consumers, personalization is something for which many companies strive, especially given the advertising clutter on digital forums. With targeted marketing, IMC professionals can use web searches and purchasing history to provide relevant, meaningful content to potential customers. Retargeting also works to remind users of recently viewed products through advertisements on various sites. Scholars suggest that such web data will “grow 300 times by 2020” (Childress, 2014).
Given this never-ending supply of data made possible by new media consumption, consumers expect a personalized experience. This means marketing is “on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery” (Dahlström and David Edelman, 2013).
In an effort to do just that, marketers are using data to provide personalized offers and relevant content across channels –
Despite consumer insights, the challenge for many brands is to create content that breaks through the clutter and “connects with the audience on a different level” (Newman, 2015)
One IMC professional suggests that using social data and marketing technology to create “highly personalized experiences” is key (Newman, 2015). Omni-channel marketing is a highly personalized strategy that works to create a memorable experience for customers “at all points of interaction with your content and your brand” (Newman, 2015).
One example of this includes Domino’s “Anyware” campaign, which “gives customers the ability to order via text, Twitter, Samsung Smart TV, Pebble smartwatch app, Android Wear smartwatch app, Ford Sync AppLink system and voice ordering” (Berthiaume, 2015).
The brand’s dedication to deeper personalization through omni-channel marketing “strengthens the bond” and forges “trust, engagement and, ultimately business” between brands and consumers (Hubspot, 2016).
How personalization affects me
While personalization can seem a bit invasive at times, I usually find it helpful to see retargeted ads letting me know that a brand I’ve recently visited is having a sale. I usually see these types of advertisements on Facebook, which pop up as part of my newsfeed as opposed to an advertisement on the side.
These same brands will send me email and SMS alerts to let me know that an items I’ve “liked” are now on sale (see example below from Modcloth).
Every once in a while, these alerts will lead to a purchase, simply because the brand “remembered” my preferences (and likely understands that I usually only buy discounted items).
What does personalization mean to you? What do you see for the future of this emerging media trend?