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2016 – Is this the Year of Hyper Personalisation?
2016 – Is this the Year of Hyper Personalisation?
THE year of digital. THE year of mobile… over the past few years many marketing experts have proclaimed huge, industrial changes to the ways in which consumers, will receive their daily marketing messaging. However, whilst there have been incredible technological advances over the last 30 years from the consumers perspective it’s been completely manageable… in fact, they’re thriving on the change. Which means we marketers need to keep up!
Predictions for 2016 are that Ad-Blocking technologies will be a huge disruptor; especially for those marketers that rely heavily on mass scale digital advertising…again, this is focussing on how it will impact the marketer, not the consumer.
For 2016 (with my consumer’s hat on) I hope we will see Hyper-Personalisation come to life in the digital marketing space. With so much advertising and content being displayed achieving the required cut-through in your marketing messaging is becoming more and more of a challenge. Amongst all of this clutter, only a well-timed, relevant and highly personalised message will spark the interest of your next prospect or customer.
As Scott McCorkle points out in his article 3 Market Forces to Master in the Pursuit of the Individual Customer only a handful of companies achieve this, that is, the ‘Marketing Law of One’. Here’s an extract from the McCorkle’s article on this phenomena…
The Law of One
The 20th century economy was all about mass. Mass production, mass media, mass consumption, mass transit. In contrast, the 21st century is focused on the individual. Consumers want a newsfeed with their self-curated stories, their personal queue of content, a private driver via an app. It's the "me" generation, without the hippies. And for decades, marketers have focused on audience segmentation —segmenting people into groups based on demographics and behaviour to deliver more targeted communications. Today, we are quickly moving from mass media to personalized media, which means audience segments are refined and refined until they reach one. It's what I'm calling Marketing's Law of One.
Marketers know that every individual interaction with a person matters. According to Gartner, 89% of companies plan to compete primarily on the basis of customer experience by 2016—the sum of those experiences is your brand. However, the internal divisions formed at companies between departments such as customer service and marketing create forks in the brand journey for your customer. People today expect a personalized experience from the companies they do business with, and it takes two, both the brand and the customer, to make the Law of One work.
Who’s obeying the law?
Whether it's at the start of a customer experience with generating awareness or the infinite feedback loop of engagement and advocacy, here are some examples of transforming the interaction with their customers and putting Marketing's Law of One into real-world action.
Netflix and your personal content queue. Netflix didn't just blow up Blockbuster; it totally transformed how each one of its customers thinks about discovering and watching video—video content I know I like and want, suggestions for new content, and the ability to watch my own must-see TV whenever and wherever I desire. Every day is an opening weekend or television premiere for someone, somewhere.
Facebook is the ultimate expression of me: what I'm doing, who l like, where I've been, my pictures, content I think is interesting. Facebook's mission is to make the world more open and connected, and almost a billion people use it each day. My Facebook feed is not just how I present my digital self to the world, but how I interact with people and brands I want to invite into my room. As open as Facebook is, there is an intimacy to the relationships that rises to the top (based on algorithms of what you like, comment on and share).
When your tagline is "The happiest place on earth," there's not much room for disappointment. When you enter the Magic Kingdom, you become part of Disney's vision while it continues its decades-long track record of incredible innovation. Disney has created a way to make the park experience both personal and collective with its MagicBand technology. It strips away any of the perceived hassle of the park (long lines, using cash/credit cards, becoming separated from your group) and lets each customer personalize his or her visit in advance, unlocking rewards through gamification.
The company behind best-selling games like Call of Duty makes it easy for gamers to personalise their experience by being able to customize the game to their own preference and connect with other players. Activision also views their customer service operations as a chance to get closer to the gaming community. The company can easily track and monitor all relevant tweets and conversations on social media, with the goal of increasing player engagement. This dialogue is matched back to individual customers for follow-up with personalized recommendations and resolutions. Activision has found that delivering personalized customer service in social channels is less than half the cost of traditional phone and chat support.
Source: Ad Week