A Simple Approach to Personalized Marketing
Not long ago, Matt attended a dinner with a handful of big-wig executives and CMOs discussing trends in digital marketing. The buzz word on everyone’s lips? Personalization.
In the context of marketing, personalization begins with knowing the customer, or better yet, remembering the customer. Recalling someone’s preferences and buying behavior not only demonstrates empathy, but also enables you to anticipate their ongoing and evolving needs. Not to mention, 44% of consumers report a higher likelihood of becoming a repeat customer following a personalized experience. So, like it or not, business should be personal!
One of my favorite examples of personalization is a personal one (wink, wink). It happened not long after my first trip to NYC in 2015. During that trip, Matt and I started dating. Over the next two years, we built a long-distance relationship while working career jobs and attending graduate schools in separate cities. Because my full-time role was remote, I could work from anywhere with a strong Internet connection and some privacy. So once a month, I flew to Brooklyn to see Matt and try to mask what I’m almost certain was clinical exhaustion! And in my sleepless stupor, Matt introduced me to New York City and one of its most priceless staples—Seamless.
For those not yet fortunate enough to have encountered this food phenom, Seamless is an app that acts as a platform for local restaurants to sell their food and deliver it to your door, typically within an hour. Anything from Pad Thai, to Indian Cuisine, to NY pizza–aka the nectar of the gods!
One evening, Matt and I were both flying into NY from different directions, and in a really deep foodie flex, he opened the app at 11:30pm and ordered my favorite kind of sushi from 32,000 feet using airline Wi-Fi and had it delivered to his family home where I was staying. After that, I committed. I downloaded the Seamless platform…and later said, “I do!” to my Puerto Rican husband!
Shortly thereafter, Seamless began sending personalized coupons and messages to appeal to me based on prior purchases, such as pizza delivery on a Friday night. They even capitalized on rainy or snowy days by enticing me with emails entitled, “Hey Carma, stay dry with delivery!” And just like Matt, their personalization, thoughtfulness (or actionable insights based on buying behavior), and yes, grand gestures, won me over!
“Marketers don’t need more data, they just need the right data. Profits depend on getting it right.”
– Vance Reavie, Forbes Council Member
Personalization doesn’t have to start with a complex IT infrastructure. It begins with getting to know your customer and tailoring your message. It’s understanding that your data represents real people who, above all things, want to be remembered. In the words of John Erickson, former VP of Brooks Brothers, “It is taking technology and making it human.” Consumers want to know it’s more than just business, it’s personal. Not sure where to begin? Download our How-to guide to storytelling.
