Personalisation is all about people and scalability
The secret behind personalisation is not only delivering the right content at the right time but also being able to scale content production, reusing the content, and putting content together to form a new personalised message.
The goal of marketing is always to try to get the most value from the least amount of budget spent, and historically, this meant hitting as wide and hard as possible - finding the most common denominator among the customers and then focusing on that across a broad range of media.
However, the more you understand your audience and connect with them personally, the more return you'll get on your marketing investment.
The word 'personalisation' has become overused in recent years. It can be used to describe anything from slightly targeted banners to full-blown 1:1 marketing techniques. As a result, it’s become a somewhat confusing terminology. To master true personalisation, you really need just three things:
- A profound understanding of your customers’ needs
- An ability to meet this on a one-to-one basis (or as close as you can get to it)
- The ability to scale this to the largest extent possible
This may mean you need help finding and implementing the right tool for delivering the right content to the right person at the right time. Or it could mean creating a platform and methodology for content creating that is flexible and can be put together in myriad ways.