Let’s get personal | KHWS

Let’s get personal


As consumers become more cynical and wary of traditional marketing messages and big brands, finding a way to cut through is important in the battle for consumer attention. Brands are increasingly looking to data as the answer to this challenge. A growing trend in recent years has been to make better use of available data to create individualised content and marketing materials that resonate more with their audiences.

Personalisation isn’t a new thing of course. For years we’ve been receiving emails and targeted ads based on our previous purchases, searches and profile data (name, age, sex etc.). Now brands are wising up to the fact that it’s more complex behavioural data that will offer more insight and allow them to customise recommendations and content to us and people like us.

Whilst this is happening more rapidly in the world of ecommerce where the applicability is easy to see, more and more brands are also using the tactic in their advertising and online content to connect with their audiences through a variety of channels. Social is an obvious channel as it offers an in depth understanding of each profile which makes creating hyper personalised and targeted ads a no brainer. The same is also true of traditional DM channels where data has always been key but is being used in more tailored ways than ever before. One example is a recent B2B campaign by O2 where the top prospects were couriered unique holographic video messages that talked directly about their own growth challenges. It’s a tactic that worked delivering 13:1 ROI overall.

Beyond social and DM however, there are some interesting examples of data being used to create more personalised traditional marketing. Spotify’s 2016 global campaign is a great example of how to use customer data to create engaging content for new and existing customers. They used a series of engaging stats about their users to create an out of home campaign with posters like this example following the 2016 Brexit vote:

As always with data there is a fine line that brands need to walk between engaging the consumer and freaking them out – being too intrusive with personal data can be a big turn off for consumers. Choosing the right data and creative execution is the difference between coming across as the best friend or an unwanted stalker. As hyper-personalised content and using more complex data sets continues to grow in 2017, this will be the biggest challenge brands face when making their content and marketing more personal.