The Art & Science of Personalisation
Personalising your digital campaigns does not end with inserting the receiver’s name after “Hi” or “Dear”. It does not even begin there.
The real trick is to map the intent of your potential customers and communicate to them the right thing at the right time. Here’s how you can do this: As a digitally active organisation, you will surely be maintaining a Customer Relationship Management system or the CRM. This is your proprietary database that you can leverage at various stages of the customer life-cycle.
Now, you’d say, “but we’re already doing that!”
Of course you’re sending out regular mails to them and texting them with irresistible offers. But how many of your emailers get opened? I suspect, not more than .5% The traditional way of marketing involved shooting digital communication (emailers, messages, etc.) to as many people as possible, to maximize ROI (given the low CTR they produce). It also involved a guessing-game about whether the previous customer / visitor needs your product or services right now or not.
But new science says that customers tend to engage better and respond more to content that is highly relevant and personalized. So, you should be leveraging your proprietary data to serve customers just when and where they are looking for your service.
Here’s an example to explain:
Educational Group A focuses on sending regular emailers to their prospective lists, which prospectives may or may not read based on their current situation or requirement. An average student receives around 200 emails per day. His likelihood of registering the educational group is less than .05% considering the fact that he goes though all his mails.
However, Educational Group B focuses on the following:
1) Leverage their database using third-party integrations to reach out to consumers just when they are looking for their services. For example, attain top positions on Google search every time a prospect is searching for the courses / services the group offers. This can be done using smart integrations with Adwords and enhanced CPC.
2) Retarget the consumer with a variety of communications with frequency capping (to avoid bombardment of ads and communication spamming), once the consumer has visited their website.
3) Follow up with personalized emails and communication strategy once the potential has shown interest in a particular course. (Here potential interest is considered just not when the visitor fills the form but also when he spends more than 3 minutes on a particular page.
4) Send fortnightly emails and SMSes, containing useful information that the prospect can use. For example if a student registers on the website and spends over three minutes on a Course Structure in Mechanical Engineering, the email content can focus on benefits of the module, past placement of Mechanical Engineering graduates or appointment with a counselor for a more detailed discussion.
Which one of the two educational groups is likely to get a higher conversion on their digital marketing? If you guessed Educational Group B, you’re absolutely correct! With smart personalization of communication through digital Advertising, the Group is able to increase its brand engagement by 400% and increase in ROI by 250%.
All the steps taken by Educational Group B ensure that the communication is rightly placed, relevant and consumer centric. So what are you waiting for? Time to revisit your digital marketing strategy!