As a new user of Twitter, I spent some time looking at some accounts and selected few to follow. Some of them have a six digit number of followers. I thought they might be worth following. Some of them followed me back. I appreciated that and I was grateful. I decide to send a message to express my gratitude. I was surprised; the answers were really nothing close to what I thought. I was disappointed. The answers were mainly ads, and links to direct me toward some web pages. I do value each person work and I do understand how valuable for them the time they spend writing but if my presence on the web is only considered as a potential client or a source of revenue, I would appreciate bing approached differently. Maybe my expectation are high but hang on it is the person who is speaking here not the marker and I believe that we are in a world in which all clients got higher expectations that we should do much more to meet them.
I believe people should think less about how to make quick money and think more about how to start a relationship. It always gets back to relationship tightening. Make sure the offers, the messages, and services are consistent, relevant and timely customized to each individual across the different touchpoints to ensure a long-term value. In these particular circumstances, I thought I should give some time to speak about personalisation.
For sure, In the past personalisation was very difficult and on top of it considerably expensive. Today, the internet made the direct marketing much easier. E-mails and instant messages allowed to the companies a better way to communicate.
Let's first define what personalisation is.
Like it sound, it comes from personal, individual or even private. It sounds logical, isn't it? In marketing, personalisation is a method of communication through sending to each person or groups of people a customized message, this message is tailored in a way that the recipient preferences are taken into account. In this way, the company or their ambassadors differentiate themselves showing how they do business in reality. Experts think that personalisation is the secret ingredient for the marketing future. I say, it is the key today really.
I believe people should think less about how to make quick money and think more about how to start a relationship. It always gets back to relationship tightening. Make sure the offers, the messages, and services are consistent, relevant and timely customized to each individual across the different touchpoints to ensure a long-term value. In these particular circumstances, I thought I should give some time to speak about personalisation.
For sure, In the past personalisation was very difficult and on top of it considerably expensive. Today, the internet made the direct marketing much easier. E-mails and instant messages allowed to the companies a better way to communicate.
Let's first define what personalisation is.
Like it sound, it comes from personal, individual or even private. It sounds logical, isn't it? In marketing, personalisation is a method of communication through sending to each person or groups of people a customized message, this message is tailored in a way that the recipient preferences are taken into account. In this way, the company or their ambassadors differentiate themselves showing how they do business in reality. Experts think that personalisation is the secret ingredient for the marketing future. I say, it is the key today really.
If companies have today within their marketing department a position for social media executives. It is above all because personalisation is the difference between being alive as digital businesses and dead ones.
A large number of studies findings clearly showed that the tailored messages work very well. Show a stronger effect and influence highly and positively the respondent’s next moves but it is highly important to mention that it is not the cure to every issue. It is part of a strategic plan well structured to secure the continuous digital presence and eventually success.
Moreover, People today have more incentive to leave their personal data, preferences to their preferred website because they rather receive a tailored message or product offer than some random ads. They have more reasons to facilitate the interaction and are opening doors that once were locked. So, people are aware of the personalization because it is relevant and guess what! They prefer that. It is basically a way of doing things we should all get used to it as well. After all, marketers are at the mercy of their clients and if go back to the first principle of marketing we find that it is all about understanding what people want in their products or services and provide recommendations based on that.
It is possible to identify two types of personalization. The first form is “pull”, in here the user know or heard about the content, service or product and goes to find it virtually. The second form is “push” which is the company’s process to send a personalized content to the end- user even if he or she is not present. It might a link to the most recent article published or a webinar reminder or an e-book. For both types, the person responsible for being in touch with this users needs to be familiar with the personalisation and its process as part of the CRM.
It can be clear now that as much the personalization is important it might be more or less difficult and require a bit of time and effort. This includes the data the user provide deliberately, the one left in his or her profile or the traces left behind during the web pages navigation time. It is also possible to say that personalization level may depend on the degree of professionalization. Let’s consider six major steps.
· 1- Identification: as it sound, the identification of the user which trigger the personalization process.
· 2- Information collection: carry the necessary techniques to capture the user’s data which will help to deliver the right and relevant personal message or content, service, products … and so forth
· 3- Analysis: the data gathered before need to be refined and insights should be drawn to understand the user’s wants.
· 4- Match: The user’s profile is then clearly identified.
· 5- Delivery: a number of recommendations and suggestions are delivered to the user
· 6- Optimization: through continuous interactions with the user it is then possible to get finally to true personalization.
It might look quite hard but as said earlier it depends on the level of personalisation you require and can achieve. For sure, more the product or service you would like to the user to get have a big monetary value more effort and time you need to involve but when it is just getting a user to like, mention or share your link, the whole process won’t be complicated at all
Follow @IElmhadder
A large number of studies findings clearly showed that the tailored messages work very well. Show a stronger effect and influence highly and positively the respondent’s next moves but it is highly important to mention that it is not the cure to every issue. It is part of a strategic plan well structured to secure the continuous digital presence and eventually success.
Moreover, People today have more incentive to leave their personal data, preferences to their preferred website because they rather receive a tailored message or product offer than some random ads. They have more reasons to facilitate the interaction and are opening doors that once were locked. So, people are aware of the personalization because it is relevant and guess what! They prefer that. It is basically a way of doing things we should all get used to it as well. After all, marketers are at the mercy of their clients and if go back to the first principle of marketing we find that it is all about understanding what people want in their products or services and provide recommendations based on that.
It is possible to identify two types of personalization. The first form is “pull”, in here the user know or heard about the content, service or product and goes to find it virtually. The second form is “push” which is the company’s process to send a personalized content to the end- user even if he or she is not present. It might a link to the most recent article published or a webinar reminder or an e-book. For both types, the person responsible for being in touch with this users needs to be familiar with the personalisation and its process as part of the CRM.
It can be clear now that as much the personalization is important it might be more or less difficult and require a bit of time and effort. This includes the data the user provide deliberately, the one left in his or her profile or the traces left behind during the web pages navigation time. It is also possible to say that personalization level may depend on the degree of professionalization. Let’s consider six major steps.
· 1- Identification: as it sound, the identification of the user which trigger the personalization process.
· 2- Information collection: carry the necessary techniques to capture the user’s data which will help to deliver the right and relevant personal message or content, service, products … and so forth
· 3- Analysis: the data gathered before need to be refined and insights should be drawn to understand the user’s wants.
· 4- Match: The user’s profile is then clearly identified.
· 5- Delivery: a number of recommendations and suggestions are delivered to the user
· 6- Optimization: through continuous interactions with the user it is then possible to get finally to true personalization.
It might look quite hard but as said earlier it depends on the level of personalisation you require and can achieve. For sure, more the product or service you would like to the user to get have a big monetary value more effort and time you need to involve but when it is just getting a user to like, mention or share your link, the whole process won’t be complicated at all
No comments:
Post a Comment