Personalisation marketing

Imagine your book-loving friend’s birthday is approaching, and you’re going shopping for his or her present. Skipping the local bookstore, you sit down at your computer, open your web browser, and head straight to Amazon.com. While browsing for your friend’s present, you’re naturally treated to a few more recommendations from Amazon.Odd, you think as you glance at their suggestions; usually they do a much better job suggesting things you like. Then you notice that significat other signed in last, and that account is active. With a quick logout and re-login, you sign into your account — and to new recommendations that are far more suited to your tastes. (And now, you have some idea of what to buy your SO for his or her birthday.)

What is Personalisation marketing.BIXABlog_PersonalizedMarketing

Personalized marketing is the ultimate form of targeted marketing, creating messages for individual consumers (See also Targeted Marketing). That said, it is most often an automated process, using computer software to craft the individual messages, and building customer-centric recommendation engines instead of company-centric selling engines.

In addition to customized promotions, personalized marketing can also be applied to the products themselves by using a configuration system which allows customers to choose individual specifications for the products they’re interested in. By offering consumers products they already want, businesses are far more likely to convert online visits to sales.

For what kind of customers personalised marketing effective? 

In contrast to mass marketing, sending messages to large groups of customers—or even targeted marketing, which focuses on a particular consumer segment—personalized marketing delivers to an audience of one. So, theoretically it should be effective with every customer. In practice, however, the ability to personalise depends on the information that’s available about the customer; therefore, personalised marketing is most effective with consumers who are most comfortable with sharing information.The good news is that more people are willing to exchange a modicum of privacy for a personalised experience. Compared to the total population, younger people—who have grown up with technology—are more comfortable with sharing information than older customers.

Coca Cola “share a coke” campaign.Share-a-Coke-2

Coca-Cola’s “Share a Coke” campaign was pure marketing genius. Coke banked on the idea that people find personalization downright irresistible. After fighting a shaky start, through integrated marketing techniques, the Coke brand successfully infiltrated social media, retail spaces, and outdoor marketing with its personalized paraphernalia. The “Share a Coke” campaign featured personalized Coke bottles and cans with the top 250 most popular teen and millennial names in the U.S. The personalization went beyond names and included popular jargon used by the millennial demographic, including “Bestie” and “Wingman.” This type of campaign was first introduced in Australia in 2011, and the campaign saw massive success with a 7% increase in Coke consumption. With the success of the campaign down undah, U.S. Coke finally decided to give the campaign a try in the states for the first time in June, 2014. The campaign is currently being phased out, but there are whispers of plans to rerun the campaign every summer. In the past several years, Coke (and all other soda manufacturers) has seen declining sales due to the increased popularity of bottled water and low-calorie sports drinks. However, with the introduction of the “Share a Coke” campaign, Coca-Cola was able to break the downward trend. Thanks to the campaign, the company saw a 2.5% increase in total sales and soft-drink volume went up by 0.4%. The numbers show that people love to see their names on branded products. The campaign also created a gift-giving dynamic which further encouraged the collectability of Coke products. People would scour retail locations and even resort to eBay in the hopes of finding their name or a friend’s name on a Coke bottle. The Coca-Cola bottle is one of the most iconic designs in the world, and there is a real wonder for people to see their names on an iconic image. Social media played a huge role in the success of the campaign. When people were successful in finding their name on a bottle, they were encouraged to share their find on social media using the hashtag #ShareaCoke. This sharing behavior acted as an organic means of spreading brand awareness throughout social media platforms. Friends would see each other finding their names, enjoying a Coke product, and they would be inclined to interact with the brand, and so on. The campaign went beyond customized bottles. Coke created interactive billboards and websites as well as traveling kiosks where people could get more unique named Coke products. The integrated marketing technique using several avenues created a Jackson-Pollock effect that (successfully) splattered the campaign on every available surface. The integrated marketing created a cohesive message that was available on every communication channel. The main lesson to be learned from the success of Coke’s “Share a Coke” campaign: people love personalized products when it is unexpected. For Coke to print bottles with someone’s name on it makes that person feel special and appreciated. Of course consumers will take the extra step to seek out the product featuring their name, and while they are at it, they will buy bottles for their friends, and why not post pictures to Instagram as well? The campaign created an organic domino effect that helped the campaign gain traction and noticeably increase sales for Coke. Coke plans to take on more adventurous marketing campaigns. There are plans for a campaign featuring an auto-generated design printed on bottles. Read more about this campaign in our blog.

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