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Food for Thought: Personalisation is no longer a recommendation- it’s necessary

Apr 21, 2017

 

one size fits all.jpg

Personalisation doesn’t just mean slapping a name on the side of a Nutella jar or on to a Coke bottle; it’s about connecting on an emotional level. This really will build up brand loyalty and engage with both existing clients and prospective clients.

 

One size doesn’t fit all…

With so much noise online, delivering a personalised experience could be the key to standing out amongst the crowd. It’s of growing importance that a brand can talk to a person on an individual basis. As consumers, we are becoming more acute to the information we consume. Take Spotify for example, we are now creating personalized playlists that suit our tastes, and we’re watching select TV programs through On Demand services, such as Amazon Prime and Netflix. With this new level of control, a consumer needs to feel as if the brand is making extra effort in an attempt to grab their attention.  

Brands need to be taking inspiration from their consumer base and become more acute and selective in their approach. Whether it’s taking the nostalgia route of direct mailers or using cutting edge tech with ‘chatbots’ and personal web content. As a brand you need to think of what best suits your audience and how it will make them feel.  Share passion with consumers rather than talking too much about the product or service you provide.

We want it now…

Something to consider is consumers want a brand to be reactive to what is happening in real- time. In an age where everything is accessible at a touch of a button, brands need to be able to respond immediately and give instant solutions to any consumer query. With social media this has become incredibly easy. Having accounts with the three biggest social platforms; Facebook, Twitter and Instagram is a really simple step in personalizing your content, as well as, promoting and advertising through word of mouth online. For example, on Twitter people are retweeting their direct messages from companies, as they feel cared for and understood by the brand.

If you want a more personalised approach to your online presence then why not pop in to our offices based in Dartford, Kent or call us on 0800 644 7070.



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