Importance of personalisation

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Personalisation is changing the way advertising is structured and changing the way we think.  Personalised messages and offers are being sent to consumers via smarthphones, laptops and TVs.  The opportunity for digital marketeers is huge

Everyone in the world is different; we’ve been aware of that for a very long time, but we haven’t always been able to commercialise on those differences.  Today, in business and in marketing in particular, digital technology is enabling us to celebrate those differences and communicate in such personal ways that a few years ago we would have thought of what’s going on as almost “minority report”.  Test it out for yourself.  Do an amazon search and just watch product similar or equivalent ads roll temptingly in front of your eyes for days.

I don’t know about you, but I’m quite a tech geek, so now whenever I send a copy and pasted link for an online resource to a colleague or friend, there’s sure to be a smartphone or tablet ad tagged on the side!  I’m not sure how effective this is in making me buy more devices that I would or could anyway, but it sure makes me aware of what’s hot and new in the market. In the past few years there has been a real shift in our communication habits.  In the home, we’ve gone from a telephone table in the (sometimes cold) hall.  That table would typically feature a large telephone directory and a dial or press-button telephone that enabled us to make and receive calls that were pretty important rather than typically trivial.  Nowadays, it’s commonly claimed that as a population we’re more than likely to check our social media and email messages before even heading to the loo first thing in the morning.  In business we’ve gone from a phone on our desk to video conferencing suites and on the move communication that means we’re never really out of the workplace.  This is good and bad.  But what it means from a marketing point of view is quite mind-blowing.

The digital revolution means that marketers and advertisers can tailor their messages to fit us like gloves.  They can make us feel so special that we’ll be banging their doors down to seal the deal on what they’re wanting to sell us.  Advertisers, marketers and businesses now realise that digital technology simply has to be at the forefront of their communication campaigns.  They are only too aware that they can capitalize on the fact that your mobile device is always in your pocket or handbag, ready to deliver that message that they’ve personalised for you.  Businesses who miss out on this opportunity, in the fullness of time will miss out and will miss out big style.

Convincing people to buy in 2014 and onwards simply has to be done using personalised messages tailored to a consumers preference in order to be effective.  This is because there is so much choice and anything but a personal message will get lost in a chorus of noise.  Marketing and advertising is all about making consumers feel special and reinforcing that the people they are buying from consider them to be special.  And this is where personalization really comes into its own.

There is so much information about us available thanks to the online tools that we use such as Facebook, Instagram, Twitter and Google +, it’s not surprising that marketers and advertisers take advantage of this.  We populate these sites with lots of interesting facts about ourselves and those facts tell the marketers about our buying preferences.

Technology has been so clever in capturing this information that it can now use it, as well as your browsing history on sites such as Amazon and Facebook as well as Google searches to tempt you with things that are “similar” and that you “might like”.  Smart TV’s are also starting to capitalize on this pushing targeted advertising through your TV.  This is a great way of personalizing your online experience and tempting you to make purchases that you mightn’t otherwise make.

Looking to the future there is plenty of evidence that suggests that targeted personalised messages that are delivered to your device while you are in shopping centres, cinemas and restaurants are just around the corner.   Your smartphone will know where you are using Location Based Tracking; it will know what you recently searched for or looked at and will send you personalised, targeted messages and offers to get you to buy.  You’ll be pulled in and persuaded by the offer of discounts in the location you are visiting as well as information on similar products; news about what your friends have bought and where they have shopped and eaten as well as what films they’ve watched.  All of this will be done to try and persuade you to buy.

Call it Big Brother; call it what you like, but it would certainly seem like The Minority Report is finally becoming a reality.  As a tech start-up in Scotland, it’s essential that you consider what you can do to harness the power of this personalisation in order to win the hearts and minds of your potential clients.

If you’d like help to make your Scottish tech start-up stand out from the crowd, why not REGISTER TODAY FOR A FREE CONSULTATION by emailing info@innovationcentre.org The Innovation Service has a team of Commercialisation Advisers ready and waiting to help you make sure your tech start-up has the very best chance of success.

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