Using MarTech for Hyper-Relevant Messaging

Personalisation at Scale: Using MarTech for Hyper-Relevant Messaging

In today's crowded digital marketplace, generic marketing approaches simply don't work. Consumers have grown accustomed to receiving an overwhelming amount of information and they demand that brands pay attention to their individual needs and interests. This is where personalisation at scale enters the picture, aided crucially by advances in marketing technology (MarTech).

What is Personalisation at Scale?

Personalisation at scale involves tailoring marketing messages, offers, and experiences to individual customers across all touch-points. It goes beyond basic customisation, like using a customer's name in an email, to providing recommendations, offers, and content that align with their browsing behaviours, purchase histories, demographics, and expressed preferences.

Why Personalisation Matters

Consumers have come to expect a certain level of personalisation. Studies show that:

• Over 70% of consumers expect companies to understand their individual needs.
• Highly personalised marketing messages can drive a 20% increase in sales.
• Companies that excel at personalisation generate 40% more revenue than those lagging behind.

The Role of MarTech

Marketing technology plays a pivotal role in enabling businesses to achieve effective personalisation at scale. Key MarTech tools include:

• Customer Data Platforms (CDPs): CDPs provide a centralised hub to collect, unify, and analyse customer data from various sources (e-commerce platforms, websites, email marketing, CRM systems, etc.).
• Segmentation and Predictive Analytics: Sophisticated analytics tools help marketers segment their audience based on various criteria and predict future behaviours or preferences. This allows for targeting the right people with the right message at the right time.
• Marketing Automation Platforms: These platforms enable the creation of automated, personalised customer journeys. Emails, social media posts, website content, and offers can be dynamically adapted based on the customer's interactions with the brand.

Personalisation Tactics Using MarTech

Companies can utilise numerous MarTech enabled tactics to elevate their personalisation strategy:

• Personalised Product Recommendations: Use CDPs and predictive analytics to provide product recommendations that match an individual's browsing history and expressed interests.
• Dynamic Website Content: Modify website content, including offers and imagery, based on a visitor's location, search behaviour, or past purchases.
• Targeted Email Campaigns: Deliver targeted emails with content or offers based on previous engagements, subscriber preferences, or lifecycle stage.
• Location-Based Messaging: Leverage location data to deliver timely and relevant promotions or push notifications in a real-world context.

Case Studies: How Top Brands Implement Personalisation

• Netflix: Their recommendation engine offers highly personalised suggestions based on viewing habits, drastically improving user experience.
• Amazon: The online giant offers tailored product recommendations based on browsing history, cart items, and wish lists.
• Spotify: Delivers personalised playlists like 'Discover Weekly' curated for individual musical tastes.

The Future of Personalisation

Personalisation is here to stay, and it continues to evolve as technology advances. The use of artificial intelligence (AI) and machine learning is making hyper-personalisation an even greater reality. The future will see an increased focus on real-time personalisation, voice-driven interactions, and privacy-sensitive solutions.

Getting Started

For companies eager to improve their personalisation capabilities, starting small and gradually scaling is advisable.

• Focus on data quality and create a customer-centric strategy.
• Evaluate technology needs and adopt the right MarTech tools.
• Continuously experiment and iterate based on performance metrics.

Conclusion

Personalisation at scale is no longer a luxury; it's a business imperative. By harnessing the power of MarTech, brands can stand out, elevate customer experiences, and drive measurable business growth. The key lies in using data intelligently to provide contextually relevant, impactful communication at every step of the customer journey.