It’s no great newsflash that personalising communications has long been a priority for marketeers. But sometimes it’s helpful to remember why, and what the options are.
In a world where we are bombarded with up to 10,000 marketing adverts every single day (Forbes), as marketeers one of our biggest challenges is creating relevance and thus engagement.
Personalisation is a powerful tool to help drive engagement and the likelihood that your target will actually have any interest in engaging with your content.
Jeffrey Vocell of Hubspot analysed over 330,000 CTAs over a six-month period which resulted in this impressive statistic. His article has some other great information and tips like using a button-based CTA before an image-based one, and ensuring that any other page content is clear, educational and encourages action.
Evergage and Researchscape conduct annual surveys to better understand personalisation. They are always worth a read and their 2020 report produced this incredible endorsement of personalisation. Some more good news for marketers is that this success translates to internal support and investment – music to our ears!
This research from Epsilon in 2018 wanted to help brands better understand how personalisation efforts can be used to enhance relationships with consumers and improve loyalty. They concluded that personalisation has a direct impact on a brand’s bottom line.
SmarterHQ surveyed over 1,000 consumers about their preferences. The resulting White Paper is full of interesting statistics and learnings to help marketers to build consumer trust using personalisation. This also helpfully takes into account attitudes around GDPR and striking the balance between building a relationship based on your customer’s likes without creeping them out by knowing too much.
A piece of global consumer research by Accenture uncovered this unfortunate reason for loss of business – read about this and other insights in their Put Your Trust in Hyper-Relevance report.
KPMG referenced the Six Pillars of branding in their report, concluding that personalisation is a key driver of customer experience strategy.
So, by now we’re all agreed that personalisation is an important part of business strategy. We spotted it ourselves at Revolution Viewing in 2019 when we tested a mailing list (surprise! If you received an email with a link to this blog, you were probably one of our subjects). We sent non-personalised emails to our list for 11 months and in the 12th month we sent a personalised video. Click throughs for the email with the personalised video were 10 times higher than the previous emails we’d sent! So it’s definitely worth it. If you aren’t yet receiving these exciting emails from RV by the way, you’re very welcome to join the club.
Of course personalisation is great, but the content that follows that initial promise of something ‘for me’ must be rich and again relevant. Otherwise your impression CTR will only then lead to disappointing dwell times or conversion rates.
Have I reignited your fire for personalised content?! I hope so.
We know how to create that seamless journey from the initial personalisation hook – through to something which is bespoke to that individual, created by them and therefore a rich brand experience.
As experts in rich media content at Revolution Viewing, personalisation is the next logical step for us in the development of our offering. Our CEO Tom has previously blogged on the future of video personalisation with lots of ideas about how you can take your comms to the next level. And we recently developed our Personalised Billionaire Club to show our clients how top-of-the-sales-funnel video personalisation can work. This one’s just a bit of fun (we give you a load of cash and let you splash it on all kinds of luxuries) and our audience has loved it. It surpassed our engagement targets in its first month of release, which just goes to show that you can underestimate personalisation even if you think it’s so great you write a blog on it.