I'm feeling pretty triumphant this morning after taking the Demicoli's apart in last night's Boggle extravaganza. What a game - it went right down to the wire until I pulled 'weenie' out the bag for three points and that was it, game over. I wonder if a career in Boggle exists.. one to add to the job search pile. Since last night I've downloaded Boggle for iPad and iPhone, my record is 68.
'We see you have purchased Boggle.. How about these £50 extreme word-association apps?'
All of a sudden I'm a word-loving, anagram-solving, weenie-creating devil of a man. Everything is extremely personalised and tailored to my recent activity. It's the same when you purchase something online, on Amazon for example. Minutes later you receive an email on further products of potential interest, a week or so and there's a feedback email through - and don't forget that similar products are now plastered all over your Facebook like you're going to want to purchase the same pair of flip-flops again in alternate colours.
Visit an online store once and return to see that the website knows that you are male and like those £80 Nike Running trainers over there. The next email through - boom - it's been personalised with products that you visited while shopping online. The power of the world wide web has you now, it's capturing your habits as it reads the data, applying it's intelligence which is far superior to yours, unless your Tim Berners-Lee and serves up information that is relevant to 'you' on a plate.
And there we have it team, personalised marketing.
5. Personalised Marketing
What's clear is that this trend is being driven by technology using 'big data' to increase marketing effectiveness. Marketing-savvy brands are adopting such personalised marketing campaigns to generate their appeal to their target customers. A truly personal brand experience is an elusive commodity for consumers, and it's the desirability to obtain the elusive that drives the use of personalised marketing for brands. By cutting through cyber space and striking an extremely desirable chord with target consumers, it allows the consumer to perceive the brand as treating them as an individual.
 |
| Cutting through cyberspace... |
Lets narrow it down ever so slightly and take this blog as a brand. As I understand, consumers (that's you guys) would rather be inspired by more personal navigation. It would be great if I could see your internet history (questionable) and discuss topics and use examples relevant to your choices. That way my blog could generate millions of views, I'd be an inspiration and we could all go home. This is the type of experience brands attempt to generate on a daily basis.
Relate that to the travel sector, travel is about experiences, seeing the world, meeting new people, finding new places and savouring the moment. These are the feelings that the travel sector seek to evoke with their consumers through their digital content. Personalisation is the key to offering such a service, Easyjet (link) have deliver a personalised home screen to registered users, based on past transaction and it's clear that both parties, both the brand, and the consumer benefit. Easyjet reported it's best ever sales record in it's 2012 homepage test with five sales per second.
 |
| Easyjet utilise personalised marketing incredibly well - boosting their sales figures exponentially. |
Don't think I haven't realised I've hardly spoken about social media today either, everyone needs a break. I'll cook up a surprise for tomorrow. I know that's all you procrastinating students require.
Take it easy all, have a great day.
CLD - BSc Sport Management Graduate - Loughborough University
Twitter: @callumldraper (https://twitter.com/callumldraper)
Facebook: Callum Leslie-Draper (https://www.facebook.com/callumldraper)
LinkedIN: Callum Leslie-Draper (http://lnkd.in/H74fAc)
No comments:
Post a Comment