Dove Direct Print and Marketing Blog, “Personalization Is Evolving”

Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Personalization Is Evolving" takes a look at how personalization marketing efforts are morphing into a brand mission statement, and further, how to approach integrating that personalization mission statement into real results. Most marketing experts are aware of creating marketing campaigns whose creative designs include personal customer communications.

However, while some marketing campaigns are to a degree becoming more personal, there continue to be outliers that fail to take the necessary steps to personalize messaging across multi-channel or omnichannel initiatives. In addition, some issues require solutions that can increase customer engagement, sales, and a better ROI.

Let's start with what we are observing. Brands and marketers have known for a couple of years that marketing in the personal communications sector requires a host of digital marketing tools. Those tools enable the creation of content marketing, database marketing, video marketing, storytelling, and the use of AI and machine learning, amongst other benefits.

Human Creativity Versus Technology

The technology aspect in the marketing machinery could be having a profound effect on the creative process. Many brands and marketers that are in the throes of being held accountable for increasing ROI by a particular timeline are grappling with how to achieve those goals. While all those digital mechanisms have taken center stage with instant access via the click of a mouse, could it be that technology is interfering with creativity?

One needs to remember that author JK Rowling's fame came to fruition via scribbling on note pads and scraps of paper while traveling or spending time in a restaurant or coffee shop. Afterward, the Harry Potter series became a multi-billion dollar creative endeavor. In the JK Rowling example, creativity leaped over the lack of technology and spoke volumes about the value of the human spirit.

Technology in marketing, on the other hand, helps speed up the creative flow, and some could rightfully argue that technology is the backbone behind delivering the end product of the creative process. For example, one could ask Siri to find or locate something, but have you ever tried to have a meaningful conversation with Siri? Good luck. Grammarly can edit what you compose, but Grammarly won't write it for you. AI will eventually get there, but for now, the creative ingenuity behind meaningful message creation remains a human trait. Therefore, authentic conversations meant to be exchanged by humans should be delivered by humans. You may want to focus on creativity on the human level before taking that idea to the technological sphere for mass distribution.

Storytelling from the VOC

The old cartoon series for children, "The Powerpuff Girls," comes to mind and their infamous tagline, 'Saving the World before 8 pm,' resonates on a similar level with today's marketing sales pitch. Saving the customer's day from the perils of steep competitive concerns is a point marketers use to convince brands to invest in their solutions and services, and rightfully so, as customers buy solutions.

As you know, the world cannot be saved each night by 8 pm, nor can marketers use their bullhorns to shout about how many success stories they have achieved that saved or elevated brands from ROI peril because of an investment in their solutions or services. Those inward focusing stories, for the most part, are unattainable and reeks of misdirected heroes.

In retrospect, customers are turning the words of that Janet Jackson hit, "What Have You Done For Me Lately," into "What Can You Do For Me After I Told You?" The social media world is full of brand influencers that communicate with brands as well as consumers that are actively engaged in brand conversations. The brands that are listening and evaluating these brand conversations are on their way to developing VOC (voice of the customer) storylines.

America loves a great story. Customers enjoy a great story. Further, America loves excellent stories that contain heroes and happy endings. However, in the mind of most consumers, they are the heroes that brands need to create messaging for, and their voices demand brand acceptance.

Creating storyline content for the customer requires a sense of empathy, caring, and most importantly messaging that speaks to their issues and pain. In short, creating content with and for the consumer requires listening to those voices, and allowing them to add their brand content. That is no easy task.

In a genuine sense, applying VOC initiatives requires seeing the world through the eyes of the customer. Therefore, to tell a compelling story we need to look through the eyes of the customers that we are targeting. When we take a step back and create messaging through the eyes of the customer, our storytelling has a great chance of creating new heroes, customer heroes.

Big Data

Creating effective personalized marketing messages based on the eyes of the customer requires database interactivity. Once the brand has accumulated enough input from interested social media users, event participants, webinars, or blog subscribers, data analysis techniques can separate the various response types into niche groups.

The resulting efforts of that data analysis process can further determine a variety of targeting interests, such as how each customer niche prefers to receive brand communications, or what type of graphics they would most likely respond to, and of course the messages that reflect what is relevant to each group.

Sure, brands still send out generic email blasts and to some degree generate responses with a one-size-fits-all approach. Odds are, however, that in the majority of cases the response rate is less than specific messaging curated by customers. So, how we talk to folks matters.

If you are selling a technology product, and you are speaking to a customer that is technology challenged, your conversational tone would most likely be much different than if you were talking to a technology expert. Again, data management processes aid greatly in the quest to ensure that communication writing is in the voice of the customer.

Technology On the Rise

Technology will continue to improve and push the boundaries of artificial intelligence and machine learning. As a result of the emergence of new technologies, better communication instances between brands and customers will ensue. At this time, it remains unclear if newer technologies will provide an intuitive digital soul that can converse with humans in a manner that is comfortable from a human perspective.

The real question will be whether or not digital technology will be able to tell a compelling story without the help of human intervention. At this time, storytelling is the one trait that rises above the digital fray that allures customers to brands and invokes real communication.

Moreover, when creating a compelling selling proposition, whether for B2B or B2C sectors, prospects remember a well-told story above data points. A good rule of thumb is to have the relevant data points present in the sales presentation, with the story being the leading salvo.

The Net-Net

The art of creating effective personalized messaging requires multiple marketing disciplines. However, determining the VOC should be the starting point. Brands that listen and engage with customers and prospects before making an offer will fare much better than those who choose to ignore customer engagement. Analyzing customer data will aid in the creative aspect, particularly when it comes to finalizing that storyline. People remember stories above data points in most cases; therefore, having compelling stories sets the brand apart from those who fail to offer any stories. Remember, make the customers the heroes! Thanks for reading "Personalization Is Evolving."

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