If it’s not personal, it should be
Personalisation is the top digital marketing trend predicted by Kiwi marketers to have influence on their brands in 2016 – with 39% picking it as the most influential trend in a recent poll conducted by Ubiquity in conjunction with the Marketing Association. 1
Personalisation is proven to deliver improved results by increasing the relevance of messaging to your audience. And with consumers receiving more marketing messages than ever before, using personalisation to achieve relevance is increasingly important to ensure your messages get cut through.
The figures below paint a compelling argument for personalisation, so why are so few of us doing it? Just 5% of companies2 say they are personalising ‘extensively’.
Personalisation is becoming more accessible to marketers due to improvements in marketing technology. The use of technology such as Marketing Automation platforms is key to enabling brands to have relevant and timely conversations with consumers. Yet, the Marketing Association’s 2015 Mood of Marketing survey revealed that just 19% of Kiwi companies are currently using marketing automation. 3
We talked with Nathalie Morris, Managing Director of Ubiquity, who specialise in providing marketing automation solutions to New Zealand businesses. “Over the past couple of years we have observed a significant increase in awareness in this market of the benefits of marketing automation to not only improve results through more relevant communications, but also to do this more efficiently. It allows marketing teams to move away from the treadmill of running campaigns, to setting up programmes that run on an on-going basis with no intervention. Teams are freed up to spend more time optimising activity.”
So why aren’t more marketers taking advantage of automation? The Mood of Marketing survey found that the most common reason marketers haven’t yet invested in the necessary marketing technology is lack of budget. Morris says of this, “Improvements in platforms have made sophisticated personalisation across channels attainable even to organisations of the smaller scale common in New Zealand. Marketing Automation is no longer the preserve of our largest enterprises. I’ve seen many medium size clients achieve fantastic return from investment in this area. It is a matter of selecting a right size solution that is flexible to grow with you as you go on the journey.”
Another key challenge Morris comes across with implementing automation is issues with data. “This is an area where larger businesses find it harder, due to more complex environments. If we wait for big data projects to be completed, it can leave marketers languishing, so we advocate using small data – use any data you do have to start moving on the path to personalisation.”
We asked Morris for her key advice for businesses considering marketing automation in 2016:
“Success is not all about the software you adopt. You need technology features to underpin it, but there is little point having a Ferrari if no one is licensed to drive it! Most marketing teams are not big enough to have in-house marketing automation specialists – compounded by the fact that there are still few specialists in the NZ market. This is where an experienced partner who can step in as required, from consulting over set up programmes to actual execution, can be critical to delivering results.”
Take advantage of the hottest marketing trend of 2016 and make this the year of personalisation for your organisation.
Read more at www.ubiquity.co.nz/knowledge-centre
1 Survey of 250 marketers at NZ Marketing Association Brainy Breakfast December 2015
3 NZ Marketing Association “Mood of Marketing” survey, June 2015