If it’s not per­sonal, it should be

New Zealand Marketing - - Maketing Association -

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

2 Econ­sul­tancy

3 NZ Mar­ket­ing As­so­ci­a­tion “Mood of Mar­ket­ing” sur­vey, June 2015

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