Personalisation has moved beyond customising the message with customer’s name and other details to personalising the entire message w.r.t the context. The key lies in personalising marketing at the scale of millions by capturing the micro-moments. Marketing technology helps us reach not just the ‘average customer’ but the individual.
Thought leaders expressed their views about personalisation at #netCORECMORoundtable: Massively Scalable Marketing for One, hosted with Paul Writer.
Amit Sharma, CVP & Head Digital Marketing and Ecommerce, Max Life Insurance
Personalisation is about creating relevant anticipatory experiences, where context is the king and person-alisation is one of the many facets of leveraging context. Today, where consumers expect contextual communication, disconnected experiences can never be ignored. A unified view of customer helps brands deliver seamless experiences.
Anjali Malhotra, Chief Customer Officer, Aviva India
If you lose understanding of your customer, the services around it are not as acceptable. It’s crucial to know where to draw the line between privacy and personal information to understand the willingness of your customer.
Arvind Gupta, BJP, National President (Convener), BJP IT Cell
With personalisation, you have to achieve your goals without violating the privacy. The goal of marketers would be to achieve a single view of the customer, in real time. However, it becomes difficult for many as there are legacy databases which are inaccurate and siloed.
Manish Saini, VP- ecommerce, Fern n Petals Pvt Ltd.
Precision marketing or personalised marketing is interesting and everybody loves to reach out to the relevant audience in a relevant manner. Multiple channels (sms, email, notification, voice) are used while communicating to customers through personalisation and sometimes, there are loose ends which lead to repetitive communication. A 360 degree connection should be maintained and silos should be done away with from within the organisation to ensure relevant communication.
Manoj Chandra, Business Head, One Touch Response,
Because of the competitive landscape and the changing consumer behaviour patterns & demands, sometimes personalisation becomes absurd. For instance, a purchase done on amazon. For the next one month it’ll still flash the same product. The theory of understanding what the customer wants and what aspect of customer are we trying to touch is more important.
Rachana Prasad, CMO, Oxygen Wallet
While building a program at scale, businesses tend to lose on performance because the response rates usually fall. But it’s possible to segment and customise products by known interests by rightly mining and analysing the ocean of data that is available today.
Sai Thota, Digital Marketing Head, Fern & Petals
Context is more important. There lies a fine line between personalising message and understanding the content.
Varun Jha, Director Marketing, Snapdeal
There’s a science behind personalisation, thus it is certainly relevant, especially in e-commerce landscape. It comes with dual aspects, one being “discoverability” and the other being the “interactivity” it lets brand implement.
Varun Yadav, Digital Marketing Head, Apollo Munich
Personalisation allows a two way conversation. You don’t advertise, you converse. Brands reach out customers with the right message at the right time. We’re so obsessed with data, that sometimes we feel handicap without it. But if handled right, personalisation reduces the chances of bombardment, as you know how many times the customer has responded to particular communication through a particular channel.
Vijay Sankaran, Director – Digital Strategy, GBM Digital Studio
Personalisation is the promise of being interactive & digital. What is required is to have the right data and the right analytics at the right time. Your ability to personalise is directly proportional to your data man-agement capabilities.
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