Five Ways To Get Personal With Your Audience At Scale
It’s no news that marketers are in a race to capture and hold the attention of their target audiences. In this opinion piece, Bill Binch, Marketo managing director for Australia and New Zealand discusses building a marketing program with personalisation as the core.
It’s no news that marketers are in a race to capture and hold the attention of their target audiences. But too many are approaching the race as a sprint to the finish, when in fact it’s a marathon event. Not losing focus on long-term goals is essential for marketers who want their strategies to gain as much success as possible. But when marketers are spending more time aligning campaigns and content in a cohesive manner than actually distributing them, it may be time to change pace and review your go-to-market strategy.
The sheer volume and pace of communications today means it’s more critical than ever for marketers to leverage a self-sustaining strategy that reduces the number of times content needs to be rebuilt or manually placed for personalisation. Remember, marketing is a long-game; you need to conserve your energy.
By building marketing programs with personalisation in mind from the start, you can reduce the number of disparate activities that occur within your marketing team; creating a tailor-made plan for your running strategy that’s going to win you the race.
Here are five personalisation techniques that can help increase engagement while reducing the strain of developing more content:
Develop messaging categories
When thinking about a go-to-market approach, start by defining commonalities in audience interests and solutions, then place these audiences into respective messaging groups that have similar needs. By creating messaging categories that are strategically manageable, marketers will be better able to produce impact and scale their efforts.
Architect your audience into your site layout
A first step of audience personalisation is aligning website layout to the messaging categories (as created in step 1). This is often a key area where attempts at personalisation can quickly break down. Internally, companies may focus their communications more on the product than the customer, and these two objectives often conflict with one another. While it’s important to properly support and communicate product information, it is equally, if not more, important to communicate to marketer’s audiences, based on the problems the solution personally solves for them.
Structure your website with responsive design
Another core breakdown in effective marketing is taking on more than the team can handle. To balance quality with quantity, marketers should build scalability into website design to support the go-to-market strategy. A properly managed website will incorporate audience personalisation into its core structure, allowing marketers to place content into appropriate parts of the site through system-supported tags.
Leverage systems that automatically update list membership
Defining the criteria that will support the ‘who’ in personalized marketing is an essential, yet potentially time-consuming task for persona-based marketing. Having to rebuild these criteria before each and every campaign reduces the marketing team’s ability to focus on the important task of matching communications to the targeted audience. But by leveraging systems that have a self-updating list architecture, marketers can dramatically improve the accuracy and effectiveness of their campaigns. This will also help the team monitor results more effectively by eliminating the potential for human error and improving their ability to test the impact of the messaging.
Find marketing systems that support dynamic content
A final component of a scalable personalisation strategy is the ability to automate the delivery of relevant messages without having to completely rebuild emails, landing pages, or the website. Different types of personalisation such as snippets, email scripts, dynamic content sections and web personalisation allow marketers to personalize content on a website. As the volume of communication continues to grow, marketers that personalize the experience and messaging for their target audiences will rise to the top. While it may seem like a daunting task, proper planning and tools can help marketers support a sustainable program for audience-oriented messaging.
Although personalisation may appear to be a daunting task at first, it’s actually a relevant and useful tool that will not only help marketers re-generate content, but also provide an enhanced experience for the customer. It’s a win-win for everyone.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.