5 Times When Personalisation Has Worked for a Business
In the age of Big Data, many businesses have reached a curious kind of paradox as companies now know more about their customers than at any other time in history. Yet, this intimacy doesn’t always translate to a better, stronger relationship.
Without personalised contact, brand interactions can feel rather cold. Contemporary consumers are aware that their data is public property and they’re starting to demand more in exchange for it: they want to feel like a part of brand narratives; to be appreciated and acknowledged as key players in your brand story.
There are all kinds of different ways to do this. For inspiration, check out these high-profile examples of successful personalised marketing campaigns.
The Guardian ‘Toggle’ Button
The Guardian news site has gone beyond personalised mugs and promotional merchandise. It has actually introduced a toggle function for its online platform. This is a cheeky response to the fact that some people like to complain about certain types of news. For instance, the toggle button appeared when Kate Middleton headed to the hospital to give birth. It enabled those with an aversion to ‘baby news’ to completely erase it from their feeds.
The Reddit Front Page
Even casual internet surfers have heard of Reddit. The user generated content hub is hugely popular, largely because it offers a completely personalised experience. The website contains an incredible amount of information, but users can very quickly filter it down to just the streams and feeds that they are interested in. The Reddit ‘front page’ is a masterclass in personalised marketing, because it puts users in the driving seat.
The Coca-Cola Campaign
Coca Cola bottles with personalised labels are everywhere and have been for some time now. The campaign was launched a while ago, but it continues to be a big hit with consumers. It’s such a simple idea; nothing more than printing individual names on the packaging. However, it appeals to the same needs as personalised mugs and other forms of branded merchandise. It turns a simple transaction into a message of thanks between company and consumer.