Importance of good content changing the dynamics of communication through granular personalisation

Personalisation has long been used by marketers and it has been proven to improve customer experience. According to research by Constellation, a lack of content relevancy in the average marketing campaign generates 83% lower response rate. In the times we live in, undermining relevancy can lead to dissatisfaction amongst the target audiences, which companies can’t afford. Here’s where granular personalisation comes in.  

Now, with the help of newer technologies, we have been able to take a step further than simple personalisation, and are in an era of granular personalisation. The first step towards it begins with micro-segmentation which is nothing but narrowing down to smaller, niche pockets of micro audiences in the broader umbrella of the target audience. Granular personalisation and personalised targeting have been adopted by big players like Netflix and Amazon and that’s the reason they deliver a great experience to their customers. But the question is, should you too?

Staying ahead of the competitors

Nobody can deny the amount of competition in this day and age. What are you as a company doing differently that others are not? Having an exemplary product or service isn’t enough. If you truly want to stand apart, try being customer-centric in your approach when thinking of a content strategy. It all boils down to the feeling of being valued that customers want and granular personalisation is about being relevant to make them feel just that. Reaching out effectively by giving your target individuals a personalised experience is a part of having that competitive edge. 

Better communication through hyper personalisation

The more you know about an individual, the better you’ll be able to tailor your messages. And it is now possible to sift through big data and analyse it by means of AI to give a new meaning to targeted marketing. With the information about user interests and even behaviors, you can create a super personalised message that speaks to the target and impacts them effectively. From the tone to the actual words, user-generated data can be studied to devise relatable and user-specific campaigns like having personalised campaigns that have separate promotional messages for different sets of your audience or an individual. Analysing previous campaigns gives you immense insights into which individuals showed increased interest in your brand. Whether those campaigns led them to your website or even making a purchase, the knowledge lets you design micro-campaigns to deliver custom experiences in the future.

More engagement leading to brand loyalty

When you hear your name being called out in a noisy crowd, your ears perk up and your brain registers it. Similarly, a personalised piece of content cuts through the clutter to grab an individual’s attention. The longer or more frequently you are able to keep a person hooked, better the chances of them wanting to remain associated with your brand. Customising content helps you build trust and apart from having a well-made content, it’s an important factor to consider. Personalising content also helps you show that the consumers are being heard and most importantly understood. 

Consumers these days have higher expectations from brands, not only in terms of the quality of the product and service but also regarding their experience when interacting with a brand through any touchpoints. Hence, companies have started focusing on improving the experience with the means of hyper personalisation. While it may not be possible for smaller companies to include hyper personalisation in their marketing strategy now due to various constraints, they should start planning for it. Looking at the current marketing scenario, it is going to be increasingly common in the near future and early adoption will be the only way to stay ahead of the curve.

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Asif Upadhye

Director at SPRD

Asif Upadhye, Director, SPRD | Stories.PR.Digital, a new-age Public Relations think tank backed by ideators, wordsmiths and design junkies focussed on delivering bespoke services. He sees SPRD as a Digital First Communications agency that partners with Public Relations & Corporate Communications teams to spread the good word!