It’s fair to say that brands need to begin to think about more sophisticated ways of personalising messages or risk being left behind and losing savvy customers to the competition. If a customer feels like they are being targeted with content that is valuable to them they are more likely to buy from a brand and establish a long-term relationship.
Marketers are now finding themselves awash with more data than they once dreamed possible so more personalised targeting is now a definite option.
Maria Grant, Oxygen8 Group’s Head of Product Development, talks about personalisation when communicating with mobile users en mass in her recent article on Fourth Source and challenges the concept of simply putting ‘Dear <name>’ and whether this qualifies as personalisation.
Maria questions whether such basic personalisation tactics are now defunct and if so, what can companies do to up personalisation and thus response rates? Delving into the opportunities that CRM and intelligent communications present, Maria provides a succinct overview of the evolution of personalisation. To read Maria’s full article click here