Archives for posts with tag: Personalisation
True personalisation?

True personalisation?

I got this in my Facebook stream the other day. I can’t deny it’s eye-catching. It’s clearly a clever bit of code that allows an advertiser to drop each FB user name into their image.

It’s personalisation of a sort, but is it really personalisation, or is it simply clever code? I suspect the latter.

Context marketing has been around for a while, and is now getting some major attention as marketers get more sophisticated and better at deciding what content they can serve up to whom, when, rather than sending everyone everything.

But this isn’t context marketing, although it’s definitely targeted to me. FB is a hugely growing channel for B2C ecommerce, but as far as I’m concerned, although I’m the right person, it’s not the right content for me and it’s not delivered at the right time.

I still like it though :-).


The Power of Personalisation

The Power of Personalisation

I received this email in my web mail inbox the other day – and I loved it, both as an individual recipient and consumer of email and as a marketer.

There’s nothing new in it, and I won’t be able to convert my interest in action as I live in another country and can’t easily attend games.

That said, for me it epitomises the power of personalisation. Both the subject line and the quoted phrase are redolent of sporting chants, as well as pandering to my ego. The email is visually appealing, the strapline appeals to me as a fan – and a customer – who can make the telling contribution to success, and the ask is a simple one: we’d like you as a season ticket holder.

Superb stuff. Of course, I don’t know how the email turned out. I don’t know too much about the target demographic. I am willing to bet, however, that it performed particularly well against target.