Today, Cool Gai wants to get up, close and personal…….
With whom, you may ask???
Let’s just say, the most important person in the room……YOU!!!
It’s only human nature for people to love a shoo-shaa around themselves. 😈
That’s why - despite all the concerns over data collection and privacy - personalised marketing WORKS!!!
So, let’s dig a little deeper, and find out what makes personalised marketing the ‘mega-monster’ of advertising in 2024. 🤖
Let’s wave the wand (and numbers)
The concept of personalised marketing is simple!!
Collect data that is easily available these days….don’t believe us? Check your phone permissions for different apps and websites. You’ll be SHOCKED!! 😲
Analyse and use the data to target specific individuals…..mind you - not groups of people, but individuals!!!
When personalised marketing is done right, it should feel as though the brand is speaking directly to you. 🌟
One of the best examples of personalised marketing is the brand below. Recognise it??
Let’s do an exercise:
Open the Amazon app on your phone and someone else’s for comparison……make sure both of you are logged in to the app.
Compare the recommendations on both phones…..and wonder!! 🤔
Essentially, Amazon collects your browsing and purchase data to recommend products to you and ONLY YOU.
And voila, that’s personalised marketing!!!
Research in this article says that over 6 in 10 consumers find personalised suggestions extremely helpful.
Well, that number speaks for itself, but Cool Gai and his moo-dy gang are about to show you some brilliant examples of personalised marketing!!! 😎
So, let’s get into it…
When it comes to music recommendations, Spotify takes the cake!!!
From the freshest music to the most obscure recommendations, you’re sure to get more of what you browse for…. 🎼
Their algorithm mixes popular playlists with listening behaviour to create a user’s ‘taste profile.’
The result?
Personalised playlists like ‘Discover Weekly’ and ‘Daily Mix’
Although personalisation isn’t always perfect, Spotify does an incredible job of getting the closest yet!!
And for that…..Fresh Gai gives it a giant THUMBS UP!! 👍
Coca-Cola’s ‘Share a Coke’ campaign has been deemed one the most successful marketing stunts pulled by a brand EVER!! So much so that it’s still running….
Check it out:
In 2010, with their sales slumping, Coca-Cola had to do SOMETHING to bring their numbers back up!! 🤑
And so came about SHARE A COKE!!!
The idea??? Spreading love for the brand by replacing its logo with consumer names and messages.
With increased shares and the hashtag #shareacoke trending on social media, the campaign boosted their sales like nothing else!!!
Coca-Cola has been hitting it out of the park for over a decade now, and Brainy Gai can’t wait to see what they come up with next!!! 🥳
Netflix is one of those typical class toppers when it comes to personalised marketing!!!
Using machine learning and AI, the algorithm analyses viewers’ behaviors, recommending movies or TV shows that appeal to them… 🎥
Watch this video to learn how they do it:
It doesn’t just end there….
Heard of the massively popular science fiction series Black Mirror??
The opening episode of season 6 - Joan is Awful - became the inspiration for their campaign.
Context first!!!
The episode follows a woman named Joan, who sees that her life has been adapted as a TV series on a fictional streaming platform. 🤯
To promote the season, fans could make their own posters on the You Are Awful website created by Netflix (with a hint that they might see it on billboards soon).
And then???
Lucky fans saw their posters featured on billboards across the UK.
Quirky Gai has 3 words for this: creative, clever, and personalised indeed!!! 💯
Today, brands can tailor experiences for their audience based on interests, behaviour, and much more.
But this level of personalisation has raised alarms on privacy and data protection!!! 🔔
Cool Gai leaves you with one question: Where does personalisation end and data privacy begin?? 🤫 Tell us in the comments!
Total 1 Comment
Archana Arora2024-03-20
shhhh! The phone's listening. Beware of being judged at what's being marketed to you.