Marketing Automation: Too Personal
2. Personalized, But Not Personal
As described earlier, email marketing features many of the most common examples in which automation and personalization intersect. For the most part, consumers are accepting of personalized campaigns that are driven by an action—such as an online purchase—and feature personalized content—such as a product or service related to that purchase.
Perhaps the reason is most consumers have been trained by Amazon from nearly the very beginning of the e-commerce era that this type of email targeting is acceptable. Or perhaps it's because using transactional data feels less intrusive because it is inherent to the relationship between the consumer and that particular brand. Either way, it is effective.
Another successful email marketing tactic involves using the customer's demographic data—such as address or ZIP code—in concert with data that is personalized but not "personal" (ow.ly/B5lk8). For example, email marketers can create a segmented list targeting customers who live in the greater Boston area, and hit them with a discount offer on tickets to events at Fenway Park. The result is a message that is timely, valuable and highly personalized, without using any data customers would consider intrusive.
3. Social Media Beyond the Feed
The personal nature of social media sites such as Facebook and Twitter often leads to marketers misrepresenting social marketing as personalized. But the reality is posting a message to your fans' news feeds is far from personalized, because every fan sees the same generic post. While the message is likely welcome because the consumer has elected to be engaged with your brand on Facebook, the engagement is hardly one-to-one.
One way to make more out of your Facebook marketing is to use targeted advertising. Like website display advertising, Facebook targeted advertising enables you to leverage inferred consumer data—likes, or brands followed and engaged with—and use this consumer-provided information to drive highly personalized ad content.
Andy Zimmerman is the chief marketing officer at Evergage, a leading personalization and customer data platform (CDP) provider. Andy has more than 20 years of experience heading marketing, sales, business development and alliances at leading software companies, and is a frequent speaker at industry events.