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How Personal Can You Get?

Hiren Panchal
by Hiren Panchal  |  20th Jan, 2015 in Life

Infinitely. With data-driven marketing you can extremely personal with your prospect.

I am a very private person and my birthday last month did not turn out to be so much fun only because so many marketers already knew the date. My mailbox got jammed with ‘Happy Birthday’ messages, and as the day wore on, instead of feeling flattered, I started feeling a little bit wary and suspicious. Obviously, birthday marketing is not my cup of tea. It could be my glass of lemonade, though.

However enough of cynicism. Throughout history good marketers have managed to turn into great marketers by knowing their customers inside-out. What has changed is that with the use of Big Data analytics, the margin of error in predicting customer behavior has reduced, prompting marketers to commission more surveys, social listening, questionnaires and A/B testing – all unfurled at a huge, exponential scale. In other words, what movie tickets you booked, what are you going to eat for dinner tonight, what color shirt you bought at Charagh Din – is the kind of information that is now freely available in public domain. This worries me a bit and makes me feel exposed and vulnerable, but then this change cannot be wished away as well.

I accept that Big Data is not a new phenomenon. It’s always existed. It’s just that now we have access to more complex set of software tools that can process the mammoth amount of data that the internet generates daily. One leak can give someone access to my sensitive data or give it a new spin altogether – something that I, as a primary owner of that data may not have imagined or wanted.

Most important – do marketers really need all this data? Can’t they instead relay on a few good sources of qualified, reliable data gathering tools and fine-tune their message to the right audience for the extraordinary results they are looking for?

One B2B marketer sent an email campaign that offered a T-shirt on the birthday of one of their prospects in exchange for answering a survey about a product. Later, he tweaked the campaign a little and began to splash a branded message on the T-shirt that he distributed through this channel and the campaign worked – not just because of the freebies but because of the thoughtful gesture.

Back to my Birthday and how marketers could have personalized it to my liking:

Bank: Imagine my surprise and happiness when I drive to the ATM to draw some money and right on the screen flashes “Happy Birthday”!

Cinemas: How about PVR sending me two free movie tickets on my birthday, or at least a free, tall drink, if I were to book my tickets for that day.

Google: The Google birthday cake icon takes the icing on the cake and always manages to give a huge kick to a search engine user, your truly, included.

LinkedIn, Skype, and Facebook: How about sending a free astrological reading for the whole year?

These days, there are several cloud-based apps that collect customer data relating to birthdays, occupation, last purchase details, and more that can easily be synced with a business’s Mail Chimp account to design and send personalized campaigns to their prospects. Smartly used, such data-driven marketing can be one of the easiest and coolest ways of gaining more insight into the personal preferences of your buyers.

Got more ideas about how to design and deliver personalized, data-driven campaigns? Share them with us….

Hiren Panchal

Director, Litmus Branding Pvt. Ltd.
Ahmedabad, India
Hiren Panchal co-founded Litmus with Kapil. Hiren owns an exhaustive character and sharpens his views with an analytical mindfulness. He observes every creative with a conscious magnifier. Just as his doer attitude wins over his believer attitude, his thought leadership aims at creating leaders and not followers on his team. His creative insights have created brands worldwide and he has been commanding in the industry for +20 years. Come to the point, he’s already there.