Leverage Your Data With 1-to-1
Let’s take a magic carpet ride through the space-time continuum.
Fast-forward ten years from now. Will anyone be doing mass advertising? Will there be any value in Television advertising, unless it’s targeted to each household or individual. The future of marketing can only be as good as the technology available, and considering where it’s at now; we’re in for some hardcore one-to-one marketing.
Right now, personalization is where TV was 40 years ago. Everybody knows it’s there, but no one quite knows what to do with it yet.
Early response rates on personalization have been very promising – three times the industry average, with many running higher – but there’s not enough of a track record to make accurate predictions. Marketers like to go with what works, and having an X factor can be intimidating. That enchanting unknown territory of “potential ROI” is like the land of OZ.
It seems like a lot of people are getting into personalization, including companies as diverse as Xerox and Canada Post. These companies offer complete conception through production one-to-one services. There are other companies such as Lift Agency that specialize in personalization and have been pulling in impressive results for clients such as Telus and Mercedes.
Personalized mailings aren’t in any way new. Variable print technology has been around for many years. But advancements in client databases and increasing awareness with one-to-one marketing is starting to perk up some ears to the idea of leveraging available data to really speak to customers in a way that resonates and promotes stronger relationships.
So if you have the data, why not use it?!
