Business Sense | Making targeted advertising personal – Times-Standard

According to McKinsey, personalized messages can increase sales by 5% to 15% and according to Marketo, 85% of end users expect it! Creating personalized marketing messaging can be challenging, but if you start with a single person in mind when developing a message, the process is much more efficient and usually more successful. Recognizing the human that is reading or watching the message is critical, so create a space for them to feel special. The trend of personalizing messages is on point, but the application has to be thought out to be or appear personalized.

The email I received from Coach is a perfect example of how not to do it. I had a pair of black loafers in my shopping cart and they sent an autoresponder telling me if I love black loafers, I’ll love flowery purses … hmmm, not a good match. Someone on the Coach marketing team needs to review the recommendation parameters to ensure the AI engine is doing its job for recommendations. Make…

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