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| Are you getting personalised marketing right? Personalised messaging can be a hugely effective way of engaging with existing and prospective customers. It’s a subtle way for brands to show they value their customers and want to treat them as individuals. This, in turn, can help to forge a closer relationship between organisations and the people they want to reach, and pave the way for more relevant and targeted marketing over time. According to research from Periscope By McKinsey, personalisation initiatives can deliver significant value for brands, boosting revenues by an average of between ten and 30%, as well as driving up customer acquisition rates and engagement. 53% of people in the UK reported frequently receiving personalised messages, while a similar proportion of people in other markets – such as the US, France and Germany, said the same. Which nations feel most favourably about personalised marketing? Different nationalities have varying views on good personalisation Only 40% of people feel brands are getting personalised marketing right As Periscope By McKinsey says: “This a red flag for businesses – and a huge opportunity for those that can get it right”. Only 17% of British consumers reported usually or always receiving messages that are relevant, compared with 31% in the US. Does age and gender influence attitudes to personalised marketing? Age, meanwhile, also plays a part, with 30 to 39-year-olds in many key markets being most keen on personalised messaging, followed by 18 to 29-year-olds, while older people tended to dislike this type of communication. The findings are a reminder that businesses need to make full use of their data in order to better understand their target audience. By failing to send targeted and relevant messaging, customers might choose to opt out of marketing communications altogether.
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