Making your Marketing Personal

It’s no secret that today’s society is becoming more and more individualistic. We all want to know ‘what’s in it for me?’ For a company to be successful their marketing needs to prove that they understand the unique needs and interests of their consumers.

Not so long ago personalised marketing simply meant using the customer’s name at the top of an email to feign familiarity. Little thought was put towards how consumers may actually engage with the content and whether it was meaningful or relevant to them.

Today brands need to be more than just a logo, strapline or product – they need to be a personality and they need customers to engage with them on a number of levels.

This week Asos have announced that they will be launching a loyalty scheme to UK shoppers over the next 6 months to build deeper emotional connections between their brand and consumer. Customers will be able to collect points when they buy products and convert them into vouchers to use on the website.

Obviously using a loyalty card is not a new approach. Tesco have successfully attracted customers over the years with their scheme. However, a loyalty card alone may not be enough anymore. Asos have put an interesting twist on their loyalty campaign. To increase interaction on social media platforms, consumers will be able to earn further points by tagging themselves on Instagram with the hashtag #asseenonme. This will allow other potential customers to see how Asos’s products are seen in reality – on real people, create free advertising for the company and of course increase interaction.

For marketing to become personalised it needs to tap into people’s lives, interests and how they use products while also giving them that little bit extra to keep them coming back. That little bit extra could be anything from sending customers targeted emails for relevant offers to starting a loyalty scheme – but it should be noted that value is not measured as a monetary value or getting money off.

Take for example Marks and Spencer’s ‘Sparks’ scheme launched this autumn. This membership scheme will reward customers with exclusive benefits and personalised offers to suit their hobbies. Points, known as ‘Sparks’ can be exchanged for previews of M&S collections, a chance to buy M&S items the day before they go live on their website and invitations to special events such as catwalk shows and food masterclasses amongst other offers. Sparks can be collected by purchasing clothes and food but also by writing reviews and schwopping clothes which are then sent to Oxfam.

Reinvention and a fresh take on traditional marketing methods are something that keep a company relevant, and with Marks and Spencers reaching 131 years old it’s really no surprise they’re changing with the tide.