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Part 2: The Antidote
In the less tech-savvy days, (not many moons ago), a campaign’s success rate was determined by the change in the brand’s revenue. Personalization of content is a great tool – we can now reach out to the correct demographic in the location we prefer and analyse the impact of a campaign through those set of results.
The best part of personalized marketing techniques is that brands can use results to help modify their upcoming campaigns and implement a more targeted approach. For example, Coca Cola’s celebrated “Share a Coke” campaign drew global attention because of the two main factors – They knew they wanted to target millennials and in order to gain their support, they had to customize their product.
How do you customize a drink? Put your name on it.
Going back to Part 1 of this blog post, I mentioned the occurrence of multiple studies that have confirmed narcissistic behaviour of individuals with their smartphones. The “Share a Coke” campaign received a tremendous response globally because it created one of the largest social media spill-over campaigns. Millennials would scout the bottle with their name on it or find a friend’s and tag them online which created a ripple effect across the globe. The brand took it one step further and allowed customers to print their own labels – Genius!
Keeping in mind the recent onset of data protection laws, personalized marketing has now taken to the ‘interwebs’ and with each individual’s traceable digital footprint, the possibilities are endless.
While the world works on reducing their carbon footprint, let’s increase our online one, shall we?
Riya Vatnani is Account Manager at Cicero & Bernay Public Relations. An independent PR agency headquartered in Dubai and offering new-age public relations consultancy to the UAE and across the MENA region. | www.cbpr.me