I had the opportunity to attend DMX on the 5th of March 2020 in the Aviva Stadium, Dublin. This was my second marketing conference, the first being Amplify Digital Conference in 2019.
I tried to plan ahead by reading up on the Speakers and the topics that they would be discussing, I also believe that a little bit of luck on the day is needed too to find talks that are really valuable.
There was a definite theme that stood out to me from attending DMX and this was the theme of ‘Building up your customers trust through personalisation.’
It seems really obvious that this is something we would all do automatically, put the customer first, take care of their needs and wants to build a relationship and gain their trust.
Naturally it is in our best interest to make the customer happy and gain their trust, after all what is a brand without the consumer? Well, Nothing!
But is this something that we actively do as Marketers and is it worth pursuing?
Lucy Molan – Google
‘Capturing Today’s Consumer Online’
The first talk that I attended on the day was by Lucy Molan from Google on ‘Capturing today’s consumer online’.
Lucy got stuck into the hard facts about today’s modern consumer and the demands that they have.
Impatient, Demanding and Curious
“85% of consumers will take a product related action within
24hrs of discovering a product.”
Lucy talked about how we can
address the following:
-Guiding using personalised trust
-Think beyond search
-Tailor your messages for audience segments.
-Tell the right story
-Deliver a message that aligns
with customers goals
-Rewarding the customer with
something of value to them
“Trust is often built above the line and at the top of the funnel
through awareness and exposure”.
Pabel Martin – Sprinklr
‘Today’s Modern Customer’
I found this talk by Pabel Martin about today’s modern customer and why modern channels matter to be particularly interesting.
As a Marketer we have to:
2) Learn and Understand
3) Take Action
– Where are your customers?
– What do they want?
– What are you going to do about it?
“Create bonds and they will
buy more and defend you”
Pabel talked about using AI to personalise the experience to build trust and relationships.
Conversational Commerce was also an interesting area that was covered, a massive 89% would prefer to engage with a brand through Messaging Apps.
Why? Because it’s personalised, it’s 1-1, you can ask the questions specific to your needs.
“How viewing data in a different way a taking brand size into account allows us to better understand the consumer.“
“Customers now control the relationship”
34% of consumers would be motivated to promote their favourite brand
online with content that’s relevant to their interests. – Salesforce
I know personally that this statistic recorded by Salesforce is true for me. If I trust a brand and I see adverts that are of interest to me then I will most likely give it a like or a share instantly.
This is especially true when it comes to Canon, the camera brand. I use Canon photography equipment, which has always exceeded my expectations, therefore I have built up trust and brand loyalty. When I have received a personalised advert in the past I have shared it or sent it to a friend, therefore subconsciously promoting the brand.
The first brand that came to mind when I began to think about personalisation was Starbucks. It’s as simple as them writing your name on a cup when you give your order and when it’s ready, they call your name and you collect your very own personalised cup of coffee.
This creates a sense of trust between the consumer and the brand, people enjoyed going to Starbucks for this reason so they could share a picture of their personalised cup online.
A second example of a brand that has used personalisation to build trust very well is Cadburys.
Cadbury’s tied this campaign into their follower’s Facebook pages to learn more about them and used this information to deliver a series of personalised videos,
which displayed their best matched product at the end.
“Ultimately, the key to properly utilizing personalized video is to offer consumers something they want, not what your brand would like them to want. Whether that “something” is a look back at physical fitness achievements or learning about a sweet tooth.” – business2community.com
“With the implementation
of personalised video, this
Cadbury campaign obtained
a 65% click-through rate
and a 33.6% conversion rate.”
While I do strongly believe that building trust through personalisation is extremely
important in marketing, I also believe that it is important to have a healthy balance.
It can be very easy to lose track of the brand meaning if you only focus on the
consumers’ needs and let them lead you entirely.
There can be a very thin line as to when personalisation goes too far or gets ‘Creepy’, which can be detrimental to any brand. It’s important to provide consumers with enough content that they can connect with and show an interest in to allow them to make decisions for their own personal reasons.
Overall I think we should all all be implementing building consumer trust through personalisation into our marketing strategies.
Personalization can deliver five to eight times the ROI on marketing spend and can lift sales by 10% or more, according to McKinsey & Co.