Getting To Know You

5th May

We’re living in an increasingly personalised world. From our name on everything from socks to a Starbucks coffee, the idea of a product or service being tailored to you alone makes the experience extra special. So it’s no wonder businesses are using personalisation to connect with their customers.

One of our clients, marketing services agency Gecko, has recently launched its new, fully personalised website. Based on information given by the visitor, the site refigures to display only the most relevant information. This innovative way of using personalisation is a great way to establish a bond with potential and existing customers from the very first point of communication.

However, not everybody is getting it right. There have been a string of cases recently where personalisation has missed the mark, including Pinterest mistakenly sending single women emails congratulating them on their upcoming wedding and the classic “Dear N/A”. It’s important to make sure that all personalised services have been thoroughly tested, technology wise, but it’s also vital that companies know why they are reaching out to customers in this way. Creating a personalised service isn’t just a gimmick – it’s a good way to connect with customers in our inter-connected modern world.

Personalisation will no doubt continue to take the market by storm. But as PRs, how can we personalise our service? The answer seems simple: know your audience and write accordingly.

Creating and maintaining a close relationship with both client and journalist, as well as knowing relevant magazines inside out, helps to ensure you can tailor each story or article for the correct publication.

Personalisation comes in all different shapes and sizes but, one way or another, it’s an invaluable tool in the PR and marketing world.

Want to get personal? Contact us @RightAgency.