9.03 – Working Smarter With Automated Customisation
Managing, producing, and effectively deploying content across various digital channels to achieve desired results is a significant challenge in today’s marketing landscape. Customising content for different individuals and personas is crucial for gaining attention, influencing behaviour, and capturing sales. However, with a diverse customer base segmented by needs, cultures, locations, and generational attitudes, customisation for each campaign can be daunting. The ability to do this quickly and efficiently often determines a brand’s success or failure.
Imagine you want to promote a new product that complements an existing one. You aim to communicate this to various target segments and current customers across multiple markets. The plan includes email, Facebook, mobile, web banner ads, and printed point-of-sale (POS) displays at retail outlets. Each element must be customised for each persona and geographic location, targeting both Spanish-speaking and English-speaking customers simultaneously. Additionally, you’re offering a limited-time introductory price, making it critical to launch all pieces simultaneously across all markets. And you need to accomplish this within weeks to leverage seasonal buying cycles.
Fortunately, marketing technology has advanced to include robust systems that enable mass multi-channel customisation, providing an affordable and efficient solution.
Key Platforms for Multi-Channel Customisation
Platforms that facilitate the design and deployment of content across channels and formats include:
- Social Media Management: Hootsuite, Sprout Social, and Sprinklr
- Content Management: Drupal, Contentful, and Adobe Experience Manager
A successful marketing plan can and should embrace all channels, regardless of the size of your business. The technology available today makes it feasible and affordable to execute omni-channel campaigns and communications to thousands, even millions, of customers and prospects efficiently.
When selecting a content management system, consider cloud-based options with templates for various formats. These templates should automatically resize for different devices and production needs. Additionally, robust analytics are essential for monitoring which elements perform best and deliver the highest ROI.
Choosing the Right Tools for Your Business
Digital technology and marketing tools are constantly evolving. While it may be tempting to use popular tools, they may not always suit your specific needs. Evaluate the time and resources required to learn, develop, and execute content on each digital platform. Determine what you can realistically manage well and consistently. Outline your goals, identify the tools and channels that best reach your target customers, and set a budget and timeline for your plan. Staying updated on new innovations in marketing technology and tools will help you remain competitive.
By leveraging the right technology and tools, you can streamline your marketing efforts, ensuring efficient and effective customisation across multiple channels, ultimately driving better results for your business.
