Recently I spoke at IRCE about personalization. The conference organizers asked me to address “advanced applications of personalization technology and its results, keying in on the more advanced applications of personalization technology most consumers won’t immediately recognize as “personalized,” but that drive positive outcomes.” Their request was understandable. We are learning more and more about how giants like Netflix and Amazon are creating unique experiences for each visitor through a combination of deep machine learning, AI, algorithms, segmentation and good old browsing/purchase history. Marketers are eager to learn how their experiences can have the latest and greatest technology and create experiences on the fly. It all sounds so magical - and easy. But once again, the glitter of technology distracts us from how to best build relationships with our customers. The best personalized experience, if not identifiable as such by the customer, will convert at best. But, it won’t delve into deeper learnings through conversation, it won’t enable feedback, and it won’t get “credit” for aiming to better serve the customer. In short, “invisible” personalization misses a chance to build relationships. It misses a chance to make customers feel special.
We’ve spent the last several weeks bringing you tips and tools to create a campaign that’s not only exciting, but memorable. Because regardless of your goal – changing perception, creating brand awareness, boosting social media engagement or reactivating lapsed customers – nothing will happen if your campaign fails to grab attention and leave customers with a clear takeaway.
So now that you’re armed with the info you need (see Campaign Building Blocks, Parts 1-5), let’s dive into a few of the best ones. Which B2C and B2B brands have been successful in delivering killer campaigns that connect on a basic, human level? Grab your coffee (or cocktail, depending on what time you’re reading this) and we’ll take you through three well-executed examples.
see the top 3 at: https://www.jschmid.com/blog/campaign-building-bloacks-killer-campaigns/