The Evolving Personalisation Series – Part 1: Mass Marketing vs 1:1

Our mission at Noble Five is to help our customers realise the full potential of modern marketing. We often provide consulting services to leading brands at the intersection of data and digital media and work often includes strategies and projects on the topic of digital personalisation. It’s a big topic that is constantly evolving. 

In this ongoing series, we’re delving deep into the dynamic landscape of personalisation for marketers. To get started let’s first look at the alternative – mass marketing.

The Thing with Mass Marketing

Do you always speak to people the same? Even when you know them?

Let’s try a thought experiment. 

Imagine you are walking down the street and you hear someone shout out “Hey”

Do you:

  • Assume that they are talking to you and turn?
  • Assume that they are not talking to you but turn just in case? 
  • Keep your head down and ignore it all together? 

It’s hard to predict. There’s not much to go off. 

But that’s the problem. Without making the message specific it just lacks meaning. A generic message can mean so many different things. For most people it’s easier to ignore. 

Even if it’s directed at an intended audience. And even if that audience is ready to engage. 

It’s just easier to ignore. And that’s the same problem with generic marketing. 

When a message is not meaningful enough to cut through then what’s the point. 

Now you can bypass this with great strategy and killer creative. You should. It works.   

But also – what if that message was more specific. More relevant to your audience. More personal. You wouldn’t need creative theatrics. You could just have a meaningful relationship. 

As marketers – we understand the power of relationships – but we struggle to practice this at scale. And that’s the promise of personalisation. It’s about remembering who customers are and connecting with them on their terms in a meaningful way. 

Mass marketing is generic. It has to be. 

Personalised marketing is meaningful. It can matter to a person.

For instance – if I was walking down the street and someone shouted – “Hey…
“Hey, you in the really cool paisley shirt. You’re Eamonn right? You were the winner of 4 youth tennis tournaments between 2000 and 2002. I’d love to hear what you think of my new tennis equipment range. Come and check out this new racquet.” 

I’m showing off but you get the point. It’s more interesting when you know about your audience and you talk to them in a meaningful way. 

Personalised marketing is proven to be much more effective. You can appreciate why. It matters to the intended target recipient.

It’s also more cost effective – not just your engagement to conversion rate increase – but also you’re not spending money to reach those who are not your target

But can personalised digital marketing scale? That’s one of the questions we’ll explore together in this series. 

Join us on this transformative path of modern marketing. Together, we’ll shape the future of digital personalisation. Contact us today or check out the whole series below:

  1. Mass marketing
  2. Customer understanding
  3. Contextual relevance
  4. Personalisation and data
  5. Customer product market fit
  6. Tech Stack investment
  7. The future of personalisation

Published May 12, 2023

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About the Author

Eamonn O'Hanlon Portrait Photo

Eamonn O’Hanlon

Business Intelligence Specialist

Eamonn focuses on data and reporting solutions. He has worked across performance marketing, programmatic display, business intelligence and tag management during a decade of martech and consulting.

With an academic background in finance and economics Eamonn is a measurement and analytics specialist and is obsessive about KPI across the full length of a clients martech stack. More than just data, Eamonn is innovative and brings practical experience in blockchain technology and helping clients action their insights.

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