How to obey Marketing’s Law of One - 3 tips to get more personal with customers

Last week we introduced Scott McCorkle’s Marketing Law of One in Is this the Year of Hyper Personalisation? This week we look at three forces that can help you initiate it so your brand can get connected with your customers for a more intimate relationship.

3 Market Forces to Master in the Pursuit of the Individual Customer

Looking forward, here's what brands and agencies must have a grip on to get down to 1:1 business:

Scale: It may seem like an oxymoron that the Law of One needs scale, but without personalized content to reach individuals, your precision marketing doesn't stick. Create processes that allow you to align multiple sets of personalized creative content with various trigger points so you can deliver the true impact of 1:1.

Big data: You'll need data from the back end (like behavioural data from websites) and customer-facing channels (like social, forms and surveys) to reach new heights of personalization. Set your tech plans in motion now.

Cross-channel integration: From desktop to mobile to retail, every channel should be informed by what you know about every customer. They shouldn't have to explain the same issue to you on email that they just voiced over the phone. Integrate channels for a happier and more loyal customer.

Today's fast-evolving marketing landscape can make even the most experienced marketers feel a bit out of step. Even with so many new media platforms sprouting up every day, don't forget that the established digital channels—your website, personalized digital ads, apps, large social networks—all still work.

It's time to invite marketing to sales and service to meet and settle on a plan to enact the Law of One—for every customer.

By: Scott McCorkle

Source: Ad Week