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The Future of Marketing Communications

marketing communications

What is marketing communications personalisation? When we think about it, what comes to our mind is sending email blasts by merging the subscribers {{First_Name}} or {{Company }} details. This is an elementary form of personalisation that exists today with a few marketing automation products. The attempt is not to make the recipient feel that they are interacting with a Robot. Hyper Personalisation is still not a reality as predicted in the year 2016.

Near Past

Before the skyrocket of inbound marketing, advertisers would communicate their messages to as wide a group of people as possible. Their strategies were costly, interruptive, and, maybe most heinously, un-targeted.

This out of date, one-size-fits-all way to deal with advertising didn’t consider who the intended interest group was. Rather, individuals were seen and showcased as a solitary mass of potential clients. Some marketers are still using this age old technique and expecting results.


With personalization, advertisers can provide relevant and very focused content to its recipients. The segmentation criteria include a prospect’s area of knowledge, their gadgets. It can also include whether a prospect is an unknown guest, a lead who is as of now in your contacts database, or a current client. The goal of personalization isn’t to draw in with one gathering of people of many, yet to connect with boundless groups of onlookers of one.

With personalization, advertisers can provide relevant and very focused content to its recipients.…
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Personalisation can be used for attracting cold prospects, to convert prospects to leads, to nurture leads, to convert leads to customers, and to finally retain your customers. For every purpose, your marketing communication differs and remains relevant to the audience.

What currently exists are technologies that assist in automating behavior driven notifications. This is a subset of Hyper Personalisation. Such automation is being used by e-commerce companies where the tools are able to pick up the exact products where the customer abandoned the cart. This product is then blasted to the customer using not only email but various other channels. This is an advancement over the retargeting technology. 2 years back, retargeting was able to show static content to the abandoned customers. It was not able to distinguish between a prospect and a customer. The ads resulted in showing static content even to someone who has already purchased. By late 2015, this retargeting technology advanced into product specific content and exact behavior driven triggers.


Retainly is working towards creating customer personas by connecting a user profile to the wild open internet. A Sniffer constantly fetching relevant big data about this profile. Enriching this profile to understand their interest and problems, their habits and ambitions. These customer personas are not static, but hyper dynamic, and keep changing or enriching every moment it sniffs the internet. These personas are to be used in the future to build an AI and Machine Learning based communication system. This email marketing software will be able to push real-time relevant content to the user, making your marketing communications most relevant. This is what I call Hyper Personalisation.

Hyper Personalisation will require organizations to focus on Content Marketing in a totally different way. Organizations will have to keep huge libraries of contents readily available to be pulled and distributed by the engine. To build such huge libraries of content, organizations will need to hire creative writers which will also boost such marketplaces that provide creative writers on rent.

Why does the world need Hyper Personalisation?

First and foremost, this is a market demand. Consumers are regularly sent marketing messages and are overwhelmed with choice. They want to receive emails that are personalized to their interest and needs. Subscribers switch off when they receive generic, one-message-fits-all kind of communications. Subscribers have individual needs, preferred methods of communication and yet they’re flooded daily with generic marketing messages. Such marketing communications remain fairly successful or even a failure.

Scenarios and Use Cases of Personalisation

How can SaaS products use Email Personalisation

Behavioural Personalisation

  1. A SaaS product tracks that a user has reached Stage 3 of the Onboarding. An auto email is triggered to the user with motivation and suggestions to complete the next stage.
  2. A SaaS product tracks that a user has a configuration error. An auto email is triggered with a link to solve their problem.
  3. A SaaS product tracks that a user has not used a functionality for more than 15 days. An auto email is triggered to remind them of using it.

Hyper Personalisation

  1. A SaaS product tracks competitive technology used by their user and sends an auto email informing them about the added benefits over the competitive product.
  2. A SaaS product tracks the entire set of technology used by their customer and sends an auto email explaining how their product plays well with the other systems they are using.
  3. A SaaS product tracks that a customer tweets or shares a content about a particular interest. An auto email is triggered with details about how their offering caters to his interest areas, or with creative content about those interest areas.

How can Bloggers use Email Personalisation

Behavioural Personalisation

  1. A subscriber has not checked your blog for more than 15 days. Trigger an auto email reminding the subscriber on what new content has been published.
  2. A subscriber repeatedly returns to your blog, likes articles, actively comments and is assigned a Karma Score. Based on different karma scores, you offer them complimentary services like discount coupons, membership rate discounts, etc.

Hyper Personalisation

  1. Your system tracks your subscriber’s interest areas based on blog category activities. You send them auto emails with content only about their interest areas.
  2. Your subscriber tweets about a particular hashtag. You automatically filter content based on those hashtags and send them instant relevant content.
  3. A subscriber’s email interaction is tracked and based on their open and clicks, relevant curated content is automatically sent.

We are looking at an age when our mailboxes will not be over populated with boring content. We will be enjoying reading each and every marketing email that reaches our inbox. We will also be taking actions on those emails. Connect with me or comment to continue this conversation.

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The Future of Marketing Communications


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