It’s all about personalisation

Without a question, I think this is by far the best discovery I have ever made about possessing something unique yet personal.

What do you think about having your own personalised M&Ms (chocolates)?

Are you glowing with curiosity or beaming with happiness now?

Whatever it is, let me share with you about this personalised marketing plan by M&Ms.

Personalised M&Ms

(Source: http://www. mymms.com)

What excites me the most about this is the fact that I am able to print my own M&Ms by selecting the message of my choice or even printing my face on those colourful chocolates.

I think it is a really cool way of selling products, in particular products that appeal to the younger generation. This marketing idea is unique as it offers consumers an avenue for self-expression. More importantly, it creates interaction and engagement on a personal level.

It's all about personalisation

In a business environment where advertising calls for desperate attention of potential consumers, personalisation is important. Personalisation can also be viewed as a way to solve information overload as personalisation addressed individual needs, wants and preferences which helps to build and strengthen the relationship between the organization and customers.

As Gripekoven (2004) explained:

• "Personalisation is all about delivering the appropriate offer to the proper customer. That can lead to stronger and more profitable relationships with customers. By understanding and predicting customer behaviour, companies can create a competitive advantage – but that can be highly dependent on the personalisation technique used."

• "Dynamic personalisation technology allows companies to provide their customers with an entirely new experience of personalised offers and content. The real-time capabilities of dynamic personalisation provide greater accuracy and the flexibility to adapt to changing trends."

In an article by Canning (2008), Johannes Weissenbaeck was quoted saying, "…advertising of brands is moving from talking at people to the role of becoming hosts for experiences in which the consumer is in control. Experiential marketing comprises everything from designing shops to creating events, marquees and even publications and web pages that entice people to engage with the brand or product, rather than simply placing an ad in front of them."

He also added that certain experiential marketing idea works for certain generations. For instance, '… mothers more easily targeted with themes build on trust, while generation Y is rooted in entertainment.'

In essence, marketers should be aware that digital marketing and personalisation now come hand in hand. Personalisation ensures the message and communication initiatives of the marketers hit the right target audience more effectively.

References

Canning, S (2008), Interaction speaks louder than words in marketing, The Austrialian Online, viewed on 12 November 2008, <http://www.theaustralian.news.com.au/business/story/0,,24625560-7582,00.html>.

Gupekoven, J 2004, Personalised communications in e-marketing, The European Institute for research and Strategic Studies in Telecomunications GmBH, viewed on 10 November 2008, <http://www.eurescom.eu/message/mesageMar2004/Personalised_communication_in_e_marketing.asp>.