Marketing can get too personal: Panel

Marketing executives at the ExactTarget Global Connect Tour in Sydney debate whether data-driven marketing is making things too personal for the customer

Inspired marketing is increasingly reliant on data and analytics for customer relevancy, but can your efforts become too personalised?

That was one of the key questions raised during a panel session of marketing executives at the Sydney leg of ExactTarget’s Connect Global Tour on 15 May. The panel was chaired by the chief of the Association for Data-driven marketing and Advertising (ADMA), Jodie Sangster and featured Microsoft’s head of digital, Jeff Flanagan; GrabOne head of marketing, Campbell Brown; DealsDirect CMO, Linda Barrett; and 12 Week Body Transformation marketing director, Jimmy Storrier.

While all four panellists admitted to pursuing more targeted, segmented marketing activities using customer preferences and behavioural information, Brown advised others never to underestimate the power of the wildcard. His own company, GrabOne, is a daily deals site launched in New Zealand.

“Relevancy is very important and we spend a lot of time on that, but leveraging what is trending also works very well for us,” he told the audience. “You need to understand the threshold of the customer for personalised information and know just enough to help make that decision for them. A big lesson we have learnt is that trending is a good fallback.”

Storrier claimed too much personalisation of information could in fact “creep” customers out and recommended a balance of individually tailored marketing with content that matched the “tastes of the tribe”.

“Consumers also want to belong to the group, rather than have us talking just to them and no one else,” he claimed. “I think we as marketers can get too personalised and we’re still learning the right balance.”

Barrett claimed the timing of purchasing was another key consideration in the 360-degree view of the modern customer and a factor in understanding when they buy. She pointed out the online-only retailer’s best-performing digital communication with customers is its 6am newsletter, which includes a plethora of offerings and in fact goes against the concept of targeting.

“As a customer I want you to know me, but also connect me with things that are relevant at that moment in time,” she said. “It’s about tailoring the offer and the occasion.”

Flanagan also saw the timing and value proposition of the product as key to keeping the customer front and centre of Microsoft’s marketing efforts, particularly given its broad product offering. Panellists were also asked what they considered to be the key essentials of today’s CMO. For Barrett, today’s marketing chief must work to a data driven, more analytical framework and hold strong financial skills.

“The creative is still an important part of the role, but these data and analytics skills are equally as important,” she said. “In the retail space, your core adjacency as a marketer is usually the head of merchandising and while this relationship is still relevant, you’re also going to be increasingly engaging with the CIO and CFO.”

Storrier agreed the CIO and CFO should be a CMO’s best friends and added a technology background and knowledge is also important. In addition, CMOs should be the customer advocate at the boardroom table and be able to tell a story well.

Barrett also saw marketers taking more risks and becoming more adventurous, while Brown stressed his passion for data. “There are so many products you can build off that and it’s what is driving mobile, email, ad serving and so many other different ways of connecting,” he added.

Follow CMO on Twitter: @CMOAustralia or take part in the CMO Australia conversation on LinkedIn: CMO Australia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Data has the power to build or burn brands

A brand can be severely wounded by use or misuse of any of its assets and you could say data has the greatest power of all to inflict damage.

Lucy Acheson

Head of data strategy and customer experience, LIDA

Totto and your inorganic future

At Cannes Lions this year we’ve been treated to many artificial intelligence (AI) insights. It’s one of the major discourses of our time.

Richard Brett

CEO, opr

Personas of one and the rise of ‘always there’ marketing

I’ve got some bad news. The ‘always on’ marketing approach that many companies have only just fully implemented is already out of date.

Nigel Roberts

Founding partner and strategy lead, Yell

Promotion is difficult. You should be able to do it. Sometimes it turns out bad, and when you turn to professionals, it turns out well - ...

Jordan Samuil

Village Roadshow partners with Lion for pourage rights and promotional partnership

Read more

This is very good news for Australian SMEs as ActiveCampaign is an very powerful marketing automation / email marketing tool that costs a...

Lawrence

SMB marketing automation provider sets up Asia Pac HQ in Sydney

Read more

Thanks for the info! If you are looking for commercial real estate in Mumbai, visit us at Jagaha.com! We have over 20,000 verified proper...

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Completely agree! For the best commercial properties in Mumbai, visit our website - Jagaha!

Gizelle

Salesforce ups the Marketing Cloud ante with Datorama acquisition

Read more

Carisoprodol is used for treatment of pain.so it has some amount of drug use it carefully . Get its complete usage and prescription from ...

jensons henry

CMO profile: The strategy behind Cash Converters brand and customer experience reboot

Read more

Latest Podcast

More podcasts

Sign in