Supercharging Personalization

Oct 18, 2023

Blue Flower
Blue Flower
Blue Flower
Blue Flower

We all seek to be understood. This is true in all our human relationships and the relationships we have with brands are no different.

The most successful brands know how to create meaning and connection with consumers through the medium of storytelling (words, imagery, ideas, narrative, emotions).

At the core of the marketing function is the alignment between knowing your customers, their lifestyles, and needs, and meeting them with your products and services. In this intricate dynamic of the consumer-brand relationship, digital technology has fundamentally changed the way consumers purchase, and brands market, and what is looming large is clear, marketing as we know it all, has grown exponentially more complex. Digital is now the cornerstone of all marketing strategy, yet with changing algorithms, escalating customer acquisition costs (an increase of 65% over the last 5 years), and lower organic reach (i.e. Facebook posts dropped from 12 to 5%), it has become harder for brands to capture their customers’ attention and engagement.

The overarching conundrum is the personalization/privacy paradox. Consumers crave to be understood, seen, and interact with content that is personalized, yet privacy and data laws complicate this matter, and the challenge confronting brands is unmistakable. How can brands distinguish themselves in the hearts and digital platforms of their consumers? How can brands and companies tap into deep active listening (a skill every good partner has) and truly understand their current and potential customers? How do they become more adaptive to consumer changes and gain quicker insights? And how to do this with limited resources (human, time, and capital)?

Let’s go back to basics; it’s about people.

What really good marketers have always understood is that consumers aren’t mere data; we are dynamic, ever-evolving individuals on the journey to self-discovery and fulfillment. It's about people, and caring to understand who they are, their motivations, and preferred modes of engagement. The industry that has aced the engagement factor is gaming. The interactive modalities used in games drive intrinsic motivation, and this is why the education industry has caught on to the power of games in a tremendously impactful way.

Is there a chance for brands to integrate those methods into their marketing? We believe so,

Technological shifts are like tectonic plates; they will change the marketing paradigm. Leveraging the synergetic power of Web 3.0, Blockchain technology, AI/ ML, and gamification, brands can be more adaptive in capturing and engaging with consumer interests, motivations, behaviors, and tendencies, whilst ensuring data privacy and security. It supercharges personalization. Transcending the conventional notions of segmentation, supercharging personalization allows the brand to foster engagement with an audience of one. Research shows that 80% of consumers agree that they are more likely to purchase from a company that offers a personalized experience - why wouldn’t you offer it?

Supercharging personalization via interactive and multiple modalities is not a trend; it’s the future of brand engagement, where gamification gives marketing the tools to transcend the mundane and enter the realm of the extraordinary, and we progress to an era where success is defined not by the volume of content, but by the depth of engagement.

It’s time that brands enter into the world of supercharged personalization and engagement to unlock new horizons of growth. A future where brands are not just commercial entities but trusted companions on the intricate journey of human connection.