Personalization is becoming best practice for e-mail, mobile marketing and digital display ads, and recent marketing data underscores digital personalization's potential power, asserts a ClickZ article by Tess Wegert. Consider "Share a Coke" labels personalized with 250 popular names, which "reversed a decade-long decline in U.S. Coke consumption," per a Wall Street Journal report. Another example from Wegert is the personalized interest- and location-specific video ad campaign by automaker Land Rover, which lifted brand awareness by 50% and purchase intent by 53%. In the e-mail arena, data shows that personalized e-mails can yield transaction rates and revenues six times higher than non-personalized messages, she notes. And when it comes to online ads and content, Yahoo reports that 78% of consumer surveyed say they want some degree of content personalization. But, Wegert cautions, personalization can be a double-edged sword, turning off audiences if it is inconsistent, intrusive or mistargeted. She cites three basic tactics for succeeding with digital personalization: 1) coordinate messaging across all channels; 2) go slow and avoid creepy, excess personalization upfront and all at once; and 3) make sure personalization is targeted based on accurate data and profiling. For the complete story, go to http://www.clickz.com/clickz/column/2374653/the-importance-of-personalization
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