Importance of Personalization
Discussion 1:
First, read the following article and look over the following Infographic:
https://www(dot)socialmediatoday(dot)com/smt-influencer/market-everyone-reach-no-one
https://www(dot)socialmediatoday(dot)com/social-business/4-steps-unlocking-power-marketing-personalization-infographic
We now have the means and opportunity to learn more about our customers than ever before, and using this data can be extremely useful for your brand, particularly as a way for you to personalize your offerings and messaging.
What I want you to do: Based on the article and infographic and your own research tell me, in your own words, why personalization is important. Specifically, why should brands embrace personalization? Finally, pick a brand/company that you admire and give me one way that brand/company could use personalization that they currently are not doing.
For example, GoPro can find out which parts of their video (YouTube) marketing strategy are particularly effective then they can tailor their content accordingly (e.g. more of one kind of video vs. another). People are looking for more tailored and personalized customer experiences and such efforts will help them to decide which brands they want to engage with.
Discussion 2:
https://business(dot)financialpost(dot)com/news/retail-marketing/disney-star-wars-campaign-uses-augmented-reality-new-toys-to-hype-film
What I want you to do: Give me your thoughts on if you believe this was an effective marketing campaign for Disney (Disney owns the Star Wars franchise now):
What was Disney trying to achieve with this campaign? What were their business goals and objectives?
Who was the target audience for this marketing campaign?
Based on #1 and #2 do you think this was an effective marketing campaign?
Finally, how do you think they tracked success?
Discussions
Student’s Name
Institutional Affiliation
Discussions
Discussion 1
Before the widespread use of social media, ads were placed in various stores or newspapers so that they can reach many people. However, the time has changed, and consumers in the contemporary advertising landscape are irritated by ads that do not present them with what they need (Rendler-Kaplan, 2016). In particular, marketing personalization is vital in marketing where an ad is tailored based on a specific group of people. Brands should embrace it since it triggers consumers to consider a particular product after realizing that it can meet their needs (Hutchinson, 2016). Notably, if a person is more interested in new versions of smartphones, it would be more appropriate if a brand, such as Apple Inc., notifies this individual when it launches a mobile phone instead of software. For example, since Netflix is one of the largest video-streaming companies worldwide, it should suggest new movies or television shows for its customers based on what they usually watch.
Discussion 2
Friday Force II was an effective marketing campaign for Disney. The use of augmented reality was meant to personalize marketing to different fans of Star Wars. For instance, fans were given a chance to discover characters by using a smartphone app (“Disney ‘Star Wars’ Campaign Uses Augmented Reality, New Toys to Hype Film,” 2017). Friday Force II campaign enabled Disney to achieve marketing personalization of Star Wars. The company’s business objectives were to ensure that many people are conversant with its movie before it was launched and attracting ne...
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