Marketers need to deliver personalization at scale, says Adobe India
The trend towards personalisation continues to dominate marketers' agendas, as brands seek to connect with rapidly changing consumer expectations. The Drum spoke to Adobe India’s head of marketing Anindita Das Veluri to find out what marketers can do to stay relevant.
Marketers get ready with your personalization strategy
Today's consumer demands and expects personalisation. They expect to be understood as the unique person they are today rather than be bound by stereotypical classifications.
Brands wanting to connect and engage this new type of consumer need to evolve their thinking, according to Anindita Das Veluri, head of marketing for Adobe India.
“Brands need to recognize their consumer as multidimensional and channel personalized interactions in order to keep up with their expectations.”
Veluri spoke to The Drum about Adobe's latest research, which revealed almost two-thirds (77%) of respondents feel negatively towards brands that interact with them based on assumptions and labels, including age-based stereotypes such as ‘millennial’ and ‘Gen-Z’.
The report also found three-quarters of APAC consumers (75%) expect personalised experiences from brands they share data with, with more than two in three (67%) wanting real-time offers relevant to their brands.
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Interestingly, Indians believe that brands are inconsistent in keeping up with their personal preferences with 52% stating they expect brands to pay more attention to their needs. In fact, Indian consumers will reward brands that do a good job, with 83% claiming they will advocate for brands that offer consistent, personalised experiences.
Consumers across the region attach a premium to regular efforts from brands with bespoke offers related to their current interests – more than three times as many people want frequent, thoughtful gestures (62%) over bigger one-off moments (21%).
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"Marketers need to be ready to move from delivering personalisation to personalising at scale," says Veluri.
She says the findings confirm that marketers must ensure they are delivering consistent relevant experiences in real-time and across every channel - online, offline and immersive experiences - and it needs to be capable of scaling to potentially millions of customers.
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The study points out that most consumers across APAC see themselves, and their peer group, differently from how they were pre-pandemic, with 79% admitting to changing their preferences and tastes even further in the past three months.
Marketing needs to constantly evolve to keep pace with this rapidly changing consumer. Veluri says marketers need to strengthen their focus on updating their customer’s data to avoid the reputational pitfalls of using outdated customer data. They also need to exploit the shrinking pool of third-party data intelligently to gain consented customer information and build direct relationships with customers.