Well, we at Magicomm have been thinking a lot about this recently and have worked hard to come up with unique campaigns that go beyond traditional personalization. For example, in a recent campaign we did for Canon USA we wanted to establish each prospects pain points and address their issues in a unique manner. We achieved this through a set of video testimonials that reorganizes itself based on the individuals responsibilities. What we ended up with was the beginning of a conversation that we hope to continue in the free webinars that are a component of the campaign, which includes personalized mailer, purl, responding email, and the videos.

So the more information I have about my prospect the better?

Well not necessarily. You don’t want to scare them away as there is such thing as TOO personal. Instead of talking about how you know where they were last week (creepy), why not instead use that information to write a more appealing call to action.

Now taking this idea of personalization to your every day marketing strategies, wouldn’t it be cool if you could welcome your users to your blog with a customized message based on how they came across your blog. For example, if you know someone found your site through YouTube, why not also ask them to friend you on YouTube and check out the rest of your companies videos. The technology exists, it’s just on us to push it’s limits.

Personalization was fun at first because we could “see our name in lights”. Now it’s time we become more sophisticated with our marketing communications by providing relevant information that is taylored to the receiptants interests. It’s not rocket science … just the next logical step.