Join MK and Jessica Vogol, VP of Marketing at Movable Ink for a conversation about empowering marketers to drive more memorable moments through content with their prospects.
MK and Jessica take you back to 2009, where the world was starting to leverage personalization. You could open your phone in Boston and your laptop in New York and see different email content for the first time.
Movable Ink was one of the companies at the time who allowed marketers to personalize their emails in that way, which inherently drove Jessica to join the team in 2015. Since then, their team has been at the forefront of defining what it means to be personal and personalized in your marketing.
Ever since the first personalization token was inserted into an email, consumer’s expectations for personalization gets higher and higher, as Jessica says
“Your competition isn’t the companies in the same industry as you, your competition is every other interaction your customers have.”
Every incredible digital experience raises the bar for all marketers. That goes for digital experiences from major brands to kids on TikTok creating content for anyone to consume.
We live in a time where attention is sparse, and it can be overwhelming for marketers to know where to start.
Jessica suggests starting with asking yourself a few questions to organize yourselves:
What is the goal of your content? To drive revenue, drive eyeballs, launch a loyalty program? Then, what are the pieces of content that your customer is going to experience?
So step one is really data and context. Leverage the data to understand what goal you are going to drive to and what data points you’re going to leverage to drive people to consume the content.
And then how does the content you want to leverage fit into the context of how that consumer has previously interacted with your brand.
That’s where Movable Ink comes into play. They help you connect your first party data with your content to create experiences across channels that feel personal and relevant.
One big example of a content campaign they helped create was the Twitch Year In Review. Campaigns like this show your customers that yes, you are collecting data around their usage, but you’re using it to help make their experience better and more delightful.
At this point, consumers expect you to have their data – if they share it with you – and also expect you to use it to their own advantage.
This mindset can be translated down from one-to-many interactions, down to one-to-one interactions. You may spend more time trying to get more data about a specific person, but Jessica warns her fellow marketers something surprising.
Personas aren’t all that’s important anymore. There is so much data on social media that being personal not just personalized is how you can take a moment and make it feel very one-to-one.
However, scraping someone’s social media profiles and regurgitating their personal details back to them won’t be much help either. You need to be able to understand both the persona and the person you are talking to.
To listen to the whole conversation with Jessica and MK, check out the full length episode here!