This document discusses personalization versus automation in marketing. It notes that personalization through bespoke, attention-grabbing content tailored to individual customers can improve customer retention and perceptions of the brand, but it is time-consuming and costly to scale. Automation allows for high reach at low cost but provides a one-size-fits-all approach and lacks a human touch. The document advocates delivering personalized rewards and micro-experiences through social media to engage customers in a scalable way.

1. Personalisation beyond Automation
QUALITY OVER QUANTITY

2. WHAT IS OUR AVERAGE ATTENTION SPAN?
8.25 seconds

3. 9 seconds

4. THE COMPETITION

5. PERSONALISE
BESPOKE CONTENT
ATTENTION GRABBING
CUSTOMER RETENTION
TIME CONSUMING
LABOUR INTENSIVE
COSTLY TO SCALE

6. 61% of consumers feel better about a
company that delivers custom content, and
are more likely to buy
Source: Demand Metric, Gartner
78% of consumers believe organisations
providing custom content are interested in
building good relationships

7. AUTOMATE
CUTS COSTS
SAVES TIME
HIGH REACH
PRONE TO ERROR
NO HUMAN TOUCH
ONE SIZE FITS ALL

8. 1/2 of consumer avoid brands that contact
them with poorly targeted communications
2/3have "unfollowed" brands – closed their
accounts or cancelled subscriptions
Source: Deloitte

9. Twitter Moments Ad
$1 MILLION

10. DELIVER IMPACTFUL & PERSONALISED
REWARDS
ENGAGE THROUGH MICRO EXPERIENCES
PROVIDE SOCIAL CURRENCY FOR USERS
TO AMPLIFY MESSAGE

11. #Weartherose

12. #Tastethefeeling

13. #BringhimHOME

14. #Telegram221B

15. @robjbarnes
/robjbarnes
rob.barnes@redberrydigital.com