How Hyperpersonal Marketing Builds a Brand Personality - Jason anello

Erik: What is hyper-personalized marketing and why must brands understand it? Jason: I think the idea of marketing being hyper-personalized is something that goes back to something that is very old, which is customer service. Everything now is a one to one conversation in that you’re not even talking – a person is not even talking with a company – a person is not even talking with a company maybe through email. A lot of times that company has a particular person who is answering tweets, let’s say, or managing a Facebook page or dealing with their Get Satisfaction account. And so, these are real people with names talking to each other – and that’s not even one to one, so that’s how it’s hyper-personalized. And so, the personality of the person running those particular things for the company is a big part of the conversation. And with the tools becoming more and more personal – you have your followers and your friends and how all of that goes, it is changing the way that marketing needs to be thought of, at least from my perspective, back to the customer service part. That to me is the most important tool as a marketer because when someone is pissed off, they usually email or call – forget about all the other tools that they can use to complain now, and get someone on the phone in customer service. And that person, if they read from a script, and we’ve all had this gripe and all said this from each other, “They read from the script and they couldn’t help me one bit!” Empowering that person – letting that person have their personality to actually help is the front lines of defense for any company. To take that a step further and go back and Get Satisfaction and Facebook and Twitter and any other social tools out there where there is not only a company person to customer conversation but many of those arenas, you can have other people chiming in on the conversation so it becomes a conversation of twelve people or seven thousand people. It’s still hyper-personal in that it’s a very conversational toned… Erik: Exchange Jason: Exchange. Thank you. Yes. And that is just going to increase more and more as the tools become more specific for the particular conversations that are existing.