In the past few years at Sauder, the word “customization” was constantly drilled into our minds, and this year is no different. In our eMarketing class, we were exposed to the extent that customization through social media platforms has evolved. Long gone are they days when you have mass automated “customized” messages which thanked customers for their business, people in these days expect to see human to human interactive messages, if you are going to send them a message at all. Marketers really need to keep an eye on what they are trying to achieve through the use of social media platforms. To companies, these platforms should not just be a business channel, but be a two-way interaction arena. It should give content, but also share related news and trends. Engagement with customers is also a must – whether this is through response to comments, or “retweets”. This will ensure that customers do not feel alienated or feel that they are simply another hay in the stack. Of course, the semi-customized, automated messages, such as the ones that is possible through Hootsuite is satisfactory every now and then, but don’t fall into the trap of over-using it, because it can be painfully obvious to your listeners that you are not putting enough effort in this relationship.

A conversation is a TWO-way street

However, customization has taken on a whole new level in paid advertising, such as what “Kiip Rewarded Video” offers. Online games will award players for completing specific levels, and the software even knows when the optimal time to show the advertisement is. An example given from the article is a Trident chewing gum will be the reward if the video is related to garlic.  Not only are there crafted messages that can occur through social media platforms, but potentially, the new age of customization can allow tailored advertisements and corresponding rewards to be possible.

What is important to keep in mind is that companies know what their customers want and link it to relevant trends. An article in the Globe and Mail called “How to know what your customers want before they do” conveys this concept really well. Customization is about understanding the customers and what they need and giving it to them. If companies are able to anticipate the needs, then they will be ahead of the game. A fitting quote from this article that is also highly related to the eMarketing course is: “Real-time marketing isn’t a one-size-fits-all-proposition”.

One-size-DOES-NOT-fit all

How will you up your customization game?

Tailor to your audience and customers – don’t be generic!