{"id":17521,"date":"2016-10-12T12:00:17","date_gmt":"2016-10-12T12:00:17","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/mastering-where-when-personalization\/"},"modified":"2025-02-18T17:36:42","modified_gmt":"2025-02-18T17:36:42","slug":"mastering-where-when-personalization","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/","title":{"rendered":"Mastering the \u201cWhere and When\u201d of Personalization"},"content":{"rendered":"

In today\u2019s marketing landscape, the way you reach a customer is just as important as the people you\u2019re reaching and the message you\u2019re using. Marketers need to be strategic about when to communicate with audiences (in terms of touch points, lifecycle stages and moments of truth) and how to reach them (preferred channels and device agnostic). If a customer doesn\u2019t engage with the primary channel you\u2019re using for outreach \u2013 such as email \u2013 you\u2019re likely wasting valuable time and budget on communications they\u2019ll never see, much less interact with or respond to.<\/p>\n

Marketers need to ensure personalization<\/a> is an ongoing commitment throughout the customer lifecycle, and not executed only on a campaign basis. Achieving this requires combined use of paid and owned media channels, with individualized content pushed to consumers at strategic touch points<\/a> that’s\u00a0also accessible in\u00a0users’ own time. Below are three ways your brand can master the \u201cwhere and when\u201d of personalization:<\/p>\n

1. Kick off customer relationships by providing value.<\/h4>\n

Reaching out to someone on a holiday, or their birthday (the, \u201cHappy birthday, thanks for being a customer\u201d email), is one of the most common ways brands personalize their messaging. This approach may check a box and allow\u00a0you to say you\u2019re personalizing marketing efforts, but these messages don\u2019t provide any value to your customer. From the start of every customer interaction, go beyond simple messages and use meaningful data to create real value and increase customer engagement.<\/p>\n

For example, Atlantis Paradise Island<\/a> found that customers wanted to know more about the resort before their trip, so they could make plans before arriving. The resort created a personalized experience for customers before their arrival, recommending restaurants and other activities. Atlantis\u2019 outbound communications to guests incorporated personalized storytelling and interactive video at three key touch points in the pre-arrival lifecycle to help familiarize and welcome guests before they set foot on the resort. As a result, Atlantis\u2019 email engagement and pre-arrival spend grew significantly, reflecting that personalized outreach provides real value to users.<\/p>\n

2. Meet customers on their preferred devices, at their preferred times.<\/h4>\n

It\u2019s critical to target customers with personalized messages when they\u2019re most likely to be interested in receiving them and ready to take action. For example, when a customer makes an inbound call to your customer support center, your interactive voice response (IVR) system can trigger a follow-up personalized message or video sent to the customer\u2019s mobile they are calling from. This immediate response on the channel the customer is currently on tells the consumer: \u201cthe business knows I called and what I need help with.\u201d More so, it delivers proactive and personalized education and action for the customer, answering his questions on the same channel (a mobile device) used to make the initial call and in the moment when it matters to him.<\/p>\n

3. From the beginning, prepare to engage at every touch point.<\/h4>\n

Personalized marketing is only going to get more personal, and the possibilities for savvy marketers are truly exciting. As your brand defines parameters for customer engagement, consider how you\u2019ll make every individual\u2019s experience a unique one at each stage of the customer\u2019s journey \u2013 using a combination of content you push toward users, and content they can pull at any time.<\/p>\n

Using SmartVideo, AT&T pushes personalized video bills<\/a> via email within the first month of new subscribers joining and to existing customers who change services. Simultaneously, customers can always access their video bills from the mobile and within the My Account portal. This multi-reach, push-pull effort allows customers to access personalized information when and where it matters to them.<\/p>\n

Achieving the perfect balance of reaching consumers with individualized marketing \u2013 delivered at the right time, on the right channel \u2013 is an art, and it can reap serious rewards in terms of customer activity and ROI. As Forrester\u2019s Brendan Witcher said in our recent webinar<\/a>, \u201cIndividualization done right doesn\u2019t look like personalization\u2026 it just looks like a great customer experience.\u201d Mastering when and where to best engage prospects and customers in a personalized way will set your brand up for success, now and in the future.<\/p>\n

Replay our webinar with Adweek and Forrester, \u201cWhy you\u2019re getting personalization wrong: The future of one-to-one engagement<\/a>,\u201d to master customer outreach for your brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

In today\u2019s marketing landscape, the way you reach a customer is just as important as the people you\u2019re reaching and the message you\u2019re using. Marketers need to…<\/p>\n","protected":false},"author":4,"featured_media":924,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[],"blog-topic":[75,123],"class_list":["post-17521","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","blog-topic-best-practices","blog-topic-personalization"],"acf":[],"yoast_head":"\nMastering the \u201cWhere and When\u201d of Personalization | SundaySky<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mastering the \u201cWhere and When\u201d of Personalization | SundaySky\" \/>\n<meta property=\"og:description\" content=\"In today\u2019s marketing landscape, the way you reach a customer is just as important as the people you\u2019re reaching and the message you\u2019re using. Marketers need to…\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/\" \/>\n<meta property=\"og:site_name\" content=\"SundaySky\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/SundaySkyVideo\" \/>\n<meta property=\"article:modified_time\" content=\"2025-02-18T17:36:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sundaysky.com\/wp-content\/uploads\/2020\/07\/hee-e1476215244922.jpeg\" \/>\n\t<meta property=\"og:image:width\" content=\"1000\" \/>\n\t<meta property=\"og:image:height\" content=\"667\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@sundaysky\" \/>\n<meta name=\"twitter:label1\" content=\"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593\" \/>\n\t<meta name=\"twitter:data1\" content=\"4\u5206\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/\",\"name\":\"Mastering the \u201cWhere and When\u201d of Personalization | SundaySky\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/hee-e1476215244922.jpeg\",\"datePublished\":\"2016-10-12T12:00:17+00:00\",\"dateModified\":\"2025-02-18T17:36:42+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/#breadcrumb\"},\"inLanguage\":\"ja\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/hee-e1476215244922.jpeg\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2020\\\/07\\\/hee-e1476215244922.jpeg\",\"width\":1000,\"height\":667},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/mastering-where-when-personalization\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blogs\",\"item\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/blog\\\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Mastering the \u201cWhere and When\u201d of Personalization\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#website\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"name\":\"SundaySky Video Platform\",\"description\":\"Transforming Customer Engagement with Video\",\"publisher\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\"},\"alternateName\":\"SundaySky\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"ja\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#organization\",\"name\":\"SundaySky\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"ja\",\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"contentUrl\":\"https:\\\/\\\/sundaysky.com\\\/wp-content\\\/uploads\\\/2022\\\/11\\\/Sundaysky-logo-02.png\",\"width\":1920,\"height\":1080,\"caption\":\"SundaySky\"},\"image\":{\"@id\":\"https:\\\/\\\/sundaysky.com\\\/jp\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/SundaySkyVideo\",\"https:\\\/\\\/x.com\\\/sundaysky\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/sundaysky\\\/\",\"https:\\\/\\\/www.instagram.com\\\/sundayskyvideo\\\/\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Mastering the \u201cWhere and When\u201d of Personalization | SundaySky","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/","og_locale":"ja_JP","og_type":"article","og_title":"Mastering the \u201cWhere and When\u201d of Personalization | SundaySky","og_description":"In today\u2019s marketing landscape, the way you reach a customer is just as important as the people you\u2019re reaching and the message you\u2019re using. Marketers need to…","og_url":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/","og_site_name":"SundaySky","article_publisher":"https:\/\/www.facebook.com\/SundaySkyVideo","article_modified_time":"2025-02-18T17:36:42+00:00","og_image":[{"width":1000,"height":667,"url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2020\/07\/hee-e1476215244922.jpeg","type":"image\/jpeg"}],"twitter_card":"summary_large_image","twitter_site":"@sundaysky","twitter_misc":{"\u63a8\u5b9a\u8aad\u307f\u53d6\u308a\u6642\u9593":"4\u5206"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/","url":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/","name":"Mastering the \u201cWhere and When\u201d of Personalization | SundaySky","isPartOf":{"@id":"https:\/\/sundaysky.com\/jp\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/#primaryimage"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/#primaryimage"},"thumbnailUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2020\/07\/hee-e1476215244922.jpeg","datePublished":"2016-10-12T12:00:17+00:00","dateModified":"2025-02-18T17:36:42+00:00","breadcrumb":{"@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/#breadcrumb"},"inLanguage":"ja","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/"]}]},{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/#primaryimage","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2020\/07\/hee-e1476215244922.jpeg","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2020\/07\/hee-e1476215244922.jpeg","width":1000,"height":667},{"@type":"BreadcrumbList","@id":"https:\/\/sundaysky.com\/jp\/blog\/mastering-where-when-personalization\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/sundaysky.com\/jp\/"},{"@type":"ListItem","position":2,"name":"Blogs","item":"https:\/\/sundaysky.com\/jp\/blog\/"},{"@type":"ListItem","position":3,"name":"Mastering the \u201cWhere and When\u201d of Personalization"}]},{"@type":"WebSite","@id":"https:\/\/sundaysky.com\/jp\/#website","url":"https:\/\/sundaysky.com\/jp\/","name":"SundaySky Video Platform","description":"Transforming Customer Engagement with Video","publisher":{"@id":"https:\/\/sundaysky.com\/jp\/#organization"},"alternateName":"SundaySky","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sundaysky.com\/jp\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"ja"},{"@type":"Organization","@id":"https:\/\/sundaysky.com\/jp\/#organization","name":"SundaySky","url":"https:\/\/sundaysky.com\/jp\/","logo":{"@type":"ImageObject","inLanguage":"ja","@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/","url":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","contentUrl":"https:\/\/sundaysky.com\/wp-content\/uploads\/2022\/11\/Sundaysky-logo-02.png","width":1920,"height":1080,"caption":"SundaySky"},"image":{"@id":"https:\/\/sundaysky.com\/jp\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/SundaySkyVideo","https:\/\/x.com\/sundaysky","https:\/\/www.linkedin.com\/company\/sundaysky\/","https:\/\/www.instagram.com\/sundayskyvideo\/"]}]}},"_links":{"self":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17521","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog"}],"about":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/types\/blog"}],"author":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/comments?post=17521"}],"version-history":[{"count":0,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog\/17521\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media\/924"}],"wp:attachment":[{"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/media?parent=17521"}],"wp:term":[{"taxonomy":"industry","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/industry?post=17521"},{"taxonomy":"use_case","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/use_case?post=17521"},{"taxonomy":"blog-topic","embeddable":true,"href":"https:\/\/sundaysky.com\/jp\/wp-json\/wp\/v2\/blog-topic?post=17521"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}