Relevant Marketing Beats Personalisation: Google's New Data

For The Daring Growth Seekers

Google's latest marketing research has destroyed "Hello [First Name]" emails, revealing only 18% of consumers care about seeing their name on product recommendations.

What customers actually want is content relevance in digital marketing - messaging that directly addresses their problems, pain points, and desires at the right moment in their buyer journey.

In this episode, I break down Google's surprising consumer behaviour research that challenges conventional personalisation wisdom and explain why focusing on relevance outperforms basic personalisation tactics in your marketing strategy.

You'll discover:

• How a fictional airline captured 41% market share from established competitors using relevant messaging and content marketing
• Why the "Messy Middle" of customer decision-making requires relevance, not personalisation in your email marketing
• Practical ways to shift your marketing automation from shallow personalisation to genuinely helpful relevance

For SMEs and marketing teams, this research delivers good news: you don't need sophisticated personalisation technology to win customers - you just need to be more relevant than your competition with targeted content.

Listen for actionable digital marketing insights on building relevant communications that demonstrate you truly understand your customers' needs and drive better marketing ROI.

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Chapters

1. Introduction to Google's New Research (00:00:00)

2. The Shift from Personalisation to Relevance (00:00:25)

3. Understanding the Messy Middle (00:02:17)

4. Key Statistics on Consumer Preferences (00:03:15)

5. The Importance of Relevance in Marketing (00:04:16)

6. Practical Applications for Businesses (00:09:39)

7. Collecting and Using First-Party Data (00:10:56)

8. Final Thoughts (00:16:22)