Modern consumers highly value personalized marketing. McKinsey’s Next in Personalization 2021 report reveals that companies excelling in customer intimacy achieve swifter revenue growth. The closer businesses connect with consumers, the more substantial the rewards. Digital Personalization is vital at all touchpoints within the marketing funnel, from initial brand encounters to post-purchase engagement. It underscores advertisers’ need to tailor digital marketing campaigns, especially in the programmatic realm. Explore the concept of personalized marketing, its merits, and strategies to harness its power for programmatic campaigns.
What is Personalized Marketing?
Personalized marketing involves customizing messages for individuals or distinct groups, adapting to their brand interaction stage. In digital advertising, personalized marketing utilizes data such as buying patterns and demographics to craft ad campaigns that deeply resonate with the intended recipients.
The Benefits of Personalizing Your Marketing
Personalized marketing aims to create a sense of alignment between consumers and a brand’s values and interests. For instance, in a retargeting effort, displaying previously browsed products to users fosters a perception that the ads cater uniquely to their preferences.
So, What are the Benefits of Personalized Marketing?
It offers marketers deeper customer insights, fostering trust and relationships. Progressing customers along the funnel enhances retention, loyalty, and engagement. This approach also spurs feedback, brand affinity, and heightened customer involvement.
Tips For a Personalized Marketing Strategy
Establishing a personalized marketing strategy is a continuous endeavor. The subsequent eight suggestions will aid you in initiating the process:
Leverage Data to Guide Your Strategy
The foundation of personalized marketing lies in understanding your audience. Data is crucial for this, as it reveals insights essential for a clear customer portrait. Information like demographics, behaviors, website activity, and transactions is invaluable for tailoring your digital marketing approach. When navigating your data, consider a few key aspects. First, assess your data, ensuring it matches your target audience. For example, having relevant demographic data is vital if you’re targeting young adults in a specific location. Utilize current and pertinent data; outdated information may need to reflect your customers accurately. Second, ensure comprehensive data coverage across the entire customer journey. This knowledge aids in crafting ad messages harmonizing with various funnel touchpoints.
Create Detailed Customer Profiles
Customer profiles provide factual details about your desired audience’s characteristics and shopping habits. These profiles offer a complete picture of a specific group of customers. They play a crucial role in personalized ad campaigns because they provide the information necessary to design a digital strategy matching your audience’s preferences and needs. To shape customer profiles, begin by broadly identifying your audience, then narrow it down to a profile that fits your product or service. It involves studying your customer’s journey and considering their age, income, family size, job, education, and marital status. This approach ensures your campaigns attract your ideal customers and effectively connect with that specific audience.
Develop Creatives That Speak to Your Ideal Audience
The materials you craft for a campaign offer an opportunity to communicate with your audience in a meaningful, educational, and attention-grabbing manner. These materials serve as a valuable means to connect with your audience and foster increased trust. Tailoring ads involves a fundamental grasp of your audience. Understand their identity and preferences, and even refer to past successful campaigns for insights. Align your campaign objectives with messages that resonate with your audience’s characteristics. Ensure your ads are clear, feature engaging text, and captivating visuals. These strategies empower you to control the appearance and timing of your ads without requiring a new campaign for each variation.
Use Contextual Advertising to Deliver Relevant Ads
Contextual advertising is a method that doesn’t depend on user data; it relies on the content individuals are presently seeing to display ads. This approach allows you to engage the appropriate audience when they’re most engaged. In contrast to behavioral targeting, which studies user attributes, contextual advertising centers on the material they’re exploring. Pairing ads with the content generate a more individualized encounter. For instance, someone reading a blog about various coffee types might encounter an ad for a coffee maker. The focus is on presenting suitable ads to the right people based on their reading or viewing.
Re-Engage Your Audience with Dynamic Retargeting
In the realm of programmatic advertising today, it often requires multiple interactions for users to feel confident about purchasing. Retargeting campaigns serve as a helpful tool to re-engage individuals who have already displayed interest using more relevant messages. Whether they’ve glimpsed your ads, clicked on them, or visited your website, retargeting is geared toward those interested in your business or products. By consistently reaching out to users, motivating them to complete a purchase becomes easier than those who have not previously engaged. Dynamic retargeting enables you to showcase ads highlighting products they’ve previously shown interest in. This personalized method prompts users to recall those items, amplifying their curiosity and brand familiarity.
Run a Brand Lift Study to Optimize Your Ads
A brand lift study assesses how your campaigns affect various programmatic placements, offering insights into consumer feelings and their connection with your brand after seeing your ads. It gauges the impact of upper-level campaigns on brand perception and evaluates consideration or purchase intent for mid to lower-level campaigns. This study goes beyond basic metrics like impressions, providing a deeper understanding of your campaign’s influence on consumer thoughts and actions. By identifying your target audience’s awareness, perception, consideration, and purchase likelihood, you can better measure a campaign’s effectiveness and adjust it to suit your ideal consumers better.
Segment your Email Lists
Going beyond simple {{first.name}} tags in subject lines, personalized emails require more effort. Once your email subscribers exceed 100, sending generic emails all the time could be better. Instead, divide your email list based on product preferences, customer status, or demographics. This segmentation lets you address specific audience concerns through your emails. For instance, paid subscribers need help maximizing product features, while free trial users require convincing to upgrade. Creating personalized content that directly addresses each user’s issues makes your email marketing more effective and engaging, ultimately leading to better results.
Personalize Your Marketing Campaigns
Personalization involves understanding your present and future audience’s wants, likes, and concerns. It enables tailoring digital campaigns to provide what they want when they want it. By customizing your digital efforts, you create a positive encounter for your audience, catching their interest and guiding them through marketing. This approach enhances the likelihood of capturing potential customers and leading them further down the marketing journey.