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A personalized customer experience is no longer just preferred, it is expected. If advertisements aren’t relevant to the consumer, they are disregarded. The good news? The current state of the digital marketing world allows for advertisers to make this type of “wasted impression” nearly obsolete.
The following questions will help determine whether your marketing efforts are sufficiently personalized to your target customer.
- Are you collecting, analyzing and interpreting your first party data to learn who your customer is, what they want and why they’ve engaged with your brand?
- Do you know what type of messaging resonates with your customers? Are you applying those learnings to your campaign messaging strategy?
- Are you able to reach your target audience across their entire digital footprint?
If you answered no to any of these questions, you’re likely not maximizing your opportunity to personalize your marketing strategy to your target customer. Here at Response Labs, we live for personalization. We lead brands in successfully establishing personalized, and therefore mutually beneficial relationships with their customers that have strengthened their businesses.
Let’s Talk About Your Data
You’re likely collecting emails so that you can continue talking to everyone who has shown interest in your brand. You’re also probably serving ads to visitors of your website. Consider these strategies your introduction into properly leveraging your owned data.
Inside your zero and first-party data lives a wealth of knowledge that can help you grow your business. Who is your primary customer? What makes them tick? What is it about them that makes them the right fit for your brand?
Using your knowledge of who your customer is can help you find more customers like them. Listen and learn from your customer. Evolve with them in order to strengthen your mutually beneficial relationship.
Make Every Message Matter
Performance marketing data tells us so much valuable information about how you should talk to your customers and why. But how do you gather that data? The answer is to test, learn, optimize…and do it again. Study how you should talk to your customers over email vs. text vs. META vs. Google vs. TV, and so on. Use your performance data as your compass to understand what’s working and what isn’t. Never underestimate the power of an A/B test when it comes to your creative and messaging. Keep talking to your customer about your brand, but always learn what they want you to say and how they want you to say it. This will allow you to keep talking to people who want to listen.
A potential consumer knows who you are, but do they like what you’re saying? Is it meaningful to them? Do they want you to keep talking?
Live Where Your Customer Lives
…well, digitally anyway. No two digital footprints are the same. The chaotic world we live in is arguably more chaotic online. But you don’t have to make an educated guess as to where your target customer might live within the digital ecosystem in order to reach them. Our partner, The Trade Desk, gives access to thousands of top tier advertising inventory. This means that advertisers don’t have to purchase inventory on a specific website or partner with a specific podcast in order to access valuable inventory. An ad placement can depend entirely on whether the customer falls within your target, not based on partnerships with specific publishers.
For further refined targeting opportunities The Trade Desk also allows marketers to serve ads to their own first party data. Marketers have the opportunity to explore trends and analyze consistencies among their customer’s digital footprint in order to match certain inventory choices with their customer’s preferences.
Summary
At Response Labs, we guide our clients through making sense of their CRM data and applying those learnings to their Omnichannel CRM campaign. The end goal is an entirely personalized experience for each customer throughout their consumer journey. An omnichannel marketing presence allows brands to engage with their target customers based on where and how they want to be engaged with.
Do your customers like seeing your ads where they see them? Do they like what you’re saying and is it meaningful to them? Successful marketers have answers to these important questions and use these answers to inform their campaign strategy.
