Important Things You Need To Know About Advertising Personalization
Advertising is all around you—you can't escape from them. You see them on the TVs, on the sidewalks, in your search results, on social media, and... almost everywhere!
Advertising has been a solid effective tool in propagating your name in the market and hitting the kind of audience you know your brand suits or fits. It's basically, calling the public attention to do something through paid announcements. But as years go by, people have already been numbed with all of the ads surrounding us. And so marketers need to elevate their game. What could that be?
Traditional advertising is no longer working especially after the birth of social media or perhaps the internet world per se. Another level of campaigns for ads is needed. Because before, ads seem to have a one-size-fits-all approach. Personalization didn't exist.
However, with technology advancements, brands and marketers can now target customers with more relevant ads, send them promotions dedicated to them, and track their ROI for a more efficient and effective approach to the next future ads. With this advertising personalization is possible!
So today, let's talk about advertising personalization? What are the levels to be considered? What are the main steps of creating a personalized advertising strategy?
The Six Levels of Advertising Personalization
When you say advertising personalization, it means that your ads or campaigns are delivered tailored-fit to a particular group of recipients, knowing fully well their background and preferences (you can say, persona), through data collection, analysis, and automation technology.
The main goal of personalized advertising is to truly engage customers or prospective customers by communicating to them as real individuals. It's giving an in-depth and the best customer service for your existing customers too.
Targeting your audience based on the needs and wants and the geographic location.
Targeting is based on the combination of needs and wants and a more specific geographic location.
Targeting based on: needs, wants, geographic location, and demography.
Targeting based on: needs, wants, geographic location, demography, and general interests.
Targeting based on: needs, wants, geographic location, demography, general interests, niche interests, other brands' inclination, political preference, and buying intent.
Targeting based on: needs, wants, exact geographic location, demography, specific preferences, specific niche interest, buying intent, historical behavioral patterns.
How To Create a Personalized Advertising Strategy
Advertising has never been an easy world. And it's always tedious. But it pays to follow these steps for your brand.
Compare your existing advertising strategy with what you're planning first. Know if some of the campaigns are still converting good ROI results. Scrapping everything off is not a good idea after all. Study what you have right now before jumping to another strategy.
Capture data through your website. You can capture data from clicks, time being on-site, shopping carts, purchase history, and much more.
Have the analytical capabilities in transcending your gathered data as useful information. This may take a few short weeks. But in the end, it should provide you relevant content recommendations apt for your customers. After this, you can run an A/B test to validate the results of analytics and also validate the performance and control of your system.
Execute. With data and analysis, informing your advertising decisions, you should now create and distribute personalized emails, targeted or personalized ads, personalized invites, personalized calls, and anything personalized to your customers.
Remember, do not only rely on the machine for collecting the data and analyzing them. It pays to be on hand in conducting research too.
Again, advertising has never been easy—much more advertising personalization. But in the end, the main benefits you get are: improved customer experience drives more revenues, increased brand loyalty, and acquires unique and engaging consistency across your channels (emails, social media sites, mobile ads, search ads, website, etc.)
There are also quite several challenges for advertising personalization, such as: having the right technology to gather all needed data, time, and resources, pinning down one customer view, and how to do proper smart segmentation.
But whatever challenges that may come into your way, with perseverance and the right mindset, you'll surely overcome them all!
I know, there are a lot of things to learn and remember when doing and running a business. But what's the reason you have me if I can't be your mentor. Don't hesitate to hit me and ask me anything about doing business. As I always say, I am your friend. Let's attain success together!
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