Personalized marketing at scale - Did you miss the new catch phrase?
If the inability to customise your creative for different audience segments pains you, you have not heard of the latest catch phrase - personalized marketing at scale.
What is it?
It is all about digital media's ability to nail down consumers at a unit level. You can now go beyond the usual demographic cuts like age and gender and filter your audiences using options like 'engaged in last one year' and 'birthday next week'. Imagine you tie the knot and you see an advertising message that congratulates you and offers you a free holiday. You are sure to notice it and appreciate it. This approach requires brands to be-friend their consumers and be with them in their life journey every step of the way. It is all about being extremely relevant to consumer's life events and striking a cord. It is about creating number of audience groups based on the filters available and then addressing each group with a unique message. And your audience groups can be extremely narrowly defined. For instance, you can even address all people with the name 'Smith' and born on 17th July 1981 with a message that has their name and birth date. Who would miss a message so personal? It is bound to get you the conversion you seek.
To what extend you can go:
With remarketing and custom audience targeting options on Facebook you can track each and every consumer and go stalking them all around the web. Facebook allows you to create an audience list with emails or phone numbers from your website registration database or any other legitimate source and then create campaigns to address those specific users. It even lets you install a pixel on your website to begin tracking every single visitor to show them an extremely relevant personalised message wherever he goes. The detailed targeting options in digital media lets us add a number of 'ifs, buts and thens' to include and exclude certain data sets. It lets you target specific individuals that tick all required check boxes. And there is no additional cost of targeting so narrowly from a media buy point of view. The cost of creating personalised messages can be high but worth it.
Where do you draw the line?
You can get up close and watch events unfold in your consumer's life because it is social media and it is perfectly ethical to look into people's lives. But remember, the consumer will not appreciate an advertiser's message in relation to events that are private or messages that cross the thin line. If you send a message with consumer's name, birthdate, anniversary date, spouse's name, recent events attended and so many other details, it may begin to get invasive.
So look outside the typical mass marketing framework and go one-on-one with your consumers. This approach is as powerful as direct mailers or network marketing. But it is way cheaper than any of those personalised marketing techniques.
What is it?
It is all about digital media's ability to nail down consumers at a unit level. You can now go beyond the usual demographic cuts like age and gender and filter your audiences using options like 'engaged in last one year' and 'birthday next week'. Imagine you tie the knot and you see an advertising message that congratulates you and offers you a free holiday. You are sure to notice it and appreciate it. This approach requires brands to be-friend their consumers and be with them in their life journey every step of the way. It is all about being extremely relevant to consumer's life events and striking a cord. It is about creating number of audience groups based on the filters available and then addressing each group with a unique message. And your audience groups can be extremely narrowly defined. For instance, you can even address all people with the name 'Smith' and born on 17th July 1981 with a message that has their name and birth date. Who would miss a message so personal? It is bound to get you the conversion you seek.
To what extend you can go:
With remarketing and custom audience targeting options on Facebook you can track each and every consumer and go stalking them all around the web. Facebook allows you to create an audience list with emails or phone numbers from your website registration database or any other legitimate source and then create campaigns to address those specific users. It even lets you install a pixel on your website to begin tracking every single visitor to show them an extremely relevant personalised message wherever he goes. The detailed targeting options in digital media lets us add a number of 'ifs, buts and thens' to include and exclude certain data sets. It lets you target specific individuals that tick all required check boxes. And there is no additional cost of targeting so narrowly from a media buy point of view. The cost of creating personalised messages can be high but worth it.
Where do you draw the line?
You can get up close and watch events unfold in your consumer's life because it is social media and it is perfectly ethical to look into people's lives. But remember, the consumer will not appreciate an advertiser's message in relation to events that are private or messages that cross the thin line. If you send a message with consumer's name, birthdate, anniversary date, spouse's name, recent events attended and so many other details, it may begin to get invasive.
So look outside the typical mass marketing framework and go one-on-one with your consumers. This approach is as powerful as direct mailers or network marketing. But it is way cheaper than any of those personalised marketing techniques.
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