In today’s world, marketers have the ability to tailor and target ads with great precision, yet many struggle with personalization. Often this is due to a lack of planning. Success in personalization begins with segmenting the audience, allowing for a more granular approach to marketing. It further helps to explain to consumers the context of why they are seeing certain offers. Data-driven marketing should be seen as collaboration, not coercion. Another necessary practice is to avoid using this new technology merely for online ads. Tailored experiences should happen across multiple touch-points (e-mail, Instagram Stories, etc.). Finally, keep in mind ABA: Always Be Asking. That is, continuously assess the data to see how your efforts are going.
Key Takeaways:
- With the use of digitally enabled devices, marketers can now target their ads more precisely than in the past.
- It’s estimated that over half of marketers struggle with the idea of using personalization in their ads.
- Part of the reason marketers struggle with personalization is because fewer than half of them have an actual strategy for personalization.
“Personalization should be a way of collecting data respectfully and using it strategically to nurture a relationship that improves the consumer experience and deepens their trust with brands.”
