Opinions expressed in this article are those of the sponsor.
How to cut through cross-channel noise using intent-driven personalization
In the world of digital marketing, the ever-increasing number of consumer devices and competing messages is making it harder than ever to connect with your target audience. With consumer attention spans at an all-time low, how can you ensure that your campaigns, bids and budgets are reaching the right people for maximum ROI? Personalization can […]
In the world of digital marketing, the ever-increasing number of consumer devices and competing messages is making it harder than ever to connect with your target audience. With consumer attention spans at an all-time low, how can you ensure that your campaigns, bids and budgets are reaching the right people for maximum ROI?
Personalization can help you stand out from the crowd and connect with consumers across devices and channels. But getting the best results requires a combination of deep data analysis and automation, delivering the ability to accurately predict customer intent and learn on the go — adjusting experiences in real time, down to the millisecond. Intent-driven personalization uses powerful algorithms to analyze billions of clicks and learn which combinations of personas and creative perform best for various marketing goals, and then apply this learning across campaigns, channels and platforms, continually optimizing for your specific goals.
Delivering dynamic, creative content to a targeted audience creates better engagement, guiding consumers down the path to conversion. Here are four ways intent-driven personalization can help you reach your goals faster.
Elements of intent-driven personalization
#1 — Optimize for audiences, segments and personas that convert
Analyzing rich data helps you understand and accurately predict customer intent. When you understand who consumers are and what they want, you can identify and target the people who are more likely to purchase or purchase again. By analyzing billions of consumer clicks to identify patterns of behavior and using those patterns to create unique personas based on actual customer behavior — not just third party data, which may or may not be meaningful — you can forge better target connections.
Predicting customer intent, including future needs, enables you to identify consumers who fit the bill for your product or campaign, making them more likely to purchase or purchase again. This means you can get the most out of your budget by directing spend at the consumers you’re more likely to get a return on.
#2 — Optimize for highest-return media
Once you’ve identified your audience, you need to engage them by meeting them where they are with content they’ll respond to. Every consumer is different, and so is every customer journey. Analyzing customer behavior across multiple channels, platforms and devices allows you to connect with your audience on the right channel, at the right time. Don’t waste time and money on ads or channels your target audience is not likely to respond to.
To make meaningful connections, you need a powerful platform that can understand your audience and adjust on the go — applying what you learn from one channel to the next in real time, at scale. By understanding where people are in the customer journey, you can make the best use of multiple touch points and guide consumers down the path toward conversion.
#3 — Optimize for the right creative combination
Purchasing is a very personal process, and the key to really connecting is in the details. Different people respond to different creative content, from typeface and language to color and images. If you can deliver dynamic content that really resonates, you can drive better engagement and better results.
Using the power of cognitive science, personalization makes it easy to design and deliver highly customized creative. The algorithm should continually adjust content based on consumer behavior and points of interaction. This dynamic combination of delivering the right content, on the right channel, to the right people, at the right time drives the highest engagement and ROI.
Dynamic creative optimization makes it easy to deliver the right combination of creative, message and offer for each unique persona.
#4 – Optimize to meet your marketing and business goals, faster
Another key advantage of personalization is the ability to optimize campaigns based on your marketing and business goals. A powerful platform that’s able to ingest and analyze hundreds of thousands of online and offline events per second can also learn and adapt in real time, at scale.
Optimize to specific marketing goals, such as minimum cost per acquisition (CPA) or maximum return on ad spend (ROAS) for defined impression and budget goals. And by tracking online and offline conversions (through the contact center and store), you can optimize for the business outcomes that matter most. With an automated platform that does all the work, you can respond to market and behavior changes down to the millisecond, keeping your campaign on track to help you reach your goals faster.
Combine deep data analysis with automation for continual optimization across campaigns, channels and platforms to meet your goals faster.
The power of personalization
Personalization is a great tool for understanding and predicting customer intent, identifying your target audience and delivering dynamic, individual content in creative ways that improve engagement and increase results. When you’re able to understand and adjust to customer behavior in real time, you can guide your prospects down the path to conversion and reach your business or financial goals faster.
While 68 percent of marketing firms cite personalization as a top priority, 53 percent lack the technology to personalize. Manual strategies just can’t compete. Intent-driven personalization uses the power of artificial intelligence and machine learning to help you optimize targeting, bidding and budgets — in real time, and at scale. Deliver one-on-one personalized content by targeting the right people, at the right time, with the right content, and turn connections into conversions.
Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.