Personalization is critical to helping you get more out of your advertising and marketing. When people feel like the content they are looking at is created just for them, they feel more engaged. They are more willing to pay attention, and they are more likely to act on the messaging.
There are many ways to personalize your content, no matter what it is. Some of the classic examples include email marketing that subs in the person’s name or sends them a special message on their birthday. Re-targeting is another kind of personalization that shows people ads for things they have already looked at.
Whatever kind of marketing or advertising campaign you are setting up, here are some things you can do to maximize your personalization and get more from the campaign:
Define Your Goals
How can you decide what kind of personalization will be effective if you don’t even know what you are trying to achieve? How do you know if you’ve been successful if you don’t even have a goal?
You want to get attention, yes, but how are you going to do that? And how are you going to keep the attention once you’ve got it?
You must create content that is not only eye-catching but that also follows up on its promises. If you have a headline that speaks to a problem the person is having, are you linking to a product that offers a solution or does the content of the article actually deliver a solution? If not, you are going to lose the user’s attention fast.
The content also has to be suitable for the method in which it is delivered. For example, it would be silly to include the message “click here to learn more” on an ad that’s being shown to mobile users. They can’t click – they tap.
Combine multiple personalization points for maximum impact, such as including the person’s name and recommending products based on their past activity.
Know the Difference from Segmentation
A lot of marketers segment their lists and their campaigns by groups.
For example, they might segment their list for new customers, those who have unsubscribed but are back, those who have made a purchase, or long-time customers who have never made a purchase. They will then send out messages based on those general shared characteristics.
It is a good thing to segment your audience for marketing and advertising purposes, but it is important to know that segmentation is not the same as personalization.
True personalization gets to a more individual level, and it focuses on more specific characteristics, such as past purchase history, websites visited, and so on. The more personalized you can make your marketing materials, the more impact they will have.
Aggregate Data to be More Effective
As segmentation shows, you can’t rely on general or limited information. You can personalize with a single piece of information, like a name or a birthday, but that’s not going to get you far. If you want to make a real impact, you need to aggregate data to learn more about your customers.
Fortunately, there are many programs available that help you aggregate and apply customer data effortlessly.
The most effective solution on the market right now is In-Feed from CodeFuel, an automated placement program for native ads. In-Feed is powered by a technology that analyzes user-intent signals to really understand what visitors want and need in their content. The same technology that powers artificial intelligence powers this advertising program.
In-Feed focuses on the placement of native ads, which are much more effective than traditional banner ads thanks to their unobtrusive design and placement, as well as their more informative and engaging content.
Native ads can be personalized to user personas, which you should have created when you were doing your audience research anyway. For example, if you decide that one of the personas in your audience of middle-aged, educated consumers is a soccer mom who likes home décor and saving money, you might create content about one of those topics as related to your own offerings.
In-Feed quickly turns reams of user data into actionable insights so that it can place the right native ad depending on the website showing it, the device being used, and more. In-Feed is one of the only native ad programs that provides solutions for mobile users, which are rapidly becoming the primary online user base.
By using such a program, you can get better results from your advertising, which means more clicks, more sales, and more leads. As a publisher, you can also generate more advertising revenue, no matter the size of your site.
Personalization is necessary to get better results from your marketing and advertising campaigns. Make sure you are using the right strategies and the right tools to get the results you need for long-term success.