In the past few years, online advertising has become an integral part of virtually every brand’s marketing strategy, with many companies using it to successfully get in front of, connect with, and convert more customers.
As technology advances, online advertising tactics have gotten much more sophisticated. The days of creating and targeting ads based on a few generalized demographics are long gone – marketers now have access to a wealth of customer data, which they can use to personalize ads and content to appeal to very specific customer preferences. But when it comes to personalization, how much do customers truly appreciate it?
It turns out customers can be fickle about which brands they want using their data – but if personalization is essential to successful marketing in today’s world, what are brands supposed to do? Brands must find a way to become customer obsessed without overstepping – in other words, personalize content and offers without being creepy.
Personalizing offers and content helps build better relationships with your customers and makes them feel like you understand them. It’s also much more likely to get them to engage.
- 79% of consumers say they are only likely to engage with an offer if it has been personalized to reflect previous interactions the consumer has had with the brand. (Marketo)
- 81% of consumers want brands to understand them better and know when and when not to approach them. (Accenture)
- More than half of consumers (57%) are okay with providing personal information (on a website) as long as it’s for their benefit and being used in responsible ways. (Janrain)
When you know what your customers want, it’s easy to deliver, and consumers are typically ok with sharing their data if it means they’ll get offers they care about. Things only start to get uncomfortable when it feels like ads are violating their privacy. Think about how many times you’ve gone to a website and had something personal pop out at you, or had a product you looked at once follow you to every single webpage you visit for weeks on end. It’s not only annoying, it can start to feel a bit sinister.
This is why it’s critical for brands to understand intent and focus on building lasting relationships with customers. Stop thinking of customer acquisition and customer engagement as two different things and instead focus on perfecting the entire customer experience. By connecting your customer experiences across channels and devices, and using the power of AI and machine learning, you can guide prospects down the path to conversion by creating and serving them with the perfect offer the moment they’re likely to click.
Get started by using these best practices when creating a personalized consumer experience:
- Connect the dots across the consumer journey leveraging rich behavioral and relationship data to predict consumer intent more accurately in the moments that matter most.
- Take advantage of artificial intelligence and machine learning technology to crunch billions of clicks in real-time, so you can understand what’s happening and adjust on the fly. That will enable you to optimize performance to meet your goals faster, and more efficiently.
- Target high-value audiences and lookalikes based on multiple data points and predicted intents with highly personalized ads, chatbots and live agent interactions
- Retarget high-intent consumers with dynamic creative personalized with the product/offer they’re most likely to respond to
- Remarket to known customers with next best offer across any channel
Get more advice on personalizing offers without being creepy in our September 13 webinar – The Future of Omnichannel Advertising Must be Customer Obsessed. Our guest speaker Joanna O’Connell, Vice President and Principal Analyst with Forrester Research will be discussing why truly customer-obsessed advertising requires a reorientation of people and explaining how enterprises can harness technology to drive customer-obsessed advertising at scale. Register here.