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.
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: