Personalization is becoming a core strategy for social marketers. When marketers take advantage of the data they collect, personalized messaging can yield big rewards when it comes to conversion and engagement. However, many marketers find this kind of customer interaction challenging. An infographic from digital marketing software provider Signal examines the changing people-based advertising sector.
Many of the problems marketers face when trying to use personalized messaging are related to identifying customers, collecting their data and tracking customers across platforms. By expanding collection and building customer profiles, marketers would be able to make all customer communication more personal. One out of four media buyers are currently dedicating more than one-half of their budgets to people-based marketing.
92 percent of media buyers indicated that their clients plan to accelerate their media buys in the sector, and 66 percent plan to increase their investment in “addressable media,” which is a much more targeted approach than programmatic marketing. Rather than wasting money by targeting a demographic and wasting reach, marketers only want to reach their desired audience, and social data can enable them to do that.
There’s evidence this approach is already working. 83 percent of marketers using addressable media reported superior performance across their clients compared with simple display ads. 60 percent experienced higher conversion rates, and 63 percent of advertisers reported higher click-through rates.
In the end, it’s not just the data that matters, but how you use it to connect with users effectively. Personalization and narrow targeting are the way forward for marketers if they hope to establish a connection that can’t easily be broken. For more advice, view the infographic below.