Consumers are playing an increasingly active role in developing relationships with brands. Likewise, their requirements are changing. They expect responsiveness, relevance and above all high quality with regard to the consumer experience. On the brand side, how to build a lasting relationship? Is customization the key? How to personalize your messages on a large scale? Have you thought about combining a strategy of date audience and automation? You will no longer have an excuse not to engage Internet users!
#1. Think " audience instead of "channel".
Until then, many brands have segmented their advertising messages according to a particular context. In other words, for some again, it is a question of re-proposing a precise message per channel and then measuring the precise performance of this channel. This measurement of performance by channel is not truly representative of the purchasing journey made by consumers. This is particularly complex, and above all is made up of various points of contact and back and forth between them. This way of measuring performance by channel is less and less used. Instead, Customer Lifetime Value (LTV) is adopted by brands. It is this way of assessing the value of long-term customers, which is much more representative. Using this Customer Lifetime Value strategy, it is possible to focus on acquiring high-value customers and growing the income of current consumers. The idea is then to use cross-selling, up-selling and even customer retention techniques.
#2. Bet on the first party data
Do you know what the first party data ? Well it's a competitive advantage for brands in the sense that it represents customer knowledge and provides a lot of information about customers. On the other hand, this first party data can be compiled with other data such as certain audience signals such as Search or Display.
This technique makes it possible to better understand the online behavior and purchase intentions of customers in order to offer a particularly personalized experience afterwards.
#3. Use an automated “full funnel” approach
A "full funnel" approach allows companies to offer the right message to the right audience at the right time throughout the journey (at each key step towards conversion). Thus, personalization is particularly important. However, it is no longer a question of offering a personalized experience to a few individuals, but of sending a personalized message to many consumers. Hence the interest of automation which allows, among other things, to adjust bids and targeting for example.
#4. Review your metrics, performance, and attribution
Since now it is a question of addressing a audience, and no longer a channel in particular, the measurement of campaign performance must be different. The idea is no longer to measure the conversions and ROI of each channel separately. The solution lies in attributing the last click and above all in understanding which clicks are made to convert. This will then allow the necessary resources to be allocated to the channels that require it.
To conclude, in order to succeed in your large-scale personalization strategy, you must first think “audience”, and no longer “channel”. You also need to embark on a strategy “full funnel” and transform the way you measured your performance by switching to a different attribution model (based on clicks made throughout the customer journey).
