However, to increase conversion, you need to approach What can be personalized in personalization of ads wisely. In this article, we will examine in detail the methods of implementation in the marketing strategy.
What can be personalized in advertising and how to do it
Today, advertising systems allow you to segment your audience by many different parameters. Here are the main ones:
- demographic (gender, marital status, age, income level);
- geographic (city, region, specific location);
- behavioral (new/old users, purchase history, interests, frequency of site visits, etc.);
- seasonal (holidays, weather and important events).
But that’s not all. CRM marketing provides more opportunities – working with the current customer base. As a rule, companies have a lot of information about customers, so the following parameters are added to the above:
- average check. Customers with a high check can be offered premium products, while those with a low check can be offered discounts on basic goods;
- time of last interaction. If a lot of time has passed since the last purchase, you can remind them of yourself by offering a discount upon return;
- brand loyalty. Loyal customers can be offered exclusive offers, and those who buy rarely can be given bonuses for repeat purchases;
- payment methods. For example, users who frequently use installment plans may receive personalized offers with similar terms;
- activity in the loyalty program. Participants with a high status (silver, gold, platinum) can receive unique conditions and privileges.
So, what to personalize in advertising depending on these parameters?
Creatives What can be personalized in
Images and video content in ads can change depending on the preferences and characteristics of the target audience. Here are some examples of what this might look like.
- Creatives for young people are often bright and gabon business email list dynamic, with unusual colors and plots. While for older users, advertising will be calmer, more restrained, both in terms of visuals and content.
- Personalization based on the user’s purchase history and interests plays a key role. For example, Avito in its retargeting campaigns shows products that a person has already viewed or added to favorites.
- Seasonality and geographic location also influence the content of creatives. For example, in winter in Siberia, winter clothing banners will feature very warm items, while in the south of Russia, they will feature demi-season models. This helps to take into account the climatic features of the region.
- We must not forget about the context of communication. renner stores on tiktok For example, the Ozon platform now features personalized banners with products that the user searched for earlier. This increases the likelihood of a purchase by reminding about a specific need.
Advertisement texts What can be personalized in
For advertising to be more effective, it must be personalized and speak directly to the customer.
- Personalized messages. Using a name in email newsletters or messages in instant messengers creates the effect of personal communication. For example: “Marina, hurry up to get a 20% discount on dresses before the end of the week!”
- Mention of events or region. Advertising can be customized to better match the interests and characteristics of residents of specific cities or regions. Example: telegram data “New restaurant in the center of Kazan: book a table today!”
- Using purchase history. Based on the analysis of past purchases, you can personalize offers, show products that will interest the user. For example: “Dmitry, you recently bought headphones – don’t miss the sale on accessories!” or “Choose a case for your new smartphone.