February 18, 2017

By BKV

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Personalization in ad messaging is one of the most important trends in marketing in 2017. Therefore, to optimize your advertising and direct marketing investments, your business must deliver personalized ads that resonate with the intended target market.

The following is a look at several strategies to help you improve the level of personalization in your advertising efforts.

Know Thy Audience

The only way to optimize ad personalization is to target your messages to the right audience. In 2017, top marketers develop detailed buyer personas that represent the ideal customer profile for each brand or solution they sell.

Deep data dives allow you to build clear pictures of your target based on existing customer behaviors. Generate reports through CRM and analytics tools that tell you the traits and behaviors of your most profitable customers for a given solution. Figure out what these people have in common, and build your customer profile around the most critical shared traits or values.

Segment Your Segments

Another benefit of data-driven targeting is the ability to get more precise with market segmentation. You can get more refined in your segments knowing that digital strategies allow greater affordability and flexibility to tailor messages to distinct segments.

In your online campaigns, use filters to deliver your ads to people based on demographic and behavioral data. Create images and video ads with characters and stories that resonate with distinct groups of customers. The more your segment relates to the message, the greater the ability to connect with your brand’s story.

Integrate Social Media

Few communication platforms offer greater opportunities to personalize your message than social media, and all major social channels, including Facebook, Twitter, Instagram, and Pinterest, have significant paid ad opportunities. Each of these tools has a large audience that relies on text, image and video content to share ideas and feelings and to connect with other users.

Your brand can obviously leverage social personalization organically. However, paid posts allow you to expand your reach and to pinpoint messages to filtered audiences. Snapchat filters are an authentic opportunity to get your brand in front of a young audience. Amp up the impact by including your background image or design on personal photos.

Align with Passions

Certain markets have customers with shared passions or interests. Millennials, for instance, tend to have heightened passion for social justice and environmental causes. Including these causes or relevant themes in your messages can earn you favor with buyers of this generation.

Depicting family values or settings, like with a backyard barbecue scene, could resonate with young parents who prioritize family life. Including these lifestyle interests with your brands embedded in the story can have a powerful effect.

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Conclusion

Personalized ads affect the emotions and behaviors of customers more than general message strategies. To personalize your ads, balance thorough data-driven research to put together precise customer profiles and segmented messages. Leverage communication channels like social media that are structured for personalized message delivery. Align your brand with passions important to typical buyers.

BKV can help your company enhance personalization in advertising. Contact us now to get started!

 

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