Modern audiences care about personalization. Research from Deloitte reveals that over half of consumers show interest in buying products or services that are customized and that the majority of consumers would be willing to pay more for these personalized services or goods.
One way for a company to personalize its marketing approach is to implement advertisement segmentation, which provides different segments of the audience with different, more personalized, and more applicable messages. As today’s consumers are exposed to more and more ads with the surge in smartphone usage, they’re more on guard and willing to filter, thus making it crucial to catch their attention with messages that actually pertain to their lives.
So, what is ad segmentation? And how can you implement it across your data for broader reach?
Traditional marketing has often meant mass marketing: sending out a message with no real direction, such as posting an ad on a billboard, and hoping that a few of the right audience members see it and connect with it.
But ad segmentation places different audience members in different categories, or segments so that each of these segments receives a different message that is more applicable to their wants and needs. This is the key idea behind personalized marketing – to make more meaningful connections, recognizing that the people you are trying to reach are people and not just sales numbers.
This strategy works because consumers are much more likely to engage with a brand that personalizes messages specifically for them, instead of one that uses mass marketing techniques that can feel very impersonal and are not that effective in building relationships between consumers and brands.
By segmenting your target population, marketers can categorize their audience by their interests, characteristics, preferences, needs, location, and more. This segmentation process is only possible, and will only set a brand apart from competitors if it can leverage real-time, quality data about the target audience. The company can then create personalized ads for all of these different segments.
The same Deloitte reported cited above also shows that 22 percent of consumers reported to be willing to share some of their data to have a more personalized service or product. But how do you actually get the right data from consumers to better categorize your audience and messages?
Using a data platform, like the BDEX Data Exchange Platform (BDEX DXP), marketers can easily set their own parameters and gather data that meets these parameters. Examples of important factors to consider when creating these conditions include a consumer’s location, their browsing history, the type of device they’re using, or their purchasing history.
It’s also important to consider more real-time information, such as those who made some kind of action or showed interest in the last few days, or those who make frequent visits to a website or physical location. The more you can narrow down your target audiences by intent, demographics, and other real-time data, the more you can make meaningful impacts.
The BDEX DXP helps companies make real human connections with the right audience at the right time. You’ll just need to determine the type of user you are looking for data on – whether mobile, email or postal, for example – and we have data from around 500 industries and over 5,500 different categories included in our database. We also have over a trillion data signals on U.S. consumers.
We make it easy to create a custom audience. All you have to do is identify your ideal customer by way of their behaviors and intent and let us do the rest. For example, you could build your target customer as specific car owners within a specific region that are shopping for a new car, and with our custom audience creator, you can easily send your media their way.
By segmenting your audience and sending each segment personalized ads, you’re better able to establish meaningful connections that lead to happy and returning customers. Because personalization drives so much of our current culture across industries, implementing ad segmentation across your consumer data just makes sense. Stop marketing blindly and start building real bridges.
To learn more about BDEX and our data solutions, which will help you make human connections with your marketing strategy, get in touch with our team. We can also help you with cross-device matching and real-time targeting.