4 ways intent-driven personalization can optimize your digital marketing efforts

21/04/2017

Today, in the ever changing and dynamic world of digital marketing one of the key challenges faced by the businesses is to reach out to the targeted customer efficiently. The low-attention span of the consumers is making it worse for the businesses to get their message across and gain maximum returns on their investment. So what can you do to thwart your competition and gain the upper hand? Well, personalization is the way to go.

By offering personalised service, you would not only meet the customer needs, but also you would connect well with your audience across all channels and smart devices. However, personalization alone will not help you get the desired results; you need to be meticulous and back your personalised marketing strategies with data analysis and automation to be able to reach out the audience in real time.

A recent marketing concept that has gained immense prominence is intent-driven personalization. The concept analyses billion of clicks online and learns which creative works well for a certain kind of people and then implement the learning to optimise specific goals across different channels and platforms. If you are left wondering how to use the intent-driven marketing strategy for your business, here are four ways that would help you accomplish your goals faster:

Elements of intent-driven personalization. Source : Search Engine Land

Reach out to the targeted potential customers and turn them into buyers

Analysing the data could help you understand and predict the client’s intent accurately. When you are confident about what your customers want, you can focus your attention on reaching out to the customers who are likely to purchase and even come back for second purchase. By analysing the click patterns of billions of customers online, you would be able to exactly know the purchase pattern of different personas, which in turn can be fruitful in formulating marketing strategies for a particular audience group.

Reach out the targeted audience on the right channel

Just as it is important to identify the right audience, it is equally important to engage them with content that they are most likely to respond to. You need to realise that every customer is different and they have a different behavioural pattern; analyse the client’s behaviour across various channels and devices and reach out them on the right channel and at the right time. It makes no business sense to spend your money and time on advertising on channels where your targeted audience is not likely to respond to. To be able to establish the right connections, you must invest in a powerful platform that will help you understand your audience in real time and use the right content for maximum conversion.

Focus your attention on getting the creative combination right

One of the key aspects of converting a potential buyer into a real customer is to pay attention to the details. You need to understand how different people react to different creative content; from the colours to the language and typeface everything plays a major role in leading the potential buyer to click further. If you can deliver content that appeals to the customer’s needs, you have better chances of customer conversion.

                                                        Source : Search Engine Land

Optimize your marketing campaigns

One of the main advantages of adopting intent-driven marketing strategy is that it empowers you to optimise your marketing campaigns to meet your business goals. By analysing the behaviour and online activities of millions of potential customers you can adapt in real time. You can change your CPA (cost per acquisition) for a particular set of impression and budget. And by keeping a tab on the offline conversion rate, you can easily identify the areas of improvement to maximise returns.

 

 

 

Written By

Logicserve Digital is the Indian media agency arm of Logicserve Group, which is a global online advertising marketing group agency, with a strong presence in UK, US, India and other major European countries. We provide 360 degree solutions to your digital media/marketing requirements

Leave a Reply

Your email address will not be published. Required fields are marked *