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BizReport : Advertising archives : May 20, 2016

Top 3 tips for better personalization

Experts agree that personalization is key to creating a loyal customer base. With better data, brands have been able to better personalize both ad campaigns and shopping experiences, but some consumers say this personalization feels 'creepy'. One expert shares three tips to personalize without the creep.

by Kristina Knight

Focus on leveraging your social media

"Social media is an extremely powerful to understand your target audience and identify the trending sentiments about your brands, product and services, in fact at this point of time it is considered to be the first step towards knowing your customers better. Examining the smallest details and the issues faced by your customers helps to gain an in-depth understanding of the elements that affect their purchase decisions. Listening to their problems and providing solutions go a long way in developing lasting customer relationship and in turn leads to generate customer engagement around your brand development initiatives," said Anil Kaul, CEO, Absolutdata.

Collect relevant and personalized data

"Collecting personalized data of your target audiences is the next critical step in hyper-personalization. Data about your customers can be collected from multiple avenues, such as user profile information on social portals, public interactions in online forums, search terms used by users, etc," said Kaul. "While you can collect data at an individual or segment level, its analysis provides valuable insights to enhance targeting and lead generation. This step is critical to implementing the tenets of "Profit Driven Marketing" as well."

Provide Relevant Content

"Once the target segment has been identified and understood the next step is to analyze the relevant data and put that into right customer segments, the natural step that follows is to create personalized content and deliver them in a targeted approach. When you share personalized content according to the time and location needs of the consumers, brand engagement follows naturally," said Kaul.

Tags: Absolutdata, advertising, advertising data, personalized advertising

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