Create Audience Segments That Actually Work for Your Product Campaigns
For any successful launch campaign, you want to ensure your message is engaging enough to draw attention to your product and, hopefully, sell it.
In order to do this, you not only need to know who the right audiences are, but also what their interests and preferences are. Using artificial intelligence (AI) you can now delve deeper into this type of information and create effective audience segments to target potential customers where it works.
Customers today are constantly bombarded with advertising and marketing messages. In fact, it has been estimated that the average person today encounters thousands of logos, ads and products both on and offline in a single day.
Because of this, getting a new product to stand out is a big challenge. To be seen, you need to hit the right audience with the right message, and do it at the right time on the right channel.
Unfortunately, traditional market research can be time-consuming and difficult to execute. In addition, it doesn’t account for differences within your target audiences. After all, every customer is different, even customers who buy similar products.
Deep Dive Into a Specific Segment
Understanding these differences and segmenting your audiences accordingly can be a bit hit-and-miss. However, the task has now become much simpler with the right AI tools doing all the heavy lifting for you.
By analyzing external data on interest and browsing patterns of consumers who have already shown some interest in your products, AI can identify and rank a consumer’s interests based on the products he or she has viewed outside of your site and app, and then map their interests based on popularity or uniqueness to figure out what makes them tick.
For instance, if you are a technology retailer launching a new smart home device, you can use AI to find out the segments who has looked at related products on your website or app, or even if they only showed interest elsewhere before coming to your site, and then rank and map them based on their level of interest.
You can even dig deeper to see exactly what brands of smart home devices they have shown an interest in. This can help you identify your competitors to see what they are doing, or launch potential collaborations.
Same Same but Different
In addition, you can compare the audience segments to find any similarities or differences across them with the help of AI.
For instance, people who shop at outdoorgear.com and sportsbuy.com might be both interested in ‘outdoors’ and ‘sports’. However, customers of the former might also like ‘camping’ or ‘rock climbing’ while audiences of the latter might only be buying athletic wear for street style or fashion purpose.
When you know this, you can develop specific campaign strategy targeting each segment more efficiently and effectively.
Once you have generated the insights you need based on user segmentation generated by AI, you can then upload this information to your CRM platform and use it to personalize your campaign messages and better target your high-value customers.
The more your campaign can resonate with your audience, the better the chances of people noticing your product among the noise, engaging with it, and heading to your site or app to check it out and buy.
WE ARE HERE TO HELP
YOU MIGHT ALSO LIKE
To solve the problem of disconnected data in a world where we are dealing with millions of touchpoints and interactions, 51 percent of marketers say they currently use a customer data platform (CDP) and 35 percent say they plan to use one. So, what exactly is a CDP, what benefits does it offer, and how does it compare to other customer data systems? What Is a Customer Data Platform? A customer data platform is a type of software that collects and organizes data from a wide range of touchpoints in real time to create individual, unified customer profiles. CDPs can also communicate with other delivery and engagement systems such as marketing automation software, websites, and social media management tools. This means it is possible to plan and execute campaigns directly from them. Some customer data platforms also have additional functions built in, such as business intelligence, analytics, reporting, and tracking. Their ultimate purpose is to help businesses and marketers make better customer-focused decisions. What Type of Customer Data Does a CDP Work With? A customer data platform can collect and work with multiple types of first-, second-, and third-party customer data. This includes data from your CRM activities,
There is no doubt that digital has taken over many aspects of our lives. According to recent research, 4.5 billion people now use the internet worldwide, with the average user spending six hours and 43 minutes online each day. E-commerce is also on the rise, with sales growing 30 percent in 2020, spurred by the pandemic. In response, more brands are moving online. As a result of this shift to digital, data is growing exponentially. Every time a person logs into social media, browses the web, views an email or video, or engages in e-commerce activities, they leave a data-rich trail. According to an estimate from Raconteur, by 2025, a staggering 463 exabytes of data will be created globally every day. Hidden in this data are valuable business insights that can help e-commerce brands and online retailers better understand their customers, in order to segment audiences, predict future behavior, personalize communications and optimize experiences. According to Statista, 89 percent of marketers worldwide use data to make strategic decisions. In addition, leading-edge data innovators are able to increase their gross profits by 12.5 percent. To keep you in the game, here are six smart ways in which you can use data
Traditional audience building goes something like this: Mike has performed action A, so will be sent message A. While this approach works to a point, it is pretty simplistic and doesn’t take into account consumers’ complex online behavior today. The reality is, while Mike may have performed a specific action, this only tells you what he has done, not what he is likely to do in the future. Because of this, allocating budget to this type of basic personalization is a risk. However, it is a risk many brands are still taking, and they are suffering from poor engagement as a result. With some of the latest developments in artificial intelligence (AI), there is a better way: Targeting based on real-time customer intent. Understanding Real-time Intent Targeting Real-time intent targeting, also known as cognitive product targeting, is the next step in personalization. Enabled by AI, it gives you the ability to accurately predict ever-changing customer intent, down to the millisecond. You can use powerful algorithms and deep learning to analyze billions of consumer data points in real time, across multiple channels. These include both owned channels, such as your website, apps and email, as well as external websites. Taking