30-second summary:
- Remarketing is your friend: The common myth is that remarketing is a form of stalking consumers who previously interacted with your brand, but when done correctly, it can be very beneficial and 90% of marketers would agree.
- Going beyond personalization: By adjusting efforts like the timing of push notifications, the mediums being used to deliver those ads and incorporating more creative copy, companies can provide experiences that make the consumer fall even more in love with the brand, fostering stronger brand loyalty.
- Breaking a brand’s mold in 2020: A new decade is the perfect time for brands to be edgier and more creative. Companies should try shaking up their strategies and highlight ways that differentiate themselves from their competitors and offer consumers a unique experience.
Consumers have been bombarded with ad content since well before Black Friday, many of which were completely irrelevant to their shopping experience – meaning they are over being marketed to 24/7. So, how can brands try to combat ad fatigue this year? It’s all centered around shaking up marketing strategies, while putting the consumer first.
Their journey begins by choosing when and where they engage with a brand; it’s up to marketers to use that data and digital intelligence to understand their audience on a personal level, and better inform their personalization and customer engagement strategies.
As you kick off your marketing campaigns in 2020, keeping the following tips in mind can help you start to build loyalty and trust with your customers:
Remember, remarketing is your friend
The common myth is that remarketing is a form of stalking consumers who previously interacted with your brand, but when done correctly, it can be very beneficial – and 90% of marketers would agree.
Remarketing gives brands another way to reach users outside of its physical store, website, or mobile app, while simultaneously increasing the chance of conversion. The problem is, few brands are implementing remarketing correctly, which results in users receiving ads that either don’t apply to them, or that they aren’t interested in.
As we enter a new decade, marketers should do an assessment of where their inbound traffic was coming from in 2019 and create new demographic segments to leverage in retargeting efforts this year.
Consumers don’t have to hate your ads, so take advantage of the tools you already have to provide them with a better experience.
Go beyond traditional personalization
Today’s consumers can spot a halfhearted sales pitch a mile away. It’s not enough to simply insert a naming macros into an email template and call it personalization.
We can, and should, do better. Instead, brands must tailor content effectively, but how?
By adjusting efforts like the timing of your push notifications, the mediums you’re using to deliver those ads – mobile, web, social, SMS, email, and in-store – and incorporating more creative copy, companies can provide experiences that make the consumer fall even more in love with the brand, fostering stronger brand loyalty.
At Localytics, we call this moving beyond traditional personalization to delivering the next best action for your customers – letting them choose what, when and where they want to engage.
Brands will find higher engagement with their messages and less churn by contextualizing the content they send consumers and ensuring it meets their interests and preferences.
Only by throwing out the way they currently think about personalization efforts can brands in fact move beyond it – ultimately delivering communication that’s truly aimed at an individual. Those who do so will avoid adding to the holiday ad hangover.
Break your brand’s mold in 2020
If your brand has been offering the same marketing message and value proposition to consumers for the past few months, it might be time to change up your tactics in the new year.
There can be a learning curve with this process, but it’s important for each brand to experiment with different strategies to find what works best. A new decade is the perfect time for brands to be edgier and more creative, and to experiment with delivering ads in new formats that consumers might be adopting quickly.
If your target audience is of a younger demographic, consider advertising to them on TikTok, and if you see notable engagement on your mobile app, integrating a chatbot for better product recommendations may be a good idea.
Companies in the retail space could pilot new promotions based on a multitude of audience factors to see if that boosts stagnant engagement rates, while companies in other industries could cut out promotions and sales speak altogether in favor of a more purpose-driven narrative instead.
The marketing industry has been preaching the importance of personalization for years, yet many consumers today still feel that brands are missing the mark. Now more than ever, it’s time to put the consumer first and put them at the heart of your strategies.
We’re armed with the technology advancements to paint a more colorful picture of the consumer using not just Profile Data, but also Behavioral Data. Effectively engage consumers at the right time, on the right channel and with the right message to offer the next best action.
Jude McColgan is CEO of Localytics, a customer engagement platform that gives brands the digital intelligence they need to deliver a meaningful, personal customer experience. The Localytics platform is used in more than 37,000 apps with more than 100 million notifications per day.