It’s been a long year. Or a couple of years. Or even just a long week, to say the least. Wait, what day is it again?
The point is, people are stressed. They’re burnt out from navigating a global pandemic and desperately in need of some relief and relaxation. Though they may not realize it, publishers and brands actually have a valuable opportunity to step in and help relieve some of that stress and tension.
By giving customers the royal treatment: individualized marketing that reaches them with personalized content across their favorite communication channels.
Think about it. If done right, individualized advertising is like a spa day for customers. It’s a welcome relief — a rare break in overwhelming feeds filled with disruptive, impersonal, repetitive, and overdone ads that don’t actually deliver value or meet customer needs.
So, how about it? Are you ready to give your subscribers the spa day they deserve and pamper them with personalized advertising that helps them feel seen, appreciated, understood, and rewarded?
They deserve it — and you deserve engagement and revenue that can come as a result.
Here’s a checklist of what you’ll need to fuel your personalized marketing strategies and deliver customer experiences that show you truly care.
Deep tissue massage: First-party customer data
First up, you’ll need a wealth of first-party data to gain a clear understanding of user behavior across platforms. This first-party data is collected directly from your customers, such as when they opt into an email newsletter or subscribe to a membership package.
Think of this data collection process as the deep tissue massage — getting to the root of your audience’s needs, interests, and pain points. And working out all the personal information you can from their actions and behaviors.
Unlike third-party data — which is gathered from outside sources and being disabled from web browsers — first-party user data is more accurate, transparent, and, of course, in your control. That makes it prime for fueling personalized marketing strategies.
Once you have that behavioral data at your fingertips, you can use it to group consumers together into unique, targeted audience segments based on a range of factors like demographics and behaviors. For example, you might create different groups for prospective subscribers, loyal subscribers, inactive subscribers, and former subscribers.
Acupuncture: Targeted and customized creative messaging
Now it’s time to pinpoint exactly where and how your customers prefer to be engaged — and then reach them with one-to-one marketing personalization.
For example, you might improve customer retention by sending personalized emails to inactive subscribers, inviting them to take advantage of a new discount or special offer. Or you might increase customer loyalty by creating personalized campaigns for active subscribers, pointing them to exclusive content and virtual events that meet their interests.
These personalized marketing efforts are more important than ever since, as McKinsey & Company reported, 75% of consumers have tried new brands and shopping behaviors as a result of the pandemic. And most plan to continue exploring different options. Publishers and retailers can better hook and retain consumers with individualized advertising.
In fact, according to Jeeng’s 2021 Digital Publishing Consumer Survey, over 60% of millennials and Gen Z consumers want personalized content based on their interests and behaviors.
More specifically, over half want personalized emails from publishers they trust and 2 out of 3 want personalized push notifications, such as real-time web browser alerts delivered directly to their devices. Even more, millennials overwhelmingly prefer personalized ads and are likely to click on an ad if it’s relevant to them.
Holistic care: Marketing automation platforms
Here’s where it all comes together: the deep tissue massages, the acupuncture, the full spa experience. They all join to create a comprehensive, holistic experience for your customer. And, accordingly, your first-party data, audience segments, and customized messaging come together in your marketing automation platform.
This is the nerve center of your individualized advertising operation. It’s where you’ll collect and analyze audience information, build personalized campaigns, sell or buy ad inventory, track performance, and optimize marketing spend for improved results.
Basically, without this go-to platform, you won’t be able to truly pamper your customers, understand their needs, and reach them with the real-time messaging on their favorite channels.
Ultimately, it’s the key to making that spa day happen — day after day, minute after minute, as long as you choose to continue growing your company and engaging the people who matter most to your business.
Spoil your subscribers with individualized advertising
Jeeng may not be a health and wellness center, but we are built to help publishers and advertisers give their customers the royal treatment with automated, personalized marketing solutions.
Whether you want to deliver more relevant and segmented newsletters, monetize emails and push notifications with revenue-driving ads, or reach built-in audiences across publisher websites, we have the tools to help you nurture those valuable relationships and win back your customers.
Because, hey, you deserve a spa day, too. That is, an opportunity to take the legwork out of individualized advertising and let an algorithm do the heavy lifting for you.
So, are you ready to spoil your customers with personalized marketing experiences? Contact us to get started.