Definition: An individualized advertising message is one that is thematically precisely adjusted to the current needs, interests and individ...
Definition: An individualized advertising message is one that is thematically precisely adjusted to the current needs, interests and individual purchasing preferences of the recipient.
This type of advertisement is prepared on the basis of a large set of data about a potential client. Customization cannot be confused with simple personalization. Very often, which is a mistake, both terms are used synonymously. Personalized advertising is a message prepared only on the basis of personal data, it has nothing to do with the interest of the recipient.
A typical example of personalization in marketing is sending newsletters, although formally addressed to specific recipients (eg Hello Jacek ...), but without content tailored to each specific recipient.
Contrary to the individualization process, here, the message may be addressed to a specific recipient, but it does not have to (maybe anonymous). However, the products and services proposed in the newsletter must be in line with the individual interests of individual recipients.
The basis for individualization is a database containing precise information on the preferences of individual customers.
Individualized advertising, i.e. advertising adapted to the user's needs, is currently one of the most important trends in online marketing. The level of personalization of ads depends on access to data.
The more information a company has about a customer, the better a message that is tailored to their needs can be presented to them. The greatest source of information for companies about their customers is data obtained during transactions already completed (history of purchases or website visits) or marketing campaigns aimed at persuading the user to fill out a contact form or survey.
Companies need to know who their customers are, what their needs are and how they change over time and where they are currently located. Information about the whereabouts can be provided by geolocation service or cooperation with credit card operators.
Basic demographics are not enough to be successful in this regard. It is also worth remembering that the message must take into account not only the current needs but also the feelings of the addressee.
It also has to take into account the socio-political climate of the time. Social media profiles are a good source of this type of information or comments posted by them on brand channels. With the help of such information, communication can be well prepared.
In practice, we speak of individualisation in the broad and narrow sense of the word. In the first approach, an individual message is developed for each client (the company offers each client a product related to his interests).
In a slightly narrower sense, one can speak of the individualization of one message. That is, at the same time, a company sends an advertisement of one and the same product to a large number of recipients, and the message itself is individualized for several social groups.
Each individual company tries to pay attention to different benefits. For example, an ad for a car aimed at men 25-40 years old will be performance-focused, while a car ad for women will show functionality and ease of driving.
Individualized advertising is both a challenge and an opportunity. A challenge because it requires comprehensive knowledge of the client. Data collection, processing and analysis are expensive processes.
In return, however, it offers much higher efficiency and effectiveness than traditional mass advertising without referring to the individual needs of a specific recipient. Thanks to personalized advertising, you can:
Greatly increase your conversion rate. Customers are now almost bombarded with advertising messages on the Internet. The number of advertisements that most Internet users find in their e-mail box on Monday morning has nothing to do with their actual interests.
Sometimes the message does not take into account such basic parameters as the gender of the addressee. Such an advertisement has no chance, it immediately ends up in the basket. It is hardly surprising that the conversion rate of such marketing campaigns is calculated in terms of per mille, not even a percentage.
Build a closer relationship with your customers although, in general, Internet users are largely the enemy of online advertising, they are aware that they are an inherent element of virtual reality.
Recipients who receive advertisements corresponding to their subject matter with their personal passions and beliefs do not wonder how the system knows what they want at the moment (even if they think such a reflection, it is unlikely that they would immediately associate this process with total surveillance and restriction of freedom resulting from it).
It can be said that individualized advertising is not as irritating as ordinary advertising (of course, there will always be a small group of rather critical-minded people who will feel embarrassed by imposing their views on them, will be furious that the whole world knows what they need better than themselves).
On the contrary, the recipient often feels moderate joy, that the company tries to subtly present all kinds of news to him in the field he is keenly interested in. Such messages evoke rather positive emotions.
Many customers appreciate the fact that the brand does not flood them with advertisements at random. If we have recently bought a few detective novels in an online bookstore, a shop that will send us proposals for novelties in the section - gardening in a week will not win our respect.
Well, unless we looked at the categories weeks or months earlier or the system knows that we are a regular reader of an industry website in this field. that the brand does not inundate them with advertisements at random.
If we have recently bought a few detective novels in an online bookstore, a shop that will send us proposals for novelties in the section - gardening in a week will not win our respect. Well, unless we looked at the categories weeks or months earlier or the system knows that we are a regular reader of an industry website in this field. that the brand does not inundate them with advertisements at random.
If we have recently bought a few detective novels in an online bookstore, a shop that will send us proposals for novelties in the section - gardening in a week will not win our respect. Well, unless we looked at the categories weeks or months earlier or the system knows that we are a regular reader of an industry website in this field.
To significantly optimize your marketing costs, the industry has a saying in the industry of intentional imagery of reality that half of the advertising money is always "down the drain." The trouble is, you don't know which one. In personalized advertising, thanks to the development of technology (e.g. Big Data) and modern targeting techniques (behavioural profiles), we are sure that our message will reach the selected addressee, and in addition, will be consistent with his predilections.
Many experts point out that today it is possible to accurately calculate the return on investment, that is, to determine what increase in income the advertiser can expect at a specific level of investment.
Increase the effectiveness of communication, advertising oriented to the needs of the recipient allows you to quickly reach the recipient with the message. After all, it is known that communication is not only about who says, but what he says.
Even if we receive a message from our favourite brand, but this one does not "fit" into the currently interesting spectrum of topics, there is a small chance that it will be fully decoded - read.
Increase brand recognition in the search engine, individualized content is of great importance in SEO, customers spend more time on websites where they find personalized content, visit it more often and come back (low bounce rate).
Currently, we most often deal with personalized advertising in:
Email marketing, many companies have long realized that sending advertising spam is counterproductive. Recently, newspapers with content tailored to our passions are reaching our mailboxes more and more often. Many companies are trying to build customer loyalty this way.
Experts indicate that customers expect more personalized content (information that will help them make an optimal purchasing decision) than discount coupons.
Mobile devices, the very use of e-mail on a smartphone is important information for the brand, such a mobile person can be sent advertising related to an active lifestyle, travels, etc.
Display advertising, this somewhat hated format, has a chance to come back thanks to individualisation, and in great style. Based on the collected data, mainly the history of pages viewed on the web, the user will see only those banners that will fit in the area of his interests.
Social media, for example, Facebook ads, can currently be targeted by location.
Sociodemographic features.
Interests.
Behaviours (people who show specific activity).
Connections - users associated with our website, application or event.
Websites, currently, thanks to the development of technology, websites can automatically adapt to the individual needs of the user - the information that interests him will be brought to the fore (for example, news from sports will be exposed in information services to enthusiasts of active leisure).
It is worth remembering that over 70% of users quickly leave the website when it is not adapted to their personal preferences.
E-commerce, here, just like in industry or general information websites, start sites can be adapted to the preferences of users. In online stores, we have been dealing with the individualization of advertisements for a long time, the recommendations displayed (based on interests, previous or current purchases) are a kind of individualized message.
Summary
There is great potential in personalized advertising. Thanks to it, you can not only increase sales efficiency but also build strong relationships with customers. It is also a way to optimize the costs of advertising communication.
Many companies, due to the lack of technology needed to collect and analyze large amounts of data, do not use this type of opportunity. It seems, however, that with the growing information noise on the Internet, personalized advertising will dominate online marketing, and conventional mass messages will become a thing of the past.
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