The Power of Hypersegmentation & Personalization
In today’s digital landscape, ads are everywhere. Every scroll, click, swipe, and view is met with marketing messages, blurring the lines between engagement and oversaturation. Some researchers believe that the average person sees as many as 5,000 ads a day.1 You read that right – 5-0-0-0. That’s one ad every 17 seconds. It’s a reality that borders on the edge of insanity, yet it’s the world in which we live in. And for us marketers, it presents a pretty big challenge – how do we cut through the noise?
It requires not just skill, but a hell of a lot of ingenuity. After all, no one pays attention to an ad that isn’t relevant to them. And without a solution, you’re throwing marketing dollars to the wind. So what is our secret weapon? Hyper-segmentation and hyper-personalization. We dig deep, leveraging data to ensure that every message, every offer, every piece of content speaks directly to the individual needs and preferences of your audience, cutting through the clutter. The ultimate goal? Increased engagement, quality leads, a stronger ROI and a bedrock for cultivating lifelong loyalty.
This all sounds great, but it begs the question – how do we do it? We’ve summarized our approach in a five-step process.
Step 1. Leverage data to create audience profiles.
In the digital age, data is king. And a well-built audience profile enriches your first-party (1p) data with third-party (3p) insights to paint a richer picture of who your ideal customers are.
Your first-party data is the information collected from direct interactions with your brand – a purchase, an email subscription, a contact form. But to truly understand your audience, we have to dig deeper. Combining 1p and 3p data paints a broader picture of your audience’s demographic and psychographic information – revealing not just who and where they are, but also their broader interests, preferences, and behaviors to understand what motivates them to action. The goal is to turn faceless names into vivid personas.
Step 2. Turn audience profiles into cohorts.
The next step is segmenting your audiences into groups based on similar characteristics and behavior. We call this cohorting. Whether it’s age, gender, location, or interests, creating these cohorts allows us to form groups of like audiences. And we do this to lay the groundwork for precisely targeted marketing activities, increasing the relevancy and efficacy of our G2M strategy.
Step 3. Map the customer journey.
But we’re not stopping at cohorting. The next step is digging into the unique customer journey. Knowing how each cohort interacts with your brand and their individual motivations at each stage – awareness, consideration, conversion – allows you to identify touchpoints where personalization makes the strongest impact. It’s not just about the right message, but rather the right message to the right person at the right time.
Step 4. Use data-driven personalization.
Now, let’s talk about personalization. And I don’t mean the basic “Dear [Insert First Name Here]” tactic. Instead, we’re advocating for a deeper level of customization that goes beyond surface-level tactics. It’s about using data – site activity, purchase history, engagement patterns – to tailor the content and the journey to the demographics and personal interests of your audience. This can include headlines that speak to a specific need, content that solves a pain point, calls to action that match where your audience is in a buyer’s journey.
Why is this so important? Personalization = results! According to SmartFocus, personalization can improve your conversion rates by 300% and your revenue by 7%.2 So let’s make your ad to be the one in 5,000 that stands out.
Step 5. Test and optimize.
At the risk of sounding old-fashioned, I’ll say this – the world moves fast. Digital continues to evolve. And too as people age, their patterns and behaviors change. So what worked yesterday, may not work tomorrow, hence the importance of optimization. Continual testing of content, imagery and CTAs provides a greater understanding of what is and isn’t resonating based on real-time data. And that feedback loop allows us as marketers to continually fine-tune strategies for maximum ROI.
Don’t risk your bottom line.
If you’re broad blanket marketing to big lists without a strategy, you’re just throwing things at the wall and crossing your fingers something sticks. But let’s be honest – when it comes to your marketing dollars, crossing your fingers isn’t enough. You need confidence that your efforts are driving tangible results. After all, your bottom line is at stake.
Let CCG help you navigate the ever-changing digital landscape with precision and purpose. Our targeted strategies, fueled by hypersegmentation and personalized approaches, are designed to cut through the noise to drive tangible, measurable results. Contact us today.
1 Thinking vs feeling: The psychology of advertising. USC MAPP Online. (2023, November 17).
https://appliedpsychologydegree.usc.edu/blog/thinking-vs-feeling-the-psychology-of-advertising
2 Are you getting personal? data-driven personalization delivers 5 to 8 times the ROI on marketing spend. Data-Driven Personalization Delivers 5-8 Times ROI. (20AD).
https://porchgroupmedia.com/blog/are-you-getting-personal-data-driven-personalization-delivers-5-8-times-roi-marketing-spend
