In the modern digital space, brands struggle to get their message across to their target audience as genuinely as possible, which would naturally cause a change in how the audience reacts to the things they see on the Internet.
As such, brands need to craft experiences that allow individuals to connect and truly resonate with them. By immersing the audience in this captivating encounter, they can perceive, feel, and understand the authentic essence of the brand, while receiving the intended message that fosters genuine connections.
Changing Audience Behaviours
A study conducted by Zendesk shows that 60% of consumers are highly likely to switch to a competitor brand after having one bad experience, further implying that first impressions do last when it comes to purchasing decisions.
A good experience matters the most in the first half of the purchasing journey. But how would you define a good experience in the first place?
By letting them feel these experiences during the first part of their purchasing journey, it makes it easier for them to recognize and lean towards considering that specific brand on their next purchase.
Where to Utilize Personalized Experience
High-impact ad formats with interactive and personalized content are effective at grabbing the attention of the target audience while being cost-efficient as well. Integrating Augmented Reality (AR) technology within ads and gamified ads can yield high engagement rates, while shoppified ads and chatbot ads can streamline the purchase process of the target audience, and amplified storytelling through content marketing with KOLs and influencers can capture the target audience’s attention at a different level.
But how would you utilize these methods in an effective way? Working in pulses — creating necessary spikes on crucial months of a marketing campaign can help you sustain your audience activity, as illustrated below:
Another question is how do you measure the effectiveness of your campaign? Reach and impressions are not enough metrics to know if your campaign is effective. Metrics such as engagement rates, views and viewability, and clicks and click-through rates can help you gauge the effectiveness of your campaign even better. It gives you an in-depth understanding of your audience actually paying attention and engaged in your efforts.
Personalized Marketing - Some Final Tips
Creative and engaging ad formats combined with contextual targeting can also help brands close in on specific topics, keywords, and themes that are relevant to their campaigns, with increased likelihood of engagement and conversion.
Additionally, building credible websites with brand-safety features can bring an immersive experience that gives out higher awareness and engagement rates.
This article is originally published by Innity:
Established in 1999, Innity is a digital marketing and media solutions company with a strong foothold in the APAC market. Innity’s solutions provide a combination of creative interactive advertising, content, and influencer marketing, as well as community and commerce technologies for brands, agencies, advertisers, and publishers. Innity has presence in Malaysia, Singapore, Indonesia, Vietnam, Philippines, Thailand, Taiwan, South Korea, Hong Kong, Cambodia, and Myanmar, with over 300 staff in total.
