Everyone is talking about personalization these days. Giving consumers what they want can increase the chance of conversion. However, over 90 percent of marketers honestly believe they don’t have the tools to implement it. It may not that difficult to implement personalized advertising if we choose a right method.
Personalized advertising in offline media
A lot of media are trying to achieve personalization including both offline and online media. For decades, newspaper, TV, billboard, and other offline media provided a one-way communication. Using this way is not enough to meet advertisers’ goal anymore. Even offline media has to find a way to interact with customers, but it is not easy to achieve personalization. I believe MTR advertising preforms better in term of personalization among all the offline media. Many of their ads include QR codes and NFC tags for people to scan by their mobile devices in order to obtain more information. However, how many people would actually do that?
Easy way to create personalized advertising by mobile
Using online media is easier to connect with customer personally, especially through mobile advertising. Mobile device usually will not share with others, so it can target them accurately; therefore, we are able to target the right people with the right mindset and ultimately winning consumers’ attention and loyalty. There are several factors that we have to pay attention to in order to create a successfully personalized campaign including the selection between different networks and exchanges and RTB platforms which make customers to take actions quickly and therefore has higher conversion rate.
Reaching customers by mobile advertising with advance targeting can be very successfully because people will receive information that they want. Advertisers can also minimize a lot of wastage and maximize ROI. The Future is personalized.
Personalization becomes the trend for advertising nowadays. Sending messages to the mass is not relevant anymore and will not able to achieve an optimal result. Giving consumers what they want is important, and many of them want personalization. Successful advertising campaign has to connect to their target customers instead of one-way communication. Personalization means a business provides some value information to the concerned customer that personally related to them which ultimately creates loyalty especially when coupled with rewards. However, how to deliver a message to the right people with right mindset? I will say mobile advertising.
Thanks to the broadband mobile communication systems and smartphone devices, consumers' preferences are able to pre-identified, so advertising messages can be delivered to right consumers at the right time. Therefore, having personalized mobile advertising is one of the most important strategies to meet consumers’ need as well as satisfy advertisers’ goals. Over the years, mobile usage is growing rapidly and it’s playing a significant role in people’s daily lives. People are using it in many different ways including grocery shopping, dating, payments, health monitoring, and what’s more. Advertisers have to reform the shopping experience of using mobile advertising to achieve their goal.
“Everyone is mobile, but not everyone is a mobile shopper,” said Paul Kultgen, senior vice president for mobile and technology advertiser solutions at Nielsen, Chicago.
As mention earlier, consumers use mobile in a variety of ways such as searching nearby stores, comparing prices, researching or reading reviews of the interested items, or accessing mobile coupons, and those information can help advertisers to predict their need and interest. Interacting with consumers during the shopping process allow advertisers to understand customers’ mindset which able to enhance the overall experience.
Mobile advertising can be very successful with the right formula,” Mr. Kultgen said.