Reach vs. Personalisation
Reach vs. Personalization
Marketers’ challenge – reach as many qualified consumers as possible with the most relevant message. Amidst all the KPI’s, marketing objectives, research studies and “machine learning” do you ever pause to wonder if you are in fact reaching enough people, or if the message you are trying to get across is tailored enough?
Which one of the two should my strategy revolve around? Choices and decisions made here can be vital to the operation and success of your digital marketing efforts. Deciding whether to focus on relevancy/personalisation or reach will influence other components such as your strategy in terms of where and how to acquire digital ad placements, the key KPI’s by which campaign performance will be measured, and the methodology employed to interpret the insights and learnings.
@Toronto AdOps conducted a poll among a broad group of digital marketing professionals responsible for strategising, planning, buying and executing digital media initiatives, across vendor, agency, AdTech and brand teams. The main goal of the poll was to determine, based on every participant’s individual level of experience and familiarity with the current state of the industry, whether they would look for additional ad placement opportunities while utilizing existing messaging and creative strategy, or whether they would prioritize a deeper level of personalisation of their messaging strategy within existing channels and placements.
Poll results suggest that 89% of digital marketers would place their focus on creating more relevant messages for the audiences they are already reaching, while 11% would concentrate their efforts on reaching more people than they do today while employing existing creative and messaging strategy.
A great example of a well executed personalized messaging strategy is the last year’s @Svedka Vodka campaign (featured on http://www.thedrum.com/news/2017/10/17/svedka-vodka-gets-creepy-halloween-with-banner-ads-stalk-users-spooky-campaign) delivered by Bensimon Byrn digital team. The BB team employed a dynamic creative solution in combination with data driven decisioning/user specific data signals to programmatically deliver ads that are tailored to each individual user.
@Toronto AdOps survey suggests that ad personalization is on top of a lot of people’s mind. The good news is that in digital we can achieve that! Technology exists to help us pull it off, combined with the right message delivery and call to action strategies the impact can be very powerful.
**Toronto AdOps is a not-for-profit organization aimed at bringing together Advertising Operations professionals from all corners of Digital Advertising industry.
Combined, Toronto AdOps is the largest knowledge database in the country for all things related to Digital Marketing, Advertising and Operations.