Smart brands know that the more personalized they can make their messaging, the more likely a customer is to respond to it. Today’s savvy and skeptical consumers can detect a generic mass-marketing campaign from a mile away, so it’s worth it to go the extra mile and tailor your ads and content to smaller, more specific consumer niches.
By harnessing the power of data analytics, your brand can create a detailed plan for customer-focused marketing messages. We asked members of the Forbes Agency Council how their companies are using data to make customer communications more personalized. Their best answers are below.
9. Consider Contextual Engagement
Engagement alone doesn’t tell the full story. Contextual engagement tells us what messengers are best for delivering each specific message. For example, if you’re a skincare brand partnering with a beauty influencer, pay close attention to content engagement. If her average engagement rate is 4% but drops when she posts about skincare, she’s probably not the right influencer for your brand. – Eric Dahan, Open Influence
To read the full article, click HERE.