Advertisements have always been an important part of gaining and maintaining customers for any business, but they are especially important in today’s digital world. Consumers are constantly bombarded with ads, making it hard for advertisers to create an advertisement that will stand out.
The best way to distinguish your company is by creating customized advertisements that will capture your audience’s attention. Understanding the differences and benefits between non-personalized and personalized ads will help you determine which marketing strategy is right for your business. Both tactics are beneficial for a company but can produce different outcomes.
Non-personalized Advertisements (NPA)
Non-personalized advertisements are a useful tool for any company looking to advertise. Generic advertisements use targeting methods to reach a particular audience but in less specific ways than personalized ads. Advertisements that are not personalized only collect information on a customer’s current behavior, such as their physical or digital location.
One way to utilize NPA’s is through geo-targeting or geo-fencing. Geo-fencing sends advertisements to potential customers in a specific geographical range. Typically, geo-targeting is contained within a 25-mile radius surrounding the business’s office.
Another type of non-personalized advertisement is referred to as contextual ads. Tailored to the website or app a customer is using, contextual ads can be a useful way to acquire customers from a competitor’s website.
Non-personalized advertisements are a great method for reaching the masses. However, if you are wanting to narrow down your search then personalized advertisements may be the better route to take.
Personalized advertisements are more pervasive than many people believe. These advertisements collect data from the past and current behavior of customers. The customer’s data is then used by the advertiser to determine the most effective form of advertising based on the audience’s interests.
Personalization helps keep your business at the forefront of the customer’s mind. This is best achieved through the remarketing strategy. Personalized ads also work to increase customer loyalty by creating the sense that the customer is a priority for that business. Customers recognize the extra effort that advertisers take to make them feel appreciated. This intentional marketing effort goes a long way in helping make your business feel authentic to the customer.
Personalized advertisements take full advantage of artificial intelligence to store customer information. Personalization is conducted through software known as Customer Relationship Management or CRM software. CRM is a digital storage solution that allows advertisers to see a variety of customer information such as how long they are on a website, how many times they visit it, what they click, and what they buy.
Personalized marketing is highly likely to increase return on investment. In marketing, ROI is calculated by subtracting the marketing cost from the increased sales and then dividing the sales by the marketing cost. As an advertiser, it is important to know if you are getting a return on your investment. This ROI will ultimately help you know if your marketing efforts are benefiting your sales. The higher your sales are, the higher your return on investment will be. Though personalized marketing can be costly, most businesses find that the increases in sales and ROI are worth the investment.
Types of Personalized Advertisements:
There are multiple different marketing tactics that can be used as forms of conveying personalized advertisements. To start, targeted advertisements do just as the name implies by delivering an advertisement to a specific, or “targeted”, audience based on age, gender, location, or demographic.
The tactic of remarketing, or retargeting, utilizes software that remembers when a customer visits a website and produces personalized advertisements on different platforms when the customer leaves. These ads can be redistributed to the potential customer over an extended timeline which can be as short as a week or up to six months.
Email marketing can be used to reach customers by their specific needs or by the advertiser’s desired customer behavior. Targeted emails can promote new products or services, provide discount codes, advertise upcoming sales, remind customers about their unpurchased cart, or provide informational newsletters.
Product recommendations are a tactic that companies use to include suggestions for additional purchases, showing the number of purchases for a specific item, or current item views. This tactic will create a sense of urgency for the customer which can lead to a need to buy.
No matter what type of personalized ads you use, each can be beneficial to your business if used correctly.
Making the Most of Your Personalized Advertisements
To make it easier to target your audience, collect as much customer information as possible before the personalized ad is created. Whether it’s through Youtube, social media, or email, choosing the right platform is another key element to making a personalized advertisement successful. Knowing your audience and your desired outcome will allow you to choose the best platform.
Inner Spark Creative is here to help your personalized ads stand out. Our team of experts can help you create a custom marketing campaign designed to elicit results while working as a partner for your business. Contact us today to learn more about how we can help your business.