May 03, 2022
Written by: Mark Pearson, Vice President, Loyalty Marketing; John Heidel, Content Strategist
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Segmentation, targeting and personalization are three powerful tools for crafting your customer's journey. Consider these three important factors for success in your next targeted marketing campaign.Scroll Down
These tools can help you reach the right customers but to maximize engagement, your campaign’s content and rewards must be relevant. The goal is to create an idiosyncratic fit, defined as a real or perceived unique advantage, with your audience. This is crucial because a customer’s engagement is based on their assessment of the potential reward relative to the effort required to complete the behavior being asked of them. Relevance can also be increased by focusing on the next best action for each individual customer to the extent possible.
When relevance combines effectively with segmentation, targeting and personalization, an audience-smart campaign can take flight. But before jumping on board, you should carefully consider these important factors.
Adding a layer of segmentation can significantly increase costs — sometimes exponentially — due to content creation, technology setup, tracking and reporting. It also increases complexity, which may extend timelines and require additional resources. Therefore, it’s important to make sure the benefits of enhanced segmentation and targeting outweigh the elevated costs and complexity.
This is a critical step in audience-smart marketing. Ask yourself these questions: