Digital marketing experts have estimated that the average person is exposed to 4000到10000个广告 每一天. 无论是广告牌, 电视广告或社交媒体广告, 要消化的内容太多了.
从品牌的角度来看, it’s important to set yourself apart from the tsunami of daily content your target audience is hit with. 我们该怎么做呢? 个性化的广告.
个性化的广告 (or targeted ads) are key to any marketing strategy - they’re simple, 有效的, and undoubtedly contribute to increasing revenue! If you’re not already, you should definitely look into running targeted ads.
We’ve put together a quick guide to help you navigate the world of targeted ads; what they are, 好处和坏处!
什么是定向广告?
Targeted advertising is a tactic used among marketers across the board to produce ads which reflect specific interests, 互联网用户的购物行为与特征. Targeted ads are made by gathering customer data to segment audiences by such factors. This information is then harvested to make specific advertisements.
Personalised and targeted ads are 有效的 and a crucial part of a brand's success. By using relevant targeting, you’ll be wasting less time and money. 不感兴趣的客户将被淘汰, and you’ll be more likely to convert audiences who are presented with your ads to follow through with a purchase.
的优点
个性化广告不会让人觉得有侵犯性✔️
Users can often find being bombarded with irrelevant ads invasive. How often have you scrolled through Instagram and been hit with the same ad time after time, 尽管这无关紧要? 这种情况发生的频率比你想象的要高.
然而，定向广告却有相反的效果. The more personal the ad, the more likely a user will follow through with a conversion. 根据研究， 71%的人 prefer tailored ads because they offer more customised content based on their shopping behaviour and purchase history.
Customers are less likely to engage with “random” ads that they have no interest in. Instead, they’ll opt for advertisements from brands they regularly interact with or purchase from.
个性化广告增加用户粘性⬆️
不像非定向广告, 广告越个性化, the higher engagement levels will be for your brand.
假设用户对某个品牌完全陌生. 在这种情况下, they’ll be more inclined to click through and actively engage with the brand if the ad is specifically tailored to their interests, 尽管之前没有接触过这个品牌.
Actively aligning your content to a user’s preferences and interests can increase engagement by 高达60% 并且有潜力产生，平均而言， 收入增加20%.
客户维系✅
Customers want to receive marketing messages that are relevant to them. The less relevant the ad, the less engaged the audience will be. 通过投资定向广告, a brand will have increased customer retention because the ads are more specific and tailored to certain people.
更高的收入💸
Targeted and personalised ads will naturally increase conversions for a brand because the audience will be more engaged and interested. In turn, this will create a higher stream of revenue.
根据研究， personalised ads actually increase the efficiency of marketing spend by roughly 10% to 30%. 和, 94% of businesses who take advantage of personalised ads agree that it sets them apart from their competitors.
主要培养 🤗
Lead nurturing is the process of developing and maintaining relationships with customers at every stage of the sales funnel. The process involves engaging your target audience by presenting them with the most relevant information possible.
If prospective customers feel as though a brand understands their needs are being met and understood, leads (potential customers) will be converted into buyers.
的挑战
平衡个性化和隐私📱
There’s a fine line when it comes to personalised and targeted ads. How far is too far before it becomes perceived as 令人毛骨悚然的? Making an ad a bit *too* personal will result in customers retreating completely from purchasing.
为了解决这个问题, it’s recommended that brands or businesses should ask for permission to harvest customer data and avoid being too personal in their approach.
他们需要严格监管🎯
When running targeted ads, you’re responsible for handling a lot of customer data. With The General Data Protection Regulation (GDPR), 任何数据都需要保护, and there are also privacy issues to take into account.
在使用任何个人资料前, it’s crucial to ensure that your audience has consented to this being used!
