2019 MARKETING ESSENTIALS: Social segmentation and personalization

How consumers expectations towards marketing have changed over the last few years

According to the marketing experts at BehaviourExchange, consumers are constantly surrounded and overseen by digital technologies that are evolving very rapidly, therefore they expect the same progress and increase of usefulness from marketing, ads, and brands as a whole.

People today no longer really find it disturbing when Google correctly predicts what they search for or that it knows where their ‘Home’ is when they use the navigation tool. The various assistance levels are now perceived as good. No wonder web users expect ‘the Internet’ to also know what they want when it comes to advertising and marketing. In fact, research has shown that 75 percent of consumers today expect personalized offers from companies.

Segmentation and personalization

Audience segmentation, which divides customers into different groups based on their interests, behaviors, and characteristics, allows brands to tailor ads and content based on customer preferences and needs. Various automation processes are proving incredibly useful to marketers, especially when It’s about display advertising where data-based personalization is much harder to implement than, say, in paid search. Digital marketers will undoubtedly have to level up their skills and knowledge.

Marketers used to be excited about Data Management Platforms (DMPs) a few years ago. However, these could not always live up to their expectations as customers could not always be classified precisely according to the respective target group categories. Today, advanced solutions use machine learning and artificial intelligence to change that.

Find out how the BehaviourExchange digital personalization platform can recognize each visitor of a website in order to adjust the content to match the visitors’ interests, needs, and wishes.