How to Effectively Connect With Consumers in Their “Content Cocoons”

Pat LaPointe, Executive Vice President at Resonate and ARF Board member, analyzes the challenges faced by marketers trying to connect with digital consumers in this Advertising Age article.

Many digital marketing campaigns are based upon the premise that consumers like personalized ads, and that such personalized ads make marketing and advertising more relevant.  However, consumers are suspicious of these ads, consider their offers to be false, not relevant, or intrusive.

As a result, consumers create their own “content cocoons,” in which they search for information, engage in social media or watch videos.  However, each online interaction provides data for marketers, and represents an opportunity to become part of the curated web of consumers.

The author advises marketers that to be relevant in this digital world, they need to demonstrate an understanding the of the mindset and motivations of consumers. LaPointe recommends, “marrying observed behavioral data to surveys and consumer-initiated dialogue to shape highly curated marketing experiences to blend into the content cocoon consumers have curated for themselves online.”

By building insightful profiles and understanding consumer motivation, marketers will be able to provide relevant, curated content, and relevant messaging.

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Individual-Centric Digital Marketing

Marketers now have the ability to reach consumers with targeted and highly personalized marketing across devices. The rise of individual-centric digital marketing has transformed the way in which marketers address their audiences according to David Williams, CEO, Merkle, writing for iMedia Connection.

Marketers are able to blend the data and insights from both offline and online data. As a result, the targeted consumer can receive personalized recommendations and contextually relevant information.

Individual-centric marketing will drive additional sales and have provable ROI.

Successful individual-centric digital marketing will involve:

-Consistent targeting of users across devices.

-Less waste to ad fraud.

-The ability to bridge online and offline targeting.

-Better accountability and measurement.

-Respect for consumer privacy.

Individual-centric digital marketing will benefit both the consumers and the marketers. Consumers will receive more relevant ads and offerings, and marketers will be able to achieve higher measurement standards and overall accountability.

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Creating Personal Digital Experiences For Customers

Tjeerd Brenninkmeijer, CMO and co-founder of Hippo, analyzes the factors necessary to create a relevant digital experience for each customer in this iMedia Connection’s article.

Factors include:

-Providing responsive design.

-Developing contextual awareness.

-Building a profile of the individual website visitor’s interests, preferences, and intent based on engagement with the online content.

-Delivering relevant content.

Both B2C and B2B companies need to understand the needs of their customers and to provide relevant, contextually appropriate content for their online business. This relevant content  has two goals:

-To support the customers at any stage of their relationship with the brand.

-To expand the reach of the customers’ journey.

The goal of creating a personal digital experience and relevant online content is to develop a customer who is engaged, who will return to the site, and who will advocate for the business and the brand.

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Tips for Retailers on Increasing Consumer Personalization

This Retailwire article by Martin Mehalchin, Partner, Lenati, summarizes a presentation by Lucinda Duncalfe of Monetate on the “Five Stages of Personalization.”

Level 1-Use A/B testing to develop campaigns that optimize the experiences of the digital consumer.

Level 2-Use targeting via in-session or contextual data or behavior.

Level 3-Leverage first and third-party data to deliver custom experiences to different consumer segments.

Level 4-Provide an integrated customer journey across channels for the multi-device consumer.

Level 5-Auto-optimize personalization based on knowledge of the consumer.


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