Dynamic segmentation, key to offering an optimal user experience
Posted: Wed Dec 04, 2024 6:01 am
One of the main objectives of marketing is to build and maintain relationships with consumers. Traditionally this has been done through broad-based communication techniques (mass media). Today, however, consumers demand personalized messages that respond exactly to their preferences. This requires a “one-to-one” approach from marketers.
According to McKinsey & Company’s report, “ The value of getting personalization right—or wrong—is multiplying ,” more than 70% of consumers expect personalized interactions from brands, and brands that get personalization right generate 40% more revenue.
Good audience segmentation allows you to reach germany mobile phone number list consumers at exactly the right time with relevant content, such as personalized product recommendations. However, there are some obstacles that make this difficult and of which we must be aware.
More than 70% of consumers expect personalized interactions from brands and brands that do personalization well generate 40% more revenue.
First, we need to take into account the “temporary” nature of segments due to the constant changes in users. A user who fits into a certain segment the last time he or she visited the site will not necessarily fit into that segment during his or her next session.
Another factor is relying too much on historical data. While historical data can be beneficial in identifying patterns over time, it should not be the only factor for segmentation, as consumer preferences are constantly changing. Rather than placing a consumer into a segment based on their past behavior, it is more interesting to use their “real-time” purchasing and search trends to move them from one segment to another.
With a “dynamic” approach to segmentation, we will be closer to creating truly personalized marketing campaigns that improve the consumer experience.Good audience segmentation allows you to reach consumers at exactly the right time with relevant content, approach from marketers.The value of getting personalization right—or wrong—is multiplying ,
According to McKinsey & Company’s report, “ The value of getting personalization right—or wrong—is multiplying ,” more than 70% of consumers expect personalized interactions from brands, and brands that get personalization right generate 40% more revenue.
Good audience segmentation allows you to reach germany mobile phone number list consumers at exactly the right time with relevant content, such as personalized product recommendations. However, there are some obstacles that make this difficult and of which we must be aware.
More than 70% of consumers expect personalized interactions from brands and brands that do personalization well generate 40% more revenue.
First, we need to take into account the “temporary” nature of segments due to the constant changes in users. A user who fits into a certain segment the last time he or she visited the site will not necessarily fit into that segment during his or her next session.
Another factor is relying too much on historical data. While historical data can be beneficial in identifying patterns over time, it should not be the only factor for segmentation, as consumer preferences are constantly changing. Rather than placing a consumer into a segment based on their past behavior, it is more interesting to use their “real-time” purchasing and search trends to move them from one segment to another.
With a “dynamic” approach to segmentation, we will be closer to creating truly personalized marketing campaigns that improve the consumer experience.Good audience segmentation allows you to reach consumers at exactly the right time with relevant content, approach from marketers.The value of getting personalization right—or wrong—is multiplying ,