Many myths constantly circulate about delivering the right content to the right audience. It is because brands do not employ the right tools to target audiences successfully. CDP is one of the efficient solutions to do the right audience targeting.
McKinsey’s blog on personalization found that marketing chiefs have increased their RoI by 15% and marketing-spend efficiency by 30% by deploying personalized product and service recommendations to audiences for targeting.
establishing a centralized customer data platform (CDP) to unify data across channels is essential to digital marketing efforts. CDPs provide built-in machine-learning automation that filters internal and external data to target audiences across devices and ad networks. By doing this, it enables real-time campaign execution across their touchpoints using multiple channels.
Taking Audience Targeting to the Next Level
CDPs fulfill the need for data-driven analytics and multi-channel integration, making offering customers a seamless experience much more manageable. The platforms also aid in consolidating existing data and updating them through AI according to segments so that marketers easily prepare the subsequent marketing campaigns at scale.
In addition, brands using CDPs can improve targeting their preferable audiences and tracking of data with sophisticated algorithms supported by AI and machine learning. There is an abundance of benefits CDPs provide and mainly for the right audience targeting.
But the more important idea is- how CDP can be helpful for the right audience targeting.
How to Use CDP for Effective Audience Targeting
CDP enables marketers to target the right audience in the following ways:
Capture Specific Customer Attributes
A customer data platform (CDP) assists data integration from multiple sources. Some of the primary sources include websites, mobile apps, CRM, advertisement platforms, ad networks, and lead generation processes.
Brands must specify an audience’s attributes through dimensions or segmentations such as demographics, purchase patterns, buying decisions, engagement ratios, job titles, website, and in-app activities. These segmentations define audiences better, which takes care of, a critical stage of building a precise audience using CDP. The accuracy of audience/customer data translates into high-precision audience targeting and will significantly boost the promotional reach of ads.
Brands should always segment their audience attribution around the business objectives because these can prove profitable, leading to higher RoI and generating higher customer lifetime value (CLV) in the long run.
Aligning and Activating Data
After this segmentation, the next step is aligning and activating audience data. With the help of automated tools and software, data segregation becomes easy and is aligned with the marketing objectives. Gain insights on the collated data using analytics. The customer data platform provides precise data that will help with the following:
- Delivering ads that resonate with audiences
- Conduct an A/B test to check the effective versions of content, content formats, or ads that convert better
- Sending targeted e-mails based on users’ interests and boosting their decisions by turning back to gain more information
- Delivering personalized content to audiences through the landing page and boosting customer experiences
- Integrating website or app data of audiences’ activities such as pages visited, last activity, queries submission with a CRM
These marketing efforts are possible because a CDP helps make audiences granular and provides individual personalized services to customers.
The third way to leverage CDP for audience targeting is to look at CDP analytics for accurate data. Data from different analyses cater to different outputs. And this takes marketers forward to create customized audience profiles.
The CDP creates a, particular, and precise audience. The data platform allows marketers to understand audiences deeply and provide and enable hyper-personalization marketing services to each of them. Another aspect of customized audience profiles is combining data with personas by keeping each customer’s desires and pain points, ensuring a segmented audience for differentiated targeting. By doing this, data are segmented and targeted differently.
Execution of Data Workflow
Once marketers have gained data insights through CDP analytics and customized audience profiles, customer data platforms also initiate several workflows:
Real-time CRM Update
Updating audience targeting data records in real-time in the CRM to reach them faster and more efficiently using different platforms such as social media. Each time a new audience account qualifies, the audience data is updated and stored for future marketing use.
The CDP feds the data to produce personalized solutions through e-mails, landing pages, push notifications through mobile marketing, and other ways. Automation tools in the CRM stack help personalized campaigns reach the audiences catering to, immediate solutions or production information they might have been looking for.
Website and Mobile App Personalization
Audience targeting with CDP also boosts personalization all through the website and mobile devices. With a CDP, marketers can deliver a personalized experience for customers and increase customer experiences every time they visit websites or use brand mobile apps. This enables marketers to target the right audiences and connect.
Delivering Relevant and Customized Content and Targeted Ads Are No Longer a Challenge
With a sound customer data platform, brands focus on personalized customer experience because leveraging data becomes accessible, instant, and direct. Here, the role of first-party or zero-party data is clearly defined and resonates well amid its piquing importance in the marketing technology landscape.
When the ubiquitous CDP data is, combined with AI and machine learning tools, it results in automated content deliverables in the form of advertisements, campaigns, e-mails, landing pages, and other formats used by brands. Such relevant and customized content production brings the best experience for advertisers and audiences both. And data can be used across all business functions. Ultimately, the right content, audience, and time are no longer challenging when leveraging a customer data platform (CDP).
Audience targeting is still a complex yet essential process. It requires thorough, in-depth knowledge of potential customers to implement marketing efforts successfully. Luckily, marketers can ease the complexity of collating data by implementing eminent analytics solutions with customer data platforms and integrating them into the marketing stack.