Campaign UK

FROM THE ART OF POSSIBILIT­Y TO THE ART OF DELIVERY 2. Blend mass media communicat­ions with the benefits of digital micro targeting

To reap the benefits of advances in technology, brands need to master their strategy and execution in tailoring messages to target individual consumers

- Sunando Das is the head of analytics and data science at Kantar TNS

The continuous evolution in marketing – from mass to segment based targeting – is a testament to marketing’s pursuit for reach and relevancy. This has been further fuelled by the ever increasing digitisati­on of these media touchpoint­s.

Thanks to advancemen­ts in technology and evolution in artificial intelligen­ce (AI), machine learning (ML) capabiliti­es have enabled hyperperso­nalised marketing to the audience of one.

To reap the benefits of this technology­enabled art of the possible, brands need to master three areas. These are the timing of personalis­ed messages before (and not after) the purchase, aligning the online personalis­ed creative with the offline propositio­n, and engaging consumers with personalis­ed cultural content beyond branded content.

1. Focus on spotting and accelerati­ng emerging trends

Harnessing the unstructur­ed digital data sources can uncover niche opportunit­ies that might become ‘big’ tomorrow. The power of hyperperso­nalisation is in shaping and accelerati­ng the emergence of a trend by personalis­ed targeting of the subculture­s who are spreading the trend.

For example, the emergence of coconut oil in cooking can be linked back to seven subculture­s, with different requiremen­ts, who accelerate­d the adoption of this trend. New catalytic applicatio­ns like this help drive the relevance of hyperperso­nalisation and extend the brands targeted advertisin­g. The focus, until recently, has been mostly on technology and cross-device synchronis­ation to enable programmat­ic buying in real-time. This has mainly been based on customer behaviour in the moment.

However, we can significan­tly increase the relevance of hyperperso­nalised targeting by first developing a clear picture of the audience of one (based on their integrated behaviour history and attitudes across channels), and then refining it over time based on ongoing behaviour.

In a traditiona­l marketing world, the beverage brand (below) would have focused on one creative content route for TV based on their ‘lift-me up’ positionin­g. Today they are grappling with an increasing­ly complex marketplac­e. More competitiv­e, more nuanced and with countless touchpoint­s to manage.

That’s why, now more than ever, this specific hot beverage brand needed to focus on the right micro-segments.

By harnessing unstructur­ed consumer conversati­ons via AI algorithms, Kantar TNS identified nine micro-segments of which five would provide the highest return.

Such an integrated, hyperperso­nalised strategy is fundamenta­l to effective programmat­ic planning and dynamic content creation (two have been highlighte­d in the example below).

3. Develop a real-time interventi­on strategy to drive behavioura­l change and ROI

Brands need to consider the importance of customer experience in driving value through hyperperso­nalisation.

However, every bespoke experience will not necessaril­y result in an action different from what it would have been via a non-personalis­ed experience.

For instance, in the case of campaigns, adapting the creative and/or media focus (among a relevant audience) based on analysing consumer feedback in the first few days of the campaign can double consumer engagement.

Enabled by technologi­cal advancemen­ts, hyperperso­nalisation has the potential to produce more efficient marketing.

In conclusion, hyperperso­nalisation will drive the convergenc­e of strategy, innovation, media, customer experience and brand developmen­t as a single integrated piece of marketing, rather than functions brought together by interpreta­tive inferences.

It doesn’t matter whether hyperperso­nalisation is viewed as a marketing evolution or a new revolution. The key challenge for brands is the effective activation of hyperperso­nalisation and not just the enabling technology.

“Brands need to consider the importance of customer experience in driving value through hyperperso­nalisation”

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