The word ‘relevance’ has a certain buzz to it in the marketing industry and it’s not going away anytime soon.
Why? Because personally relevant digital interactions provide a better service experience for customers.
But there is a lingering problem. Simply put, there is a wide gap, that shows little signs of narrowing, between brand and consumer expectations regarding relevance.
A piece of illuminating research done by Twilio showed this gap between brand and consumer expectations. Brands believe just 19% of their communications lack relevance. Consumers beg to differ: they put the number at 84%.
No matter what rock marketers are living under, one adage has remains true throughout the ages; the customer is always right.
Which means that brands need to adjust their messaging and indeed their attitude to the messages they send. Putting themselves in their customers’ shoes will help understand what kind of messages will be received well, and what messages will not. Consumers today know when they are being marketed to. So it’s up to brands to send customers messages that are useful, personally relevant, and timely to ensure that they don’t annoyed or are ignored by their customers.
The bottom line is that 60% of churn is caused by lack of relevant messaging. Which means relevance has a huge impact on your bottom line.
So how can brands send messages that are useful for their customers?
It comes down to targeting. And in the world of targeting, user data is key. With the right data available in real-time, brands are able to construct genuine 1-2-1 campaigns that resonate with their audience and drive successful interaction, purchasing decisions and ultimately revenue.
This article will take a look at how using a targeting engine, specifically Swrve’s targeting engine that features payload targeting, can help marketers segment their audience and deliver exceptional interactions that really work.
What Is “Payload Targeting”?
You might be thinking that you already use granular targeting to segment and optimize your audience. For example sending a message encouraging priority boarding to a user who booked a flight last week.
And yes, these triggers can work well, allowing you to capitalize on those users you know are engaged with your brand.
But as the consumer attitudes towards digital devices and messaging changes, so too do our marketing campaigns. The goalposts have narrowed, which means we must fine-tune the aim of our marketing campaigns, to be better placed to hit the bullseye as it were.
“Payload targeting” does just that. It enables the marketer to target based on the details inside customer events, in real-time. For example (and in contrast to the example above): “users who searched for a flight in the last seven days, where the destination was LCY and the number of travellers included children” In other words, targeting based on associated detail of any given user event - making your marketing hyper-relevant to your customers’ real-time experiences.
This matters because customers, as we have said above, but really cannot say enough, have not only begun to desire relevance from their digital interactions, they expect it. Relevance moves the needle on churn and ROI, and ultimately, our customers now assume that our apps know us like our friends do. Better even.
What this all boils down to is the simple fact that talking to your customers as individuals is far more effective than firing out the same message to everyone.
Harvesting The Motherload
Let’s take a look at how this approach can be applied to your business. Across any campaign type, and in any vertical, granular payload targeting can deliver huge benefits. Here’s just a few examples:
Target users who have made recent loan enquiries above a certain amount or for a longer term to promote additional services.
In Media and Publishing…
Target your audience based on their artist listening or sharing preferences to promote an upcoming concert in the area.
Or target users who have watched the previous season of a program on their mobile device or tablet to promote an upcoming season or premium subscription service:
Use payload targeting to target users from a specific departure city who have searched for flights that included children in the number of travellers to promote family friendly vacation packages.
Target users who have viewed certain sale items, by category, to promote a season sale.
If you'd like to learn more how granular targeting can grow your business, arrange a demo with us here.