How to Build More Engaging Experiences for Consumers
Today’s consumer has more demands than ever about the user experience – they expect a more personalized, more consistent, and more relevant experience across the channels and devices that they use. This puts extra pressure on marketers to understand and deliver on these expectations, which requires an understanding of the customer and what they want. If you’re going to continue to engage with your current and future audience, you will need to create fresh, exciting and emotionally engaging content.
Get the full picture of your audience
If you are going to build more engaging content, you need to understand who you are engaging with. Understanding each part of your audience – intent, behavior, and interests – is the only way to fully see the entire picture of your audience. With a marketing platform, you can create multi-dimensional audience segments to find a deeper level of personalization that will foster deeper brand loyalty. A platform can build different personas for your audience and shape their experience based on their interests. When you add an item to your Amazon wish list, you will usually see ads for that item (or relative items) pop up in social media ads or get
Utilize your real-time audience data
Once you have a complete picture of who your customers are and what they want, you can begin to utilize the data that you’ve obtained. Update your audience segments accordingly so that each segment is seeing messages that are specific and timely to them. Part of the idea about segmentation is that your audience will receive the exact information that they need at precisely the right time. If you are using generalized or stale information, it results in a disengaged audience. The best way to engage with disengaged audiences is to provide solutions for the issues that they are facing. The data you collect will give you an idea of what solutions your customers need, as well as what they are interested in purchasing.
Activate your audience segments
The only way to get real value out of your audiences is by activating your audience segments. When you segment your audiences, you need to stick to that segmentation plan throughout your marketing and advertising branches. When you use different platforms for each department, there could easily be conflicting or overlapping information for the same customers. Your marketing team wants to build loyal customers, but you don’t want to waste that loyalty by spamming everyone with the information they aren’t interested in.