1. Precision in targeting:

The success of any marketing campaign lies in its relevance to the audience. Enriched data allows you to segment your audience more precisely, ensuring that your message reaches the right people. This targeted approach increases the chances of conversion and customer satisfaction.

Tip: For instance, if you need to start from scratch, you can use this audience segmentation approach using Meta ads as an acquisition channel to collect data:

🎯Broad Audience Segmentation:

• It is essential to start with a ‘broad’ ad set. This enables the algorithm to identify the correct target audience.
  
  

🎯Lookalike Audience Segmentation:

• Leverage data from previous campaigns.
• Create ‘lookalike audiences’ for those who have already converted. This strategy can significantly enhance the chances of attracting potential quality leads.
  
  

🎯Interest-based Segmentation:

• Finally, focus on an interest-based ad set using Meta’s tools.
• By targeting users interested in “YOUR BUSINESS RELATED TOPIC”, for example, the chance of attracting relevant and interested users will significantly increase.

This segmentation strategy example serves to increase quality traffic to the interactive site, where visitors have the opportunity to engage further with an interactive game or format.

2. Improved Personalization:

Personalised marketing is no longer a luxury but a necessity. Enriched data enables you to understand your customers’ preferences, behaviours, and interests. This, in turn, allows you to create highly personalised content and offers, fostering a stronger connection between your brand and your audience.

A fascinating trend emerges: consumers are eager to open their wallets for brands that strike a chord with them. Recent studies reveal a telling truth – consumers, particularly Gen Z, express a willingness to loosen their purse strings when offered personalised experiences. However, here’s the twist: while consumers crave these tailored interactions, there’s a disconnect between what they desire and how brands attempt to deliver it.

The crux lies in the desire for a personal touch during the purchasing journey without feeling like they’re under constant surveillance. It’s a delicate balance. Consumers want the warmth of a personal touch but recoil from the sensation of being tracked, particularly through the intrusive mechanisms like cookies.

Here’s the rub: brands, aiming for personalization, often rely heavily on tracking methods instead of fostering genuine conversations to achieve this sought-after level of connection. It’s an intriguing conundrum, where the aspirations of consumers clash with the strategies brands currently deploy to meet those aspirations.