Take It Personally

Whilst the idea of personalised communication isn’t exactly new news, we in Create think this will grow to pretty epic proportions.

Not sure about personalised marketing? What if we told you content featuring a targeted call-to-action performed 178% better than a generic call-to-action. Not only do these personalised messages deliver better performance, they are also preferred by customers. 50% of U.S. consumers say they prefer receiving personalised marketing messages and 91% are more likely to shop with brands who send personalised offers.

As the volume of branded content across platforms continues to grow, so too does user ‘blindness’ to content that doesn’t immediately resonate.  This increasingly competitive environment for consumer attention will force brands to invest more time, resource and money in to content that is crafted to meet the preferences and behaviours of specific groups of consumers.  The ability to deliver this content is driven by both user preference, but also more sophisticated targeting technology.


Firstly, via data collection: Using data to better understand your consumers provides the stimulus for a content strategy that more accurately caters to their actual desires.

Alternatively, a technology solution: For example, dynamic creative optimisation (DCO) is a set of technologies that massively simplifies the process of tailoring content experiences for consumers in real-time. With this capability, advertisers can reach target audiences with potentially infinite unique creative variations that cater to the specific user being served the ad, without the legwork you’d expect.

What’s more, the emerging ability to use DCO in native advertising campaigns brings a powerful tactic, enabling brands to tailor each component of the content their audience is exposed to. Marketing is hopefully about to become far more relevant, and therefore hopefully both more effective and worth your audience’s time.


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Michelle is Executive Director of Create in EMEA.

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