Today, consumers expect personalized experiences from brands, regardless of channel. The promotional emails they actually open and read should feel as customized as the service they receive at stores they frequent. Yet according to a recent Segment study, only 22% of consumers are satisfied with the degree of personalization they receive from marketers. What are we, as marketers, getting wrong? How can we be better at giving people what they want?
The Buyer Persona Only Gets You So Far
Savvy, results-oriented marketers are deliberate and thorough in defining their buyer personas in order to inform their marketing campaign decisions. For instance, we’ll invest in data analysis to provide intelligence around behavioral trends, likelihood of interest, and demographics, to name a few. We may hold focus groups to understand the nuances in personal preferences and psychology of buying. Internal surveys may illuminate challenges, concerns, or trends apparent to the people who interact with customers directly. And the list goes on.
Understanding the buyer persona helps us determine the marketing channels we choose to use, the specific messages we broadcast, and audiences who will see those messages.
With so much emphasis and effort dedicated to identifying and understanding the target customer and then orchestrating the campaigns and corresponding messaging, we would hope that message is getting to just the right audience for the greatest ROI and campaign revenue.
Marketers Aren’t Targeting Who They Think They’re Targeting
Unfortunately, it’s easy for B2C marketers to overlook discrepancies between the buyer persona, the campaign messaging, and the individuals their campaign actually reaches. One reason this happens is that we’re often targeting consumers with data that’s based on their personal-level attributes alone.
For example, say you’re selling a smart baby monitor and you want to target tech-savvy, working, young parents who value innovation. You might use your data provider to pull together a custom segment that includes individuals who fall under these categories:
- Lives in one of the top five major U.S. cities
- Between 27 and 40 years old
- Recently purchased two or more baby-related products
This is a pretty targeted audience segment. But to really hone in on an audience likely to buy, it’s helpful to know their job title, industry, and workplace. Those data points will give you a better idea of their income bracket and thus their willingness to invest in a smart baby monitor and tell their network about how much they love it.
With that in mind, here are a few more attributes to layer in:
- Job roles in product, marketing, or engineering
- Mid- to senior-level job titles
- Employed at the world’s fastest growing tech companies
Your marketing can pay dividends by adding in this information about what your audience is doing during the other half of their waking hours.
Want to learn more? Watch How B2C Marketers are Sharpening Their Targeting with Professional Data, a webinar featuring LiveRamp and Dun & Bradstreet.