Trends & Insights
Personalized marketing: Win your customers’ hearts with data
February 22, 2024
Sehee Cha

When you first sign up for a new service, you'll notice that an increasing number of apps and websites are asking about your interests and tastes now more than ever. Customized information based on our entered likes and interests has become so familiar that we almost take it for granted.

Let's take a look at why personalized marketing is still important after all these years, and how you can better leverage this valuable information from your users.

Why personalized marketing continues to be important

Personalized marketing allows businesses to identify the interests and tastes of their customers, enabling the delivery of tailored messages.

Personalization is a key strategy for marketers because it offers several benefits. Personalization allows customers to get offers and information that match their preferences, enhancing their trust and loyalty towards the brand. It lets businesses send the right messages to the right people, cutting down on advertising costs. Satisfied customers are more likely to come back, and brands that become viral can gain a competitive advantage in the market. 

Embracing individuality and diverse preferences

There has been a tendency for averages to become less relevant and traditional means of calculating averages becoming obsolete recently. This reflects a shift from following mainstream tastes to embracing individuality and diverse preferences. Instead of simply categorizing users by demographics like gender, age, or location, it's essential to recognize the unique wants and needs within those groups. While analyzing common characteristics remains important, it's now more crucial than ever to tailor approaches to accommodate individual tastes.

Changes in response to privacy enhancement

In recent years, a significant focus in the digital marketing industry has been on privacy enhancement. Another major change is expected in 2024, as Google plans to discontinue support for third-party cookies. Third-party cookies, which are snippets of user data from various online sources, have raised privacy concerns. Once this change takes place, traditional marketing methods reliant on third-party cookies will no longer be viable.

As an alternative, ‘first-party data’ is gaining prominence. First-party data collection allows companies to gain deeper insights into user behavior directly through interactions and tools like surveys while respecting privacy. You can use it to personalize everything from marketing campaigns like emails and push notifications to customer experiences within your service. Personalizing the experience increases loyalty and conversion rates for your service.

👉 Learn more about the privacy landscape of 2024 and Google's third-party cookie phase-out

From personalization to hyper-personalization

It's time to move beyond personalization to hyper-personalization. This strategy employs artificial intelligence and big data to craft extremely targeted offerings for each customer. Unlike basic personalization, which might simply suggest appealing products, hyper-personalization analyzes user activity and purchasing patterns, forecasts buying moments, and delivers timely messages to meet customer desires. 

Hyper-personalized marketing is growing in popularity as it identifies and anticipates the unique needs of individuals, often before they are aware of themselves. This approach leads to more conversions by leveraging detailed behavioral insights. The potential for technology to advance marketing strategies is truly exciting. 

Personalized Marketing: Hands-on tips to improve

Create audiences to target ad campaigns 

How can you refine your personalized marketing efforts? Once you've successfully acquired new users with your initial campaigns, keeping them active and engaged with your app is crucial. To maximize retention and boost customer lifetime value (LTV), consider executing ad campaigns targeted specifically at audiences identified through personalized marketing strategies.

Airbridge simplifies the process of creating and defining target audiences based on comprehensive data collected via its SDK. You have the flexibility to identify audiences based on specific actions, such as app installs, opens, and membership signups. Furthermore, you can customize your audience segments by combining multiple criteria to meet the unique needs of your service. Once set, these audience conditions are automatically saved, allowing for easy re-use and modification.

How to set up target conditions in Airbridge’s Audience Manager

Merge your extracted data with first-party data for in-depth analysis. It's also possible to create custom audiences automatically in sync with specific ad channels and third-party solutions, facilitating efficient user acquisition through retargeting, detargeting, and lookalike audience strategies. Achieve effective personalized marketing quickly and effortlessly, without additional workload on your developers and marketers.

👉 Airbridge's Audience Manager uses Luft, a self-developed database that allows you to work 20x faster than other solutions. If you'd like to learn more about how to create and extract audiences in Airbridge, check out our guide.

Designing personalized user onboarding flows using multiple solutions 

Integrate various solutions to create personalized onboarding experiences for new users. For instance, you can target users based on their interactions with specific campaigns or creatives by transferring app install and deep link attribution results from Airbridge to a customer engagement platform like Braze. This targeting is based on the attribution data, enabling the delivery of personalized messages.

Queenit showcases this by integrating Airbridge with Braze to segment users effectively. Marketers can, for instance, offer a 10% discount to users who discovered Braze after engaging with a specific ad campaign. Additionally, this data enables the creation of targeted campaigns to boost repeat visits, distribute coupons, and send push notifications to users with pending cart items. Leveraging these solutions collectively enables the ongoing refinement of personalized CRM flows for enhanced effectiveness.

How to integrate Airbridge and Braze for personalized marketing

👉Learn more about how to integrate Airbridge and Braze for personalized marketing campaigns

Marketing strategies are rapidly evolving alongside current trends. If you're looking for ways to stay on top of the trends using a variety of solutions, talk to Airbridge's full-funnel marketing experts.

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Sehee Cha
Product Marketing Manager
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