What can be personalized in advertising and how to do it

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Research by Magna and IPG Media Lab confirms that personalized ads can increase CTR by 90%. However, to increase conversion, ad personalization must be approached wisely. In this article, we will examine in detail the methods of implementation in the marketing strategy.

Table of contents

Today, advertising systems allow you to segment azerbaijan telegram number database your audience by many different parameters. Here are the main ones:

demographic (gender, marital status, age, income level);
geographic (city, region, specific location);
behavioral (new/old users, purchase history, interests, frequency of site visits, etc.);
seasonal (holidays, weather and important events).
But that's not all. CRM marketing provides more opportunities - working with the current customer base. As a rule, companies have a lot of information about customers, so the following parameters are added to the above:

average check. Customers with a high check can be offered premium products, while those with a low check can be offered discounts on basic goods;
time of last interaction. If a lot of time has passed since the last purchase, you can remind them of yourself by offering a discount upon return;
brand loyalty. Loyal customers can be offered exclusive offers, and those who buy rarely can be given bonuses for repeat purchases;
payment methods. For example, users who frequently use installment plans may receive personalized offers with similar terms;
activity in the loyalty program. Participants with a high status (silver, gold, platinum) can receive unique conditions and privileges.
So, what to personalize in advertising depending on these parameters?