Digital marketing, such as advertisements, we see are like works of art. Creative directors are tasked with composing a variety of elements from realism to sound composition, to developing an advertisement that will grab your attention, keeping your interest, instilling desire, and demanding action. The difference between art and advertising, is art is meant to be enjoyable, whereas an advertisement is meant to fulfill a monetary purpose. In today’s digital world, creating advertisements can get even more complex, such as adding in a layer of augmented reality, that will engulf the targeted customer into an entire experience. The problem creative directors have, is to build multiple works of art that will appeal to a variety of different personalities to drive the same end goal.
Using Data to Develop Marketing Content
True personalization is creating a group segment audience of 1. This is also known as ‘nirvana’. The challenge that presents itself here is that no two individuals are alike. Even the most extreme identical twins have a small degree of variation in their personalities. I want to talk about a concept that I like to call ‘Deep Data’. I want to differentiate this from Big Data, because I think Deep Data as a descriptor to determine a person’s psyche.
There are plenty of Big Data sources available to help creative directors build ads based on high-level segmentation. Understanding demographics, can help creative directors determine basic cultural differences, and develop advertisements that will fit in various markets. Where it starts to become tricky, is gathering the deep data sources. It’s much easier to figure out where someone lives vs. the emotional intelligence of that individual. The other challenge, is most people are willing to give up demographical information, but any info that would be seen as compromising to the person is much harder to attain.
This is where digital trust is crucial if we want to progress towards true personalization.
Gathering Deep Data
Between beacons, IP addresses, learning algorithms, cookies and surveys there are plenty of strategic ways to gather information about a person. The problem, is all this data gets collected and stored in various systems and there isn’t a current solution that combines them all into one. The other issue presented here, is tracking the success of individual campaigns. There are ways to track open rates, impressions, click through’s and conversions, but what this data doesn’t tell you, is why an ad didn’t work with those that didn’t convert, and why it worked with those that did.
As we move towards Nirvana, creative directors and marketers will need to be able to understand each individual and know exactly which mixtures of messages and content will create the efficacy that every business wants without losing the consumer’s trust.