One of the many struggles we face as we gear up our marketing for real-time execution is how to formulate campaign creative to meet the hyper-personalization demands of the customer without “killing” the creative teams.
Is Your Campaign Creative Ready for Real-Time?
Real-time marketing demands a different type of thinking when it comes to creating campaigns and creative, and it is not just about volume. It is about relevant and meaningful messages for a segment of one, at scale.
Campaign management systems can help, but how do you know what creative you will need? The first thing we need to recognize is the old push or calendar driven batch and blast product creative just doesn’t work anymore.
Traditional campaigns, at best, have versioning of one message. We need to shift our thinking to personalized customer driven creative, that engages the customer with creative messages that show we understand each of them and care. This requires us to understand both the big picture — the full extent of the customer journey — and be prepared to, in real-time, deliver personalized messages, at scale, when and where the customer is ready to receive them.
Personalized Campaign Creative Does Not Mean Unlimited Options
The way to deliver personalized campaigns without getting into a downward spiral of creative options is to shift our thinking from product events to events based on a customer’s behavior – both current and predictive using our understanding of the customer journey –- for example, next best action.
To deliver personalized creative, we not only need a content management system, allowing us to have a library of images and copy, but also a cross channel engagement and a customer data platform to make hyper personalization and real-time campaign creative a reality.
To find out more about how to personalize campaign creative for real-time download our latest eBook, The Value of Context, Cross-Channel and Real-Time Capabilities: Advancing Marketing’s Productivity.
About VeraCentra: Marketers everywhere want to use data to implement more modern customer engagement strategies. But there can be many obstacles standing in the way of success. That’s where we come in. VeraCentra provides easy-access Customer Data Hubs. We represent best of breed Cross Channel Engagement Platforms (so marketers get the right fit) and offer the Marketing and Data Services that guarantee speed to value and quick win ROI from technology investments. We deliver these solutions with an unmatched wholehearted approach bringing personalized support, care, and service to every client. That’s why many of our client relationships span more than a decade.