创造性个性化：神话VS现实（英）

Creativepersonalization: vs.reality Separating fromhardfactswhiledispelling13misconceptionsaroundthepowerofdigitalmarketing TableofContents Introduction3 Myth1:Personalizationmessagingdoesnotreallyapplytoourbusiness9 Myth2:Personalizationdilutesbrandconsistency10 Myth3:Personalizationisaboutgettingtoone-to-onemessaging11 Myth4:Personalizedmessagingcomplicatesmymediaplan12 Myth5:Personalizationlimitsscale.13 Myth6:Personalizationisalower-funneltactic14 Myth7:Personalizationisanall-or-nothingproposition15 Myth8:Personalizationisallaboutopenwebdisplay16 Myth9:Dynamictemplatesaretoolimiting17 Myth10:Personalizedmessagingwillconstrainourcreativeproductionteam18 Myth11:Personalizedmessagingwilltaxourcreativeproductionteam19 Myth12:Personalizationmeansmoreworkforouradopsteam20 Myth13:Gettingpracticalinsightsfrompersonalizedcreativeischallenging21 Conclusion22 Introduction Inaworldofmediafragmentation,creativepersonalizationisthekeytounlockingthefullpotentialofdigitalmarketing.Ithasbecomeamust-havestrategyforbusinesseslookingtostaycompetitive. However,therearepersistingmythsthathavehinderedadoptionandinnovation.Manyofthesearisefromoutdatedbestpractices,misinterpreteddata,orevenjusthearsay.Tocombatmisinformation,it’simportanttostaycurrentonthelatestresearchandapplications. Inthisguide,wedispelthirteenofthemostcommonmythsaboutpersonalizedcreativeandoffersomereality—insightsandstrategiestohelpbusinessesreaptheenormousbenefitsofadtech. Fromconcernsaboutcomplexity,tofearsaboutlosingcreativecontrol,therearemanymisconceptionsthatcanstandinthewayofsuccessfulpersonalizationefforts. Byunderstandingtherealitiesofpersonalizedcreative andadoptingbestpracticesforimplementation,brandscanunlockanewlevelofengagementandloyaltywiththeircustomers. Perhapsoneortwoofthesemythssoundfamiliar.Perhapsallthirteen.Eitherway,resistancetoleveragingthefullpowerofcreativepersonalizationismisguided. Consumerstodayarebombardedwithaconstantstreamofadvertisements,fromTVcommercialstosocialmediaadstoproductplacementsintheirfavoritecontent.Withsomuchnoiseintheadvertisingspace, itcanbechallengingforbrandstobreakthroughandcapturethestrictattentionofcustomers. Thatchallengeissolvedviapersonalizedadvertising,wherebrandstailoradstospecificindividualsbasedontheirinterests,behaviors,anddemographics. Bydeliveringmorerelevantandtargetedads,creativepersonalizationhelpsbrandscutthroughtheclutterandconnectwithcustomersonadeeperlevel. Andpersonalizedadvertisingisn’tjustgreatforbrands.It’salsosomethingconsumerswant.Studiesshowmostconsumerspreferpersonalizedadvertisingexperiencesandaremorelikelytoengagewithadstailoredtotheirinterestsandneeds. Creativeisthemostimpactfulandinfluentialcomponentofabrand’smarketing Contributiontosalesliftfromadvertising 56% Creative Reach Brand Targeting Frequency Context Source:Nielsen Consumerswantpersonalizedexperiences Memorableconnectionsrequirecuratedmessagingrootedinindividualbehaviors,preferences,andhabits 71% ofconsumersexpectcompaniesto deliverpersonalizedinteractions 66% ofconsumersareinfluencedtobuyaproductforthefirsttimebymessagestailoredtotheirneeds 78% ofconsumersaremorelikelytomakerepeatpurchasesfrombrandsthatpersonalize Source:McKinsey Ourclientshaveexperiencedthebenefitofpersonalizationfirst-hand Acrosscategories,ouradvertisingpartnershaveshownaliftinmetricsspanningbrandperceptiontoengagementtoconversions 574% Lift 246% Lift 60% Lift 23% Lift 106% Lift PersonalizedcreativeStandardcreative ROAS Onlineactivity Cost-per-acquisition 70% LowerCPL 25% LowerCPA Cost-per-lead Onlineconversions Engagement Onlineconversions Yetlessthan10% ofpaidadimpressionsarepersonalized Source:Mediaocean Whyarelessthan10%ofpaidadimpressionspersonalized? Mostlyduetomythsandmisconceptions,whichoftenstemfromfalseassumptionsorincompleteinformation. So,onebyone,let’sdebunkthem. Reality Thereisalwaysanopportunitytopersonalizemessagingtoyourcustomers,evenwhen itseemsmostunlikely. Personalizedmessagingdoesnotreallyapplytoourbusiness Wedon’treallyseeanyviableopportunitiestoapply personalizedmessagesacrossanyofourbrandsorcategories Everyoneisacustomeroftoiletpaper…yetthereisstillawaytocommunicatearelevantmessagetospecificaudiences. •Collegestudents:Budgetconscious •Homeowners:Fewerclogs Collegestudents Homeowners Smallbusiness •Smallbusinessowners:Long-lastingroll Personalizationdilutesbrandconsistency Personalizedmessaginginterfereswiththeprocessof“refreshingandbuildingmemorystructures” Reality Usingcreativeframeworks,youdon’thavetotradebrandrecognitionforrelevantmessaging. Thecreativeframeworkisresponsiblefordefininghow yourcontentisdisplayed,moves,andreactsinadynamicad. •Itconsistsofbothstaticelementsthatareconsistentacrossadsanddynamicelementsthatarepersonalizedfortheaudience •Thestaticelementsarewhatenableyoutorefreshandbuildmemorystructures(recognition)acrossallads •Thedynamicelementsenableyoutopersonalizethemessage Personalizationallowsbrandstomoveawayfromone-to-allmessaginganddeliverrelevance atagranularitythatismosteffectiv