Data received during on-ground activation empowers marketers to personalize the customer journey, fortifying brand loyalty and connection. This encompasses suggesting products rooted in past purchases and predicting churn in the forecasts. Moreover, data facilitates the customization of the website content, adjusting it according to user behavior and interests to target specific audiences. It also enables the segmentation of email marketing efforts, allowing for the delivery of tailored offers matching individual preferences. Additionally, through integrated data sources such as CRM systems or offline data, data-driven product recommendations can be made, leveraging browsing and sales history to enhance the overall customer experience.
Projected to exemplify the increasing reliance on data-driven marketing and brand activation approaches, investments in data-centric marketing channels are anticipated to exceed $36 billion in 2024, representing a notable expansion of 13.9% compared to the preceding year.
What are the different strategies for better PI data on on-ground activation?
- Setting a Clear Plan of Action
- Identifying the essential KPIs
- Segmenting the Audience according to their persona
- Choosing the Right Marketing Channel
5 Ways PI Data Powers On-ground Activation
1) Strategic Audience Targeting
It’s the art and science of identifying the people most likely to be interested in your product or service and tailoring your brand activation messages and channels to resonate with them.
In all of our campaigns, whether it is MT or SAMT, we gather ( with consent) large amounts of PI data for:
- Precision Targeting: This helps ensure that marketing messages reach the most relevant Audience, increasing the likelihood of engagement and conversion.
- Customization and Personalization: We created personalized ads that resonate better with audiences, leading to impressive engagement rates and improved ROI.
- Measurement and Optimization: The provided PI data allows advertisers to track campaign performance accurately and optimise them based on real-time insights.
2) Optimised Resource Allocation
PI data received on On-ground activation can more accurately forecast demand for products and services or relocate the products to a particular location without any loss damage, enabling us to optimize inventory levels and reduce carrying costs. By analysing historical sales data and customer purchase patterns, we allocate resources more efficiently, ensuring the right products are available at the right time and in the right quantities.
3) Personalized Marketing Messages
Personalised messages were crucial, as most of our campaigns had significant sales. This is how we did this:
- We segmented the PI data into distinct groups based on demographics, interests, purchase history, and other relevant factors. By understanding these segments, we created targeted messages on their contacts that resonated with each group’s unique needs and preferences.
- Sampler’s team dynamically adjusts the content of marketing messages in real-time based on individual characteristics or behaviors. Full attention is given to details, creatives, and content to deliver what we mainly want.
4) Adaptive Marketing Techniques
This requires real-time decision-making capabilities to respond quickly to changes in consumer behavior and market conditions. PI data provides the necessary insights to make informed decisions on the fly, allowing decision-makers to adjust their strategies and tactics in real-time to maximise results. Whether adjusting ad targeting parameters, updating product recommendations, or changing messaging based on current events, PI data empowers marketers to stay agile and responsive in a dynamic marketplace.
5) Evaluative Insights for Future Campaigns
By leveraging the data with advanced analytics techniques, marketers develop predictive models to forecast future campaign performance and optimise Brand activation strategies accordingly. These models can help identify which audience segments are most likely to respond positively to specific campaigns or offers, enabling marketers to allocate resources more effectively and maximise ROI.
Real-world Example of PI- Data-Driven On-ground Activation Campaign
1. Audience Segmentation
In a wet sampling campaign, the PI data extracted was analysed on purchase history data along with demographic information (such as age, gender, and location) to identify different customer segments. By examining past campaign performance, we ( Sampler) discovered that younger customers in urban areas are more likely to respond to promotions for easy-to-make foods. In comparison, older customers in suburban areas preferred classic styles of making. With this insight, Samplrr further directs future email marketing campaigns and social media ads to each segment’s preferences, leading to higher engagement and conversion rates.
2. Content Personalization
During our past activity on a ready-to-eat product analysis, we found that users in the 18-35 age group are likelier to enjoy food packed with healthy nutrients. In contrast, users over 50 prefer something light to eat. Based on this insight, we adjusted the recommended recipes to prioritise relevant taste and likeness for each user segment, increasing user satisfaction and retention.
3. Performance Measurement
Our in-house BTL app service tracks past promotional campaign performance, the events’ success rate, and inventory management to assess campaign effectiveness. By comparing performance across different destinations, we can identify trends indicating which destinations are most popular among customer segments. Armed with this insight, the Samplrr agency can tailor future promotional campaigns to highlight destinations likely to resonate with specific audience segments, ultimately driving higher conversion rates and revenue.
Also read: “How Is Digitalisation Changing The Way Of On-Ground Activation?“
Conclusion
In all cases, the PI data served as a backbone for our analysis, which produced our results. Aggregated data, behavioral targeting, and customer segmentation can provide valuable insights while respecting user privacy. Additionally, zero-party data collection allows customers to share their preferences, fostering a collaborative approach voluntarily.
The future of data-driven marketing lies in balancing effectiveness and ethics. By prioritising responsible data practices and leveraging alternative strategies, companies can unlock the power of data for success while ensuring user trust remains at the forefront.
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