Creative marketers have access to more data on their customers than ever before, but using this data to drive the creative process can be overwhelming. While digital advertising has typically been focused on campaign performance, marketers have realized how much Data can drive the creative process and output.
Using the idea of a buy cycle as a guide can help determine the type of creative elements to include in your advertisement. This is one way to implement segmentation to target users throughout the buy cycle and deliver contextual creative and messaging.
Awareness: For consumers with less brand familiarity, brands might want to serves ads that exemplify the key brand messaging and creative. This creative type can use more vibrate pictures with less of a focus on specific products that a consumer might be looking for.
Consideration: For consumers who have expressed interest in your brand by visiting your website you should think about creating dynamic ads based on where they have visited. Such as if they visited the boots category you should show them similar products versus those that have visited the dress shoes category. The creative for this segment uses color and strategic product placement.
Purchase: For consumers who have demonstrated intent to buy a specific product, think about showing creative that highlights that product and its unique attributes. Include pictures of the product as well as the price.
As you are exploring ways to combine creativity and data, use the targeting that you are gathering through segmentation of the buy cycle to determine the type of creative elements to include in your advertisement.