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 inspire the creative process and output.
Using the idea of a buying 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 buying cycle and deliver contextual creative and messaging.
Awareness: For consumers with less brand familiarity, brands might want to serve 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 attended the boots category you should show them similar products versus those that have visited the dress shoe 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.
Loyalty: For consumers who have made past purchases, make sure re-engage these folks with a variety of creative messaging, including new products, cross-selling products, and loyalty promotions.
As you are exploring ways to combine creativity and data, use the targeting that you are gathering through segmentation of the buying cycle to determine the type of creative elements to include in your advertisement.