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Digital Marketing for 2020: Letting Consumer Needs Drive Personalization
Ben Joosen (Ipsos)
Marketers are turning to digital micro-targeting to reach consumers with personalized messages – but are they breaking through the clutter? Marketers may know who their consumers are and what activities they engage in, but do they know what drives their behavior? We will discuss an approach that leverages segmentation for enhanced digital micro-targeting.
How? By enriching the behavioral data marketers typically use for micro-targeting (what people do) with their underlying needs and motivations (why they do it).
By linking behavioral data from databases to survey data about needs and motivations, the approach lets marketers develop more needs-based messages, optimize reach, and anticipate responses to new communication.
