Digital marketing: the triumph of personalization

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A key advantage of online marketing over traditional marketing lies in audience segmentation (targeting) and retargeting , methods that allow you to tailor any tactic to the recipient. To do this, when you want to launch a search engine advertising or display marketing campaign , the first and most important step is to define the target audience you are targeting.

Personalization 3.0
Various segmentation techniques make it possible to collect information about the online behaviour of individual users, which can then be used for advertising campaigns in the online medium. This prevents a 30-year-old woman with an interest in music from constantly receiving advertising for a DIY brand. The basis is made up of millions of data points stored online psychiatrist email database and combined with each other. We always leave a digital footprint that marketing strategists use to develop their strategies. This is made possible, above all, by Data Management Platforms , which collect the data that users leave online, for example by evaluating cookies. These platforms are like large warehouses that store and examine customer data and make it available at the time of an advertisement, helping marketers to reach exactly those users who make up their audience and not others.

Comprehensive measurement and evaluation of results
Digital marketing allows for detailed monitoring of the performance of an advertising campaign. Various analysis and monitoring tools can be used to find out who sees and clicks on an advertisement. In the offline sector, on the other hand, there are few ways to measure the success or failure of a campaign. In the case of outdoor advertising, for example, it is only possible to estimate the number of people who see it visually. Finding out how many of these people buy the product they have seen advertised could increase the budget for carrying out consumer surveys. In the digital sector, on the other hand, constant evaluation is possible: not only can the click rate on a given advertisement be measured, but also the conversion rate, which indicates how many people have bought a product based on the advertisement.

Real-time reaction
These precise measurement options enable online marketing departments to gain an almost immediate impression of how consumers perceive a particular advertising medium. If an advertisement or blog post receives a mostly negative response, it is possible to react quickly, because in the online sector, advertisements can be modified or exchanged within minutes, in social networks, users' feedback can be responded to in real time, and texts can be modified without much effort – unlike in the print sector, where any marketing mistake remains tied to paper forever. Social networks also become a valuable tool for online marketing, offering the advantage of being able to establish a dialogue with the customer in real time and react spontaneously to current events.