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Accelerating the Buyer’s Journey with Jack Paxton
How to Scale Customer Journeys through Segmentation and Personalization with Jack Paxton
When it comes to ad marketing, brand owners must value and tap into the diversity of the customer pool. According to Google, a whopping 9 in 10 marketing leaders believe that customer personalization and customer segmentation significantly contribute to business profitability.
With various social media platforms, personalized ad marketing has risen. And by channelizing customers’ perspectives, marketers can skyrocket their marketing efforts to enhance customer journeys.
In a recent episode of our podcast series, ‘Spilling the Magic Beans,’ Satish Sirur from Rocketium had an intriguing conversation with Jack Paxton, the Co-founder of Vyper—a marketing tool that helps brands create engagement using viral giveaways.
What Makes Customer Segmentation the Secret Recipe for Success
According to Google, 61% of people expect brands to tailor experiences based on their preferences. However, based on his experience of creating and executing strategies for customer segmentation, Jack says that the biggest mistake many brand owners make is not segmenting their users into ‘potential’ and ‘existing ‘clients.
Advocating the importance of audience segmentation in ad marketing, Jack says:
“What I really encourage a lot of people to do is; when you’re creating marketing campaigns, when you’re creating email drips, when you’re creating videos or images and that sort of thing, always think about which segment is this getting created for?”
Personalized campaigns help the brand owners know for whom they are targeting, the ‘prospecting segment’ or the ‘remarketing segment.’
Jack explains that if it is a ‘prospecting segment,’ they need to cater to someone who is entirely novice about your brand.
However, if it is the ‘remarketing segment,’ who already knows you, all you are trying is to get them to purchase, sign up or submit timely forms.
Depending on the segments, the nature of content and visuals change.
Customizing content for client segments
Regarding the difference in content for both the segments, Jack explains one needs to keep in mind the difference in the ‘purpose’ or the ‘expected call to action’ while addressing these segments.
For example, for the ‘prospecting client,’ the agenda is to grab their attention and stop scrolling. For this, entertaining content works better than informative.
While on the ‘remarketing’ side, the content needs to be a bit informative, explaining the brand’s products and services and what value these can add to the customers’ life and experiences.
Regarding the other aspects that matter while targeting the different audience groups after customer segmentation, Jack lists the below factors:
- Person’s persona
- Relevancy to the customer
Measuring the performance and refreshing creative content
As a marketer, you need to think about another factor while trying to cater to the two segments after the initial customer segmentation is donr: ‘prospecting’ and ‘remarketing’ are the performance metrics.
When it comes to measuring the results of the personalized ads, first, one needs to understand the end goal. The most common goals of any marketing campaign will be either:
- A purchase, or
- Sign up
And for measuring the performance, you need to check the following:
- On-platform metrics
- Off-platform metrics
While on-platform metrics tell the number of likes, shares, hits, post savings, and commenting on social media and google ads, the off-platform metrics are about submission of contact information on the landing page or purchase on the web.
On-platform metrics help the marketers understand what is working in content, visuals, or your value proposition. On the other hand, off-platforms metrics tell what improvements can be done in terms of collaterals to encourage action from the customers’ side.
Paxton further adds that testing the creatives’ performance helps in content revival and in ensuring the kind of collaterals that work and don’t work. Based on this, new creatives can be reworked.
Understanding the analytics
Jack spills some secret tips about how in his own company, they try to decode the analytics based on engagement, click-through rate, comments, shares, post-sales reports, etc.
Preparing data studio reports and studying the top ads help them understand better which ones have the best ROI and ROAS and the most engagement.
While understanding the performance analytics of ads and the posts, reviewing the on-platform and off-platform metrics play an important role.
While the on-platform metrics are more accessible for creative review, the off-platform metrics, because of the attributions like windows and iOS updates, are a bit harder to analyze.
Hence the key is to start with analyzing the on-platform metrics and then shift to off-platform metrics to understand the ROAS on your website, bounce rate, time spent by the users, etc. As per Jack:
“Good marketing professionals will take a look at all these things, and that’s why they will be able to come up with good ads.”
Harnessing the Technology for Creative Production
Talking about the importance of technology in creating different kinds of visual content and the challenges involved in it, Jack says:
“The fight for data is a massive problem in the marketing world.”
He explains that things have become tougher for marketers and advertisers with developments like frequent iOS updates and Apple restricting information.
Unraveling some facts about how they at Vyper use technology, Jack explains that they pull off data from the entire ad networks and then collate them in a report. He also shares how they use interfaces like Supermetrics Google Data Studio Airport.
Talking about easier ways to channel and record ad performance data, he advocates using UTM tags and Google analytics for every ad created and an email sent.
He also emphasizes solid naming convention and ensuring that you add campaign name, ad set name, and ad name at the end of your URLs for your ads, and while creating UTM tags,
“And that’s going to make filtering that information in Google analytics super easy to see which creative is working and which creatives aren’t,” Paxton says.
In conclusion, Jack says that running tests is crucial to understanding what works in terms of creatives, tags, and visuals. And while doing these tests, one must take note of the performance data in Google Analytics.
In the end, marketers need to ensure there needs to be a balance between ‘creativity’ and ‘targeting,’ as usually both don’t go hand in hand.
Usually, the creative people don’t necessarily look at data, and the media buyers don’t look at the creative very well. And here comes the role of a good marketer to make a bridge between the two. He says:
“Once you find the bridge, it’s easier to keep scaling and growing perhaps through.”
Here, automation of marketing campaigns can play a significant role. According to a survey report on ad personalization, 66% of marketers said they don’t have the resources required to execute their personalization programs.
In that way, the only logical way to enable personalized ad campaigning for such a diverse audience is through automation and artificial intelligence.Rocketium, a creative management platform, can help you create visuals instantly, launch multiple marketing campaigns and collaborate at a global scale through its easy-to-use solutions. Book a demo today to know more about us!