Delivering personalised content drives more conversions and engages audiences far more effectively than generic content. To create targeted content, businesses must gain a deeper understanding of their target audience and tailor their content to provide consumers with content that resonates with them.
Targeted content creation often takes a significant amount of time compared to a more generic approach, but the increased efforts are justified by improved marketing results.
Creating targeted content requires customer segmentation to divide a customer base into groups based on their shared preferences, interests and behaviours. These segments are then used to send targeted content that meets their specific needs.If you are wondering where to get started with customer segmentation, the first place to start is to assess which tools are available to assist you. One option that you might want to consider is DAM, which can work in conjunction with other tools such as a CRM system.
These are some of the ways that DAM enhances customer segmentation:
Once you have defined the segments that you want to create for different audience groups, a DAM system allows you to tag assets based on the segment. For example, if one of your segments is “women interested in running” all related assets such as images, videos and product documents can be tagged with this segment title.
When the creative team is working on marketing materials for this audience, all the relevant assets can be easily retrieved using the search functionality. Asset tagging can be done manually or you can use AI-powered tagging to make the process more efficient and consistent.
The area that usually takes up the most time in customer segmentation for targeted content is creating multiple asset versions to resonate with different audience groups.
With DAM, you can use design tool integration and automated marketing tools to speed up the creation process. For example, you can display different homepage banner content targeting your defined customer segments. Working from a branded design template, you can quickly create multiple versions of the banner and automate the publishing process for the required customer segment.
DAM can provide advanced analytics of the performance of campaigns for various segments, enabling the marketing team to quickly assess what is working well and which campaigns are not as successful. They can then adapt their campaigns using the data to improve success rates. Rather than waiting for sales reports, instant access to asset performance provides real-time monitoring for faster content creation workflows.
These are just a few ways that DAM can help improve customer segmentation strategies, but DAM is constantly evolving to deliver unlimited improvements to creative workflows. Find out how DAM can boost your marketing results by booking a demo with our team.
