Personalized content is one of the reasons that advertising is so successful. Long gone are the days when advertising was simply informational. In the beginning, advertising’s aim was solely to educate consumers. Ads presented information and hoped that the person seeing them would have a need for their product.
Today, advertising is much more than informational. It entertains, excites, amuses and plays on our emotions. It includes music, animation, special effects and celebrity endorsement. And, the goal is now to create a personal connection between you and the brand or product that’s being advertised.
When it comes to advertising, personalized content is one way to establish that connection between your brand or product and potential customers. People want to feel that your product offers a solution to one of their problems. They want to see themselves wearing, using and owning your product.
Creating personalized content means that your message will be more closely targeted to each consumer. You may do this including their name and location in your newsletter. Or, you may create personalized content by including images they can relate to. For example, if your product targets women in their 30s in an upper-middle-class income bracket, you should include other images they can relate to.
A car advertisement may include people that are dressed in a certain way or a shopping bag with a favorite store’s name printed on it sitting on the back seat. An athletic shoe ad may include music that their target market can identify with. This content is more personalized to their preferences than an ad that targets a broader demographic.
By personalizing the advertising content you create you are more likely to engage with potential customers in a way that makes your message meaningful. By making your message meaningful to consumers, they will be more likely to believe they need your product which will result in more sales and repeat customers.