Flite is continually working on ways to improve the digital user experience for marketers and firmly believe that achieving 1:1 Marketing is no longer a pipe dream.
Since the advent of digital advertising, marketers have been pining for a way to reach consumers on a personal level, at scale. When emails first got personal, the best marketers could hope for was calling a customer by name. These days, our inboxes are bursting with custom content. For instance, airlines not only use geographic data to offer location-specific flights in email subject lines, but also include the customer’s current total status points to sweeten the pot for potential travelers.
And personalization works. According to one survey, personalization of email subject lines increases open rates by 26%. Of course, personalization has moved far beyond simply calling customers by name; years of A/B testing and mountains of data have gone into the search to find out exactly what makes consumers click. But thanks to advances in real-time analytics, it no longer takes years of careful testing to see how audiences respond. For digital advertising, the time to solve 1:1 marketing is now.
CMPs Are The Key to 1:1 Marketing
Over the past decade, the ad tech industry has created and honed all the necessary pieces to effectively reach our targets. Ad platforms, ad exchanges, supply-side platforms (SSPs), and demand-side platforms (DSPs) are efficient means to transact media inventory. Data management platforms (DMPs) have evolved to add sophisticated data to the equation for real-time decisioning.
Now, creative management platforms (CMPs) have made it possible to add personalization and interactivity to HTML5 ads across mobile, desktop and tablet. A CMP utilizes programmatic technology to help design, serve, and optimize intelligent creative in real time for a more engaging user experience. CMPs have put the final piece in place to make 1:1 marketing and mass personalization a reality.
1:1 marketing in digital advertising means changing the ad itself to match the consumer who’s viewing it. In order to do that, the ad has to be three things: dynamic, tied to user data, and tied to the marketer’s content or assets. All three of those things require a creative management platform.
In other words: CMPs are the glue that ties the whole 1:1 ad tech stack together. They let marketers take data from DSPs and DMPs and apply it directly to creative. Besides allowing marketers to dynamically vary their creative, CMPs allow them to test its effectiveness too—the same way they test different subject lines in emails. Are female runners more likely to click on a sneaker ad that features a green versus a pink shoe? Do travel enthusiasts with families prefer ads for beach vacations or water parks? CMPs let marketers answer these questions, and therefore grow closer to their users. The CMP is an environment where marketers can test, learn, and optimize their creative, then apply the results across all media channels—even print and TV. The result brings marketers ever closer to the coveted 1:1 relationship.
Stay tuned for our next installment of the “Reaching True 1:1: The Modern Marketer’s Reality” series, as we’ll walk you through some use cases on how CMPs can help in 1:1 Marketing. If you’d like to read the eBook, in its entirety, check it out here!