Challenge
A beverage manufacturer was incurring significant costs due to ineffective advertising that consistently failed to reach its intended target audience. The company decided to overhaul its strategy by implementing "smart ads" that could automatically tailor content based on the unique interests and behaviors of individual customers.
Action
The company deployed Marketing Automation to achieve hyper-personalization in its advertising:
- Data Collection on Consumer Behavior: The iPresso system was used to collect and monitor data on customers' viewed products and content interactions. This information was crucial for personalizing the subsequent messages.
- Dynamic Segmentation: Users were divided into flexible, dynamic segments, including:
- Premium Product Enthusiasts: Individuals browsing high-end or high-quality beverages.
- Health-Conscious Parents: Users specifically interested in children's products labeled as "sugar-free."
- Large Package Fans: Customers who had previously purchased 1.5-liter and 2-liter bottles multiple times.
- Creation and Sending of Dynamic Ads: The manufacturer designed comprehensive Marketing Automation scenarios. The system dynamically selected ad copy and creative elements based on the consumer's segment and behavior, triggering messages only when the consumer performed a specific action.
- For instance, lovers of new products saw ads for the latest beverage collection, while parents received information about a special line of sugar-free fruit juice with engaging, colorful graphics for children.
- "Here and Now" Promotions (Geo-Targeting): Dynamic ads were also used to include current local promotions, displaying them exclusively to consumers who resided near a specific, participating retail store.
Results
The implementation of dynamic and personalized advertising delivered immediate improvements in efficiency and sales:
- Click-Through Rate (CTR): The company saw a significant 22% increase in CTR.
- Product Purchases: The overall number of product purchases rose by 20%.
- Average Order Value (AOV): The average value of customer orders increased by 13%.
- Marketing Cost Reduction: Thanks to the improved targeting and reduced waste, the company's marketing campaign expenses decreased by 14%.
