The challenge with marketing at scale
You have millions of customers and tons of (big) data on them. You’ve got a powerful DMP or personalisation tech to target these customers based on their preferences and behaviour.
But this presents a challenge, and an opportunity – how does one create or source enough content to deliver to the masses, based on their preferences.
The world today
In case you didn’t know, the internet is now a giant CRM.
Clicks on websites, social media posts, swipes and touches on mobile apps (or in fact anywhere we move with our smartphone on hand, in our cars or on our daily commute) is being tracked, collected, tagged and disseminated.
The dossier of data collected on your daily digital movements is then used by advertisers, media companies, data companies, social networks, telco’s and others to understand your preferences and habits to provide a more personalised experience.
You recognise this in the form of those persistent (but effective) Amazon product ads that seem to follow you all around the internet, ensuring your purchasing impulses are constantly stimulated.
That’s because all of this data is being analysed, curated and stored, and used to help sell you (and me) more stuff.
This, in part, is the phenomenon known as big data; the deep analysis of large quantities of data to detect trends, gain insights and take action as a result.
The wealth of big data available to marketers, to help inform and direct their strategies, is unprecedented, and growing daily.
All of this big data has resulted in an almighty ability for marketers to understand more about a customer than ever before. They can develop an incredibly deep profile on these individuals based on their digital footprint.
From this, marketers can now create very specific customer groups or profiles and target these groups with tailored messages, or more specifically, great content.
‘Personalisation’ is a buzzword we’ve been hearing a lot of lately, but just like big data, how many marketers are applying true personalisation to their marketing practices? They may be doing it at a surface level, but beyond this point it becomes a Herculean task with many inherent challenges.
Why? Because one of the biggest challenges of personalisation, is having enough content to deliver a compelling, personalised message to the many differentiated customer groups big data creates.
How can marketers deliver a personalised, genuine and authentic connection at scale?
Do they ask their creative agency or internal content team to create 10, 30, or 100 different iterations of marketing creative to suit the intended audience? They could! But they won’t. And they shouldn’t.
Big data needs big content
There is only one real source of big content, and that is user-generated content (UGC).
UGC is big. Over 2.5 billion pieces of it are generated each day.
UGC is authentic, trusted and dynamic. It is comprehensively proven to be more effective than brand content. It’s cost-effective, high quality and practical. The ROI on UGC simply cannot be matched by brand-created content.
Conversion metrics we’ve witnessed with our customers who have run A/B testing with UGC content against branded content include:
- 61% lower CPA (cost per acquisition)
- 40% higher impressions
- 21% lower CPMs
- 25% more Post Likes
- Increased page dwell times
UGC is the most reliable and authentic source of content at scale, accessible by marketers, that can help solve big data’s big challenge.
So don’t create, curate. You can now act on big data and make it work for you, not create more work.