How Dynamic Campaigns help in Marketing’s New Normal
By Dave Rosowsky, COO at Joystick Interactive
With the world changing seemingly day-to-day, marketing has never had to move faster. Sentiment is changing with each news cycle. Consumers are adapting quickly. Gone are the days of rigidly adhering to your long-term planning. With sudden shifts in consumer behavior, marketers need to be able to react and pivot in real-time to find the right way to engage with customers.
All too often, we’ve seen advertisers halt their digital campaign so they can change their messaging or replace an image that’s no longer appropriate. But who can afford that kind of downtime to go back into production when things are changing so rapidly?
This is where a dynamic campaign can help. Dynamic creative can be a great tool in your arsenal to help you respond quickly to shifts in the market and how your customer is reacting to them. We can expect the recovery to be one of peaks and valleys, and every brand needs to be prepared for fluctuating consumer demand.
The benefits of dynamic ads are many — from its advanced use of data to its time-saving efficiencies. Here are some key ways it can help you message with precision in today’s new normal.
Message to the moment
Make sure your content speaks to the moment. Dynamic campaigns offer a lot more flexibility than static display ads. It can help you be agile with your messaging while saving time and money on production costs.
The term ‘dynamic’ refers to the ability to dynamically pull in content into a display ad, which is not unlike how a content management system works for websites. With a dynamic campaign you can adjust your message or imagery on the fly, re-traffic the units and be live the same day.
A recent study reported that 77% of respondents said they wanted advertising to “talk about how the brand is helpful in the new everyday life,” so it’s especially important that advertisers find where they fit into their customer’s lives and speak to that. But it’s never a case of one-size-fits-all, so a dynamic campaign can help you achieve relevance based on specific consumer behaviors and audience segments.
You can do this in a few ways. First, you can activate your own first party data or that of a publisher or platform. Second, you can target your messaging based on in-market audience signals and intents that are available.
Basically any data signal an ad can receive can be used to dynamically adjust its content. But ultimately, understanding your audience, building audience clusters that are meaningful, and then personalizing creative to those audiences is how you’re going to achieve relevance and connect with them.
Take a localized approach
It’s more important now than ever to be hyperlocal and get the message right. Another key benefit of a dynamic campaign is that it can be set up to tailor your messaging based on geo-location or zip.
Geo-targeting is especially valuable as each state or market recovers at a different rate. It can help you communicate market-specific information about your supply chain or store re-opening. Or even to be nuanced with your tone based on market dynamics or consumer confidence. A dynamic campaign can help you achieve this at scale. You can roll out your campaigns globally across multiple markets seamlessly while still being localized with your messaging.
For brands already successfully using dynamic, it’s a good time to double down and fine-tune your strategy. For those that haven’t, the opportunity to set yourself up for success shouldn’t be missed. If you haven’t considered a dynamic campaign before, now is a great time to start.
To be clear, today’s uncertain times is not one to capitalize on and you might be wondering how to speak to your audience at a time like this. But every brand should be listening to their customers’ needs and serving them. This is a time to rethink how you connect with your audience and ensure your message is resonating.
Having data provides you with insight and technology helps you activate it. Showing your customer that you value their business by understanding their needs and responding to them will be an opportunity to forge a relationship that will only become stronger.