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Long gone are the days of one-size-fits-all advertising. Making the most of today's digital landscape requires dynamic campaigns that harness the power of customization. Personalized marketing material—from content to digital ads, and everything in between—continues to reign supreme.
One 2017 study found that for a whopping 88 percent of marketers, personalization led to quantifiable campaign improvement. One-on-one marketing, which takes many forms, has become more and more relevant in recent years, thanks to the evolution of advertising technology (ad tech).
What is Ad Tech?
This marketing buzzword is exactly what the name implies: technology we use to help better guide our digital advertising focus and dollars. Instead of throwing your whole budget at an array of ad channels that may or may not pique the interest of your target demographic, ad tech lets us hone in on the specific audiences we wish to reach. How? The answer comes down to data; more specifically, understanding marketing analytics, then strategizing accordingly.
How Does it Optimize Marketing Efforts?
For starters, it reduces unnecessary spending because you're directing your attention and budget toward one-on-one marketing. In other words, your digital ads are placed in such a way that they target the exact consumers you're looking to appeal to. The main goal here, of course, is to create and deliver ads that make sense for the consumer so that they'll ultimately engage with it. The main takeaway here is that ad tech lets us take important marketing data, then deliver tailored, customized messages to relevant audiences—the very essence of one-on-one marketing.
IP targeting is one popular way to go about it. This uses consumer IP addresses to deliver personalized ads to people within a specified area. It's basically a type of geolocation marketing. In a nutshell, you identify where your core audience is, then serve up targeted ads from there.
Retargeting is another strategy that goes hand in hand with ad tech. This is when you zero in on consumers who've interacted with your marketing efforts in the past. The idea here is that if they've engaged before, a seed of interest has already been planted. Now it's a matter of tending to it. Sifting through your analytics with a marketing professional can help point you to these consumers so that you can customize the experience with them going forward.
Of course, ad tech isn't perfect. With any kind of one-on-one marketing, you run the risk of bombarding the consumer. Striking the right balance is an art in itself since the last thing you want to do is pester leads. When all is said and done, they're potential patients, after all.
Still, when leveraged appropriately, ad tech represents the way of the future. Ren Scott Creative understands both the limitations and opportunities of medical marketing, so you can rest easy knowing you're in the best hands.