What is Signal-Based Marketing?
Signal-based marketing refers to the practice of using customer data signals to inform marketing decisions. These signals can come from a variety of sources, including customer interactions, search queries, social media activity, and purchase history. By analysing these signals, marketers can gain a deeper understanding of their customers and create personalized experiences that resonate with them.
Why is Signal-Based Marketing important now in 2023
Signal-based marketing is relevant in 2023 because it allows businesses to understand and respond to customer needs in real-time, based on data signals that indicate customer intent and behavior. In today's fast-paced digital landscape, customers expect personalised and relevant experiences across multiple channels, and signal-based marketing allows businesses to deliver on those expectations.
Personalised marketing is highly relevant today because it allows businesses to connect with consumers on a deeper level and create a more engaging and meaningful customer experience.
Here are some reasons why personalised marketing is so important:
- Increased Relevance: Personalised marketing allows businesses to tailor their messaging and offers to individual customers based on their interests, preferences, and behaviors. This makes marketing communications more relevant to the consumer, which can increase engagement and response rates.
- Improved Customer Experience: Personalised marketing can create a more positive customer experience by providing customers with relevant information and offers that meet their needs and interests. This can improve customer satisfaction and loyalty, leading to increased retention and revenue over time.
- Higher Conversion Rates: Personalised marketing can lead to higher conversion rates because it speaks directly to the customer's needs and interests. By providing personalised offers and recommendations, businesses can increase the likelihood that customers will make a purchase.
- Competitive Advantage: Personalised marketing can provide a competitive advantage by differentiating a business from its competitors. Customers are more likely to choose a business that provides a personalized experience over one that doesn't, leading to increased market share and revenue growth.
- How can Synthetic Media Services (SM) help with your Signal-Based Marketing Strategy?
Synthetic media can be used to create personalised content that resonates with customers, based on their behavior and preferences.
For example, you could use synthetic media services to create personalised videos for your customers, based on their browsing history or purchase history. By analysing customer data signals, you can determine which products or services they are interested in, and create customised videos that showcase those products or services.
Similarly, you could use synthetic media services to create personalised images or graphics that are tailored to each customer's preferences. For example, you could create custom images for social media ads that showcase products that a customer has previously viewed or purchased.
Using synthetic media in signal-based marketing can help to increase customer engagement and drive sales, by delivering more personalised and relevant content to customers. However, it's important to ensure that you are transparent about the use of synthetic media and that you comply with data privacy and security regulations. It's also important to ensure that the synthetic media you use is of high quality and is consistent with your brand image and messaging.
CASE STUDY: Adidas - Watch Us Move Campaign
One case study on the use of synthetic media in signal-based marketing comes from Adidas, the global sportswear company. In 2020, Adidas launched its "Watch Us Move" campaign, which aimed to promote its new activewear collection for women. The campaign featured a diverse group of women, including athletes and dancers, and was designed to promote body positivity and inclusivity.
To create the campaign, Adidas used synthetic media technology to generate realistic 3D avatars of the women, which were then animated and integrated into the marketing materials. By using synthetic media avatars, Adidas was able to create a more personalised and engaging experience for its audience, as the avatars resembled real people and could be customised to reflect different body types and skin tones.
In addition to the avatars, Adidas also used signal-based marketing techniques to target its audience more effectively. The campaign was promoted across multiple social media platforms, and was personalised based on the viewer's location, interests, and other data points. For example, viewers in warmer climates were shown images of the activewear collection being worn in sunny, outdoor settings, while viewers in colder climates were shown images of the collection being worn in indoor gyms and fitness studios.
The "Watch Us Move" campaign was a huge success for Adidas, generating over 100 million views across multiple platforms and driving significant traffic to its e-commerce site. By using synthetic media avatars and signal-based marketing techniques, Adidas was able to create a personalised and engaging experience for its audience, leading to increased brand loyalty and sales.
This case study demonstrates the power of synthetic media in signal-based marketing, and how it can be used to create more personalised and engaging experiences for customers. By using synthetic media avatars and other technologies, businesses can target their audience more effectively and create content that is tailored to their interests and preferences, leading to increased engagement and brand loyalty.