User Experience

Aligning user experience with campaign KPIs and target audiences

The experience you provide to the users your campaigns reach is, not surprisingly, a huge factor in determining how effective those campaigns are for your business.

That experience includes the context within which your campaigns reach people (when and where), the messaging and creatives you put in front of those people (text, images, videos, etc), and where you direct the people who do engage with your campaigns and the next steps you ask them to take. All those aspects of the user experience must be effectively aligned with each campaign’s KPIs and target audiences in order to effectively influence people’ thoughts, feelings, and actions.

Driving ROI with personalization

Personalization is about customizing the experiences your campaigns deliver, including the messaging people receive and the actions they're directed to take, to the interests and preferences of individual users (or at least sub-groups of the overall target audience). It can be as simple as aligning product images with different search terms or site content, or as complex as leveraging machine learning to predict which existing customers are most likely to repurchase.

The benefit is clear - effective personalization significantly improves the engagement and impact of marketing campaigns. It's a fact that's broadly understood and backed by solid research, and yet personalization is still one of the more under-utilized opportunities for digital marketers.

To be fair that's because it can be difficult to execute, requiring data-driven audience segmentation and the production of multiple versions of campaign assets. Fortunately technology is helping to make personalization much more easily actionable.

GenAI and personalization

One of the biggest challenges limiting effective personalization of user experiences, and even just basic customization of campaign messaging, has been the time it takes to produce multiple different versions of marketing/campaign assets.

This is an area where generative AI (Chat-GPT, DALL-E, etc) has the ability to drive significant value for marketing organizations of all sizes by enabling much more efficient production of campaign variations. These variations can be used to personalize experiences for different audiences and use cases, as well as just to enable more rapid testing and optimization of primary campaign assets, another powerful driver of performance improvement.