Payload Targeting: The Next Frontier for Behavioral Segmentation

The word ‘relevance’ has a certain buzz to it in the marketing industry and it’s not going away anytime soon. Why? Because personally relevant digital interactions provide a better service experience for customers.

But there is a lingering problem. Simply put, there is a wide gap, that shows little signs of narrowing, between brand and consumer expectations regarding relevance. An illuminating piece of research by Twilio really hammers this home. Brands believe just 19% of their communications lack relevance. Consumers beg to differ: they put the number at 84%.

No matter what rock marketers are living under, one adage has remained true throughout the ages - the customer is always right.

What this means for brands

This means that brands need to adjust their messaging, and their attitude to the messages they send. Putting themselves in their customers’ shoes will help understand what kind of messages will be received well, and what messages will not. Consumers today know when they are being marketed to. So it’s up to brands to send messages that are useful, personally relevant, and timely - and as a result don’t annoy customers! After all, the bottom line is that 60% of churn is caused by lack of relevant messaging. 

So how can brands send messages that are useful for their customers?

It comes down to targeting. And in the world of targeting, user data is key. With the right data available in real-time, brands are able to construct genuine 1-2-1 campaigns that resonate with their audience and drive successful interaction, purchasing decisions and ultimately revenue.

This article will take a look at how using a targeting engine, like Swrve's, which features payload targeting (now available to all customers), can help marketers build sophisticated audiences which deliver exceptional interactions that really make a difference to the metrics that matter.

What is Payload Targeting?

You might be thinking that you already use granular targeting to segment and optimize your audience. For example sending a message encouraging priority boarding to a user who booked a flight last week.

And yes, these triggers can work well, allowing you to capitalize on the users you know are engaged with your brand.

But as the consumer attitudes towards digital devices and messaging changes, so too do our marketing campaigns. The goalposts have narrowed, which means we must fine-tune the aim of our marketing campaigns, to be better placed to hit the bullseye, as it were.

Payload Targeting does just that. It enables the marketer to target based on the details inside customer events, in real-time. For example (and in contrast to the example above): “users who searched for a flight in the last seven days, where the destination was LCY and the number of travellers included children” In other words, targeting based on associated details of any given user event - making your marketing hyper-relevant to your customers’ real-time experiences.

This matters because customers, as we have said above and really cannot say enough, have not only begun to desire relevance from their digital interactions, but expect it. Relevance moves the needle on churn and ROI, and ultimately, our customers now assume that our apps know us like our friends do - or even better!

What this all boils down to is the simple fact that talking to your customers as individuals is far more effective than firing out the same message to everyone.

Harvesting the motherlode

Let’s take a look at how this approach can be applied to your business. Across any campaign type, and in any vertical, granular payload targeting can deliver huge benefits. Here are just a few examples:

In Finance…

Target users who have made recent loan enquiries above a certain amount or for a longer term to promote additional services.

Targeting users in Finance

In Media and Publishing…

Target your audience based on their artist listening or sharing preferences to promote an upcoming concert in the area.

Targeting users in Media and Publishing

Or target users who have watched the previous season of a program on their mobile device or tablet to promote an upcoming season or premium subscription service:

Target existing users to promote new season/service

In Travel…

Use payload targeting to target users from a specific departure city who have searched for flights that included children in the number of travellers to promote family friendly vacation packages.

Target users in Travel

In Retail…

Target users who have viewed certain sale items, by category, to promote a season sale.

Target users in Retail

If you'd like to learn more how granular targeting can grow your business, arrange a demo with us here.