Rhea Patel, CEO and Founder of CLIQ

Since her childhood, Rhea’s parents and grandparents created an environment where Rhea’s talents were identified and fostered early, encouraged, facilitated support which in turn sustained her motivation. Rhea’s mother in particular imbibed the ‘Earning to Give’ spirit in Rhea which involved supporting her to pursue a high-earning career for the purpose of donating a significant portion of the earned income back to the society. Rhea strongly believes that we are all part of our communities and societies that contribute to who we are and what we can achieve.

 

All brands produce content. They produce content with the intention to persuade their potential consumers that they are worth their time and money. The rate at which this content works for the brand is completely dependent on numerous factors. From where they find the content, to their physical environment to their mental state, everything in a small or big way influences how they perceive the content. That increases or decreases the chances of them engaging with the product. That’s why we can safely say it’s very important to hand over content to potential customers in the right way at the right time at the right place. It’s what we call relevance of content. 

For content to be relevant it is very important for brands to really know their consumers. There are a couple of simple things brands must ensure they understand their target audience. 

  • Build a persona– To begin with smaller brands or start-ups often choose to build their customer persona. Everything they believe their customer would be like. Customer traits, behaviour, habits, identity and more. This could help create a base knowledge of who the brand thinks their consumer would be. This information is only the tip of the iceberg though. A brand persona evolves every day based on real time knowledge. That’s why my second and third points become even more important
  • Integrate data collection points– When a brand sells online or has a presence online, they are able to collect a lot of data. This data is of the real time potential or existing customers that are visiting the brand touch points. It could be their social handles or their landing pages or their websites. That’s why it’s important to collect and analyse all the data collected at such touch points to enhance outreach. For example, an e-commerce website must have multiple data layers to be able to enable better performance marketing, it must also have integrated pixels for efficient retargeting. This could often be extremely complex, however consulting a professional backed with adequate research of our own could help simplify things
  • Analyse Data- Once data collection points are set up, brands must consistently analyze the data with their team and consistently alter content strategy based on what they extract from the data

When all the above activities are carried out for a consistent period of time the concept of segments comes into play. Brands are able to clearly identify multiple different consumer groups with unique taste and preferences. Now the challenge remains. While you understand your customers a lot better now, how do you capitalise on the same. 

On a holistic level I believe that it’s important to plan marketing calendars in a more detailed, systematic fashion. By that I mean that once target segments are established a calendar must be planned allotting time frames to each segment depending on when the product integration will be of most relevance to them. Thereafter, instead of brand investing big money on creating large scale, panned out campaigns, a brand would rather create micro campaigns most relevant to the specific segment based on the time frames allotted on the calendar. That way it’s most relevant for their audience to consume and also a lot more effective and optimised

  • On an ad level, it’s the smartest choice to ensure ads are most relevant to their segment. For that data must be understood and ads must be created to cater to the segments ask. Only then do we see amplified click through rates and conversions
  • Email Marketing-It’s no new news for marketers that email marketing is the cheapest form of marketing. Segmentation and micro campaigns here are more important than ever before. People on your database don’t like to be spammed. They continue to follow through on your emails only if the content interests them each time and is relevant to them. Hence it is important to segment mailer databases and ensure the right content is fed to the right people to ensure engagement and continued subscription

 

To conclude, I’d like to give a simple example to elaborate the importance of segmented micro campaigns. Think of two retail experiences, one where you enter a store and are overwhelmed with a gazillion options and left alone to fend for yourself. The other is when you enter a store and find a representative waiting for you to personally walk you through the collection and help you understand all the offerings. It’s simple. Everyone likes some attention. The new age is all about personalisation in marketing. The more we customise the experience for a potential customer the longer the customer lasts in your brand journey. 

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