Brands can leverage smart targeting to predict user interest and enhance personalisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 29, 2019, 1:05 PM UTC

Targeting consumers with content based on their lifecycle stage can help marketers better connect with their audiences.

This piece suggests marketers should use smart targeting to effectively predict the interest of their audiences and target them with relevant content when they visit the company website. This AI-powered technology enables brands to optimise their content across devices and target audiences based on their preferred devices and languages.

The article says that smart targeting can further help marketers analyse browsing history and serve appropriate content depending on the lifecycle stage. It also enables brands to create relevant content based on the site a user is coming from.

Marketers can also set contact list membership rules to target consumers based on their internal segmentation. Incorporating this technology will enable brands to make their customers feel like “their experience is tailored to their interests”.

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