The world is now full of more data, more customer touchpoints, more granular targeting techniques, and stronger analytics tools than ever before. Marketers have a lot to work with; and they’re taking full advantage of the arsenal of tools and data at their disposal to reach customers with increased precision, frequency, and personalization.

But what about us poor consumers? We are inundated with boring, intrusive ads from brands that seemingly follow us around. Spammy ads feel at best generic, at worst, insulting with “buy now!” messaging that destroys brand trust. The truth is, consumers don’t care about back-end details like media placement or ad spend; unless a brand is stealing or hoarding our data, quite frankly, we don’t pay attention.

According to eMarketer, creativity, an understanding of digital media, and “data literacy” are becoming the most three important skills for successful marketers. Consumers, on the other hand, want more relevant, discoverable, easy, and personalized ads. There’s a clear mismatch between the skills required of marketers and what consumers wish to see in their ad choices.

The ad-tech landscape is overrun by data, while the creative aspect of advertising has been relegated to the sidelines. It’s time to think about creativity, storytelling, and how these techniques  intersect with technology to offer a better ad experience for consumers

Here are three ways in which marketers can use personalization technology to benefit a brand’s marketing outreach and messaging.

  • Use localization to deliver timely ads. Advertisers can send ads based on a variety of external factors, including the user’s geographic location, the local weather, time of day, day of the week, and local language. For example, a coffee brand can send a coupon for cold drinks in Spanish to consumers in Colombia on a hot day. On the same date, they can send a coupon for warm drinks in English to consumers in Canada, where the forecast calls for cold weather.
  • Utilize behavioral personalization data. Unlike localization, which uses external triggers, behavioral personalization is about offering experiences that are person-specific such as the consumer’s age, gender, purchase history, online activity, and offline activity. For example, an airline company might know that a user is a Platinum Rewards member and often flies to Europe for business. The advertiser can target this niche user with promotions for new high-end lounges, 5-star hotel partnerships, and perks.
  • Time messaging with real-time updates. Brands can quickly react to real-world events, news, trends, updating messages in real-time based on what’s going on. For example, a popular spinning studio can target a specific zip code with ads that mention how many bikes are still open for tomorrow’s 7:00 AM schedule with instructor John Doe.

Leo Burnett once said, “One of the greatest dangers of advertising is not that of misleading people, but that of boring them to death.” With all the data and media tools we have access to nowadays, the best brands in the world are still making targeting, timing, and messaging mistakes. Creative personalization technology offers the chance to match the right brand to the right person at the right time, with the right message.