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Today’s consumer has more demands than ever about the user experience – they expect a more personalized, more consistent, and more relevant experience across the channels and devices that they use. This puts extra pressure on marketers to understand and deliver on these expectations, which requires an understanding of the customer and what they want. If you’re going to continue to engage with your current and future audience, you will need to create fresh, exciting, and emotionally engaging content.

What It Takes to Build an Engaging Experience

 Get the full picture of your audience

If you are going to build more engaging content, you need to understand who you are engaging with. Understanding each part of your audience – intent, behavior, and interests – is the only way to see the entire picture of your audience thoroughly. With a marketing platform, you can create multi-dimensional audience segments to find a deeper level of personalization that will foster deeper brand loyalty. A platform can build different personas for your audience and shape their experience based on their interests. When you add an item to your Amazon wish list, you will usually see ads for that item (or relative items) pop up in social media ads or get

Utilize your real-time audience data

Once you have a complete picture of who your customers are and what they want, you can begin to utilize the data that you’ve obtained. Update your audience segments accordingly so that each segment is seeing messages that are specific and timely to them. Part of the idea about segmentation is that your audience will receive the exact information that they need at precisely the right time. If you are using generalized or stale information, it results in a disengaged audience. The best way to engage with disengaged audiences is to provide solutions for the issues that they are facing. The data you collect will give you an idea of what solutions your customers need as well as what they are interested in purchasing.

Activate your audience segments

The only way to get real value out of your audiences is by activating your audience segments. When you segment your viewers, you need to stick to that segmentation plan throughout your marketing and advertising branches. When you use different platforms for each department, there could easily be conflicting or overlapping information for the same customers. Your marketing team wants to build loyal customers, but you don’t want to waste that loyalty by spamming everyone with information they aren’t interested in.

How Marketing Eye Can Help
Building engaging experiences for your audience is more difficult than ever, so it's important to find the right partner that can guide you through this process. Marketing Eye is the ideal partner for small to medium-sized businesses that are looking to elevate their business. Our consultative approach allows us to identify your target audience, craft a campaign that is catered to their expectations of your brand, and launch that campaign to bring in leads. Contact Marketing Eye today to learn how we can help you. 

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The Marketing Eye Atlanta team has a combined 35+ years experience in marketing and communications. Marketing Eye Atlanta is well-known for high performance, technology-driven marketing campaigns that deliver results. The team members are experts in all facets of the marketing mix including strategy development, content marketing, branding, website development, public relations, social media, digital marketing, SEO, lead generation, direct marketing, etc.

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