When you want to make your marketing more personal, how do you tailor your content to each segment?
Stylization in product photography and video can be expensive and impractical to tailor to each segment. Creating a brand profile for each persona used to be cost prohibitive for most brands. Generative AI changes that.
What's happening?
Define your segments.
Before you start to build, know what the guidelines are
What are the characteristics of each persona segment?
How do they differ from each other?
What is most valuable to them? What are they looking for that speaks to their interests.
Map out the rules of each segment. Spot overlap and then differentiate.
Create your point of origin.
What is your most popular segment? Variation and personalization will be derived from that north star.
Starting with a hero segment helps you align the key product attributes communicated in each visual.
Align lighting, shadows, color and texture to this master image
Check every image against this to make sure that the product and the stylization is brand consistent.
Manage your segment data.
When personalizing your marketing, keeping track of the data itself requires more foresight than before.
Creating content in batches by segment make it easiest to track and manage uploads to your CMS
Keep in mind aspect ratios and resolution - you’ll want to be able to utilize this content across platforms from website to social.
Assign segments a persona tag in your CMS so if you decide to change something in the future, it is easy to decouple.
FAQ:
Q: How many persona segments are necessary? A: It depends on your brand and your product line, but some of the larger retailers and manufactures we’ve worked with have up to 8 segments they manage. .
Q: How do I integrate across platforms? A: This also depends on your current CMS provider and outreach strategy, but we would be happy to advise on a case-by-case basis.
Wrap it up.
As more and more brands begin to adopt personalization into their marketing workflow, consumers will begin to expect content that is tailored to them. Getting ahead of the trend can help you be prepared and avoid a shift in workflow later on.