Even in the multiscreen, multichannel world, the typical consumer journey still follows the same general path: awareness, interest, consideration, and conversion. Engaging shoppers at each phase has traditionally meant creating different campaigns to achieve these different goals, with brand marketers and direct response teams living in different worlds. It’s not exactly a recipe for cohesive marketing—or efficiency.

What’s more, with the path to purchase now winding among multiple devices and screens, addressing consumers in a holistic way has gotten even more challenging.

Happily, as it does for so many other advertising challenges, dynamic creative (DCO) offers a remarkably efficient solution. Once viewed as a tool exclusively for direct-response advertisers who optimize based on site visits, products viewed, or other retargeting signals, DCO allows marketers to tear down the silos they’ve built for branding and DR and focus campaigns 100% on the customer.

Meeting consumers where they are can be as simple as versioning ad copy or imagery. DCO technology allows marketers to streamline their efforts and create continuous, always-on messaging that combines branding and direct-response elements across all parts of the purchase funnel in a single campaign—or even a single ad unit.

Here’s how you would use the full-funnel DCO approach with Sizmek using the travel vertical as an example:

  • Start at the bottom of the diagram below, at “default audience,” which is considered the “widest” or “highest” part of the funnel. At this moment, you essentially know nothing about the user except that they are on the internet. You begin by serving multiple brand messages, which will auto-optimize based on performance.
  • Next, you might use geotargeting to serve users travel deals from their point of origin.
  • If contextual information about their page content is revealed and users happen to be reading content that talks about a certain travel destination, you could send them deals just applying to that destination.
  • If users are on a travel site where ads are being bought (like Expedia or TripAdvisor), those sites can pass back data about what a user has searched for or is browsing on the site, and you can further tailor the creative to those destinations/interests.
  • Then, if there is retargeting information based on the user’s site activity, you have options:  
    • You can send them the exact travel flight/hotel they’ve searched for on the site
    • If they’ve abandoned a product in their cart, you could prioritize showing them that product.
    • If they recently booked on the site, you can show them upsells.

Furthermore, ads can be built with responsive behavior so they adjust to multiple screens. So a customer who browses on desktop and buys on mobile can be targeted with a seamless cascade of messages across devices. DCO is by far the simplest way to build for multiscreen campaigns.

At Sizmek, we take full-funnel DCO a step further by leveraging the power of AI decisioning to optimize ads according both to audience response and engagement goals, including conversions. AI-powered DCO lets marketers personalize far beyond the major funnel segments and account for millions of customer attributes at any given time, enabling a fully dynamic approach to tone, message, offer, engagement, and content.

Today, with one dynamic campaign, we can stay connected and relevant to each consumer at every phase of the buying journey, with a level of personalization (and speed) never before possible. And that personalization matters; it lifts brand favorability, revenue, and loyalty, driving performance at every step of the journey to make every moment count.

Reach out to Sizmek pro to learn more about creating customer-centric, full-journey campaigns with Sizmek DCO. 

Kelsey Meuse

Product Marketing Manager