Dynamic creative optimisation for customer communications
Dynamic creative optimisation is a relatively new concept, but it’s something we’ve been doing in customer communications for years.
Before we look at how we customise communications for each customer, let’s answer an important question.
What is dynamic creative optimisation (DCO)?
DCO is a digital advertising technology that allows companies to display different ads to each customer.
In practice, this usually means that an online store can remind you of products you’ve looked at when you’re visiting another website. This can be as simple as showing the products you browsed, or it can display other best-selling items – or products that were also popular with similar shoppers, using geographic or demographic data.
The decisions regarding what to display are programmed into the advertising system using logic to score products and display those items that are most likely to sell.
The entire creative content of the ad can be adapted according to known variables, and assumptions based on this data. Advertisers can change the imagery, products, text, CTAs and links. The ads may also change according to the time of day, or the day of the week, that an ad is displayed. For example, ads at the start of the week might be more functional, while weekend ads can be more celebratory or relaxed.
The ‘optimisation’ element of the name refers to the software’s ability to learn from results and gradually refine ads to constantly improve performance. Although it must be noted that DCO requires a level of volume to return statistically-significant results. If advertisers use lots of variables with many segments, it can be difficult to truly compare effectiveness across different approaches.
DCO is already available for customer communications
While dynamic creative optimisation is a relatively new feature of digital advertising, and part of the modern programmatic advertising paradigm, this kind of personalisation has been widely available in customer communications for years.
We help customers transform their customer communications operations into modern, efficient, digital systems that allow them to reach customers with meaningful messages. And a core part of this is using the power of customer data to change the tone, wording, layout and inclusions that different customers receive.
By writing custom business rules, you can send a different message to every customer by referencing their past purchases, stated preferences, location or recent orders.
Not only do these hyper-personalised messages create a better customer experience, they are more likely to spur action and get results. And the beauty of this dynamic personalisation is that they only require your teams to write one batch of content. The customer communications management (CCM) platform does all the work, creating thousands of communications dynamically according to your customer data and your rules. Your customers get a personal message, and there's no extra work for your teams.
Want to explore how you can optimise your communications for different customer groups? Talk to DocCentrics today and find out how digitising your customer communications can transform your results.