Before the digital economy exploded, marketing campaigns relied on static, one-size-fits-all approaches. But today, that approach feels as outdated as a flip phone. Enter dynamic audience segmentation.

At its core, dynamic audience segmentation is about creating groups of users with shared characteristics, behaviors, or preferences. However, it's a far cry from traditional static segmentation. With dynamic segmentation, these groups are constantly evolving based on real-time data. This fluidity ensures you're always talking to the right people at the right time.

The Pitfalls of Mass Messaging

Remember the days when marketers used to blast generic messages to their entire user base? Well, dynamic segmentation is the antidote to that outdated approach. When you talk to everyone, you end up engaging with no one. Mass messaging risks alienating your audience because it fails to resonate with their individual needs and interests.

Instead of a "one-size-fits-all" approach, think about how brands like Netflix, Bleacher Report, and McDonald’s have harnessed dynamic segmentation to make their messaging more personalized and relevant. They've cracked the code by sending tailored messages across various channels, such as emails, push notifications, and in-app messages, all based on where users are in their lifecycle and their content preferences. 

The result? An enriched user experience and, yes, a boost to the bottom line.

Getting Started with Dynamic Segmentation

If you're looking to kickstart your dynamic segmentation journey, it's essential to start with a clear goal in mind. Think about the specific actions you want your users to take. Is it a purchase, sign-up, engagement with specific content, or something else?

One effective way to get started is by focusing on past user activity. For instance, you can identify users who haven't visited your website or app in a while. You might also want to pinpoint how long it's been since their last purchase. Once these users re-engage, they'll naturally fall out of the "Lapsing Users" segment, thanks to real-time updates.

By ensuring that your messaging is always in sync with your users' behavior, you avoid awkward situations where you're sending "We miss you! Enjoy 10% off" messages to users who have been actively engaged with your brand.

Custom Data for Personalization

To make dynamic segmentation work its magic, you need two types of custom data: attributes and events.

Custom Attributes:

These are like the adjectives that help define your users. Consider them the building blocks that give you a deeper understanding of your users' preferences and engagement. You can target users based on attributes like:

• The last category they searched for
• Their location
• The highest level they've completed
• Their preferred language
• The number of loyalty points they've accrued
• Their favorite restaurant

If you're a media company, this is where you can shine. For instance, you can focus on increasing premium subscription rates by sending messages tailored to users who've shown interest in your content.

Custom Events:

Now, think of custom events as the verbs that track your users' behaviors and interactions with your brand. These are the actions that speak volumes about what your users are doing. You can target users when they:

• Add an item to their cart
• Refer a friend
• Complete their registration
• Favorite an artist
• Participate in an NPS survey

If you're in the travel and hospitality industry, this is a goldmine. You can inspire users to share their reviews and ratings when they've reached a certain level of engagement with your brand.

The Bottom Line

In today's data-driven world, don't let opportunities slip through the cracks. Use dynamic audience segmentation to retarget your users based on their engagement levels, celebrate their milestones, and ensure you're always speaking their language.

Building meaningful relationships with your audience is a two-way street. It's about listening as much as it is about speaking. Dynamic segmentation is your trusty ally in this journey, helping you understand what your users are saying and allowing you to respond in kind.

Beyond just content recommendations, dynamic segmentation also empowers the service's marketing campaigns. They can now target ads and promotional content based on segmented data, ensuring higher engagement and conversion rates.

Position yourself as the go-to streaming platform for tailor-made experiences. With SCUBA Analytics and our dynamic audience segmentation, you can elevate user satisfaction, increase viewer retention, and drive unparalleled growth.

Are you ready to redefine the streaming experience for your audience? Learn more about SCUBA's dynamic audience segmentation capabilities here.