CUSTOMER RECRUITMENT UNDER THE SPOTLIGHT
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data. By harnessing this data we have for the first time achieved unprecedented levels of granularity in our targeting. So for the uninitiated, what does this actually mean for
marketers and how can it drive successful acquisition campaigns? Real time in-market data such as browsing and transactional
data, combined with the technology available today, means that marketers are now able to target individual devices who not only have the same browsing and transactional history (scored in real time) but are also online shopping for the items you sell at that precise moment, effectively delivering the right product at the right time. In other words, marketers can identify and reach consumers who are actively searching for similar products and importantly this whole process can be done in milliseconds. It’s no surprise then, that brands are getting results. We have
been aware for some time that consumer purchasing cycles are getting shorter and shorter. Consumers can go online, compare products and pricing, read reviews, make their decision and click to buy – all within minutes. Te problem for marketers is that the window of opportunity to reach a consumer when they are in buying mode is greatly reduced. Tis means that long campaign creation times associated with direct mail mean that by the time the campaign lands on the door mat, the consumer has already bought and moved on. With Digital Display Advertising driven by real time data and a deep level of insight into what consumers are looking for, brands can capture the attention of their target audience by delivering relevant messages and products exactly when they are most receptive to receiving marketing messages. As well as offering unprecedented levels of targeting, Digital
Display Advertising provides a high level of flexibility allowing marketers to react to market conditions or even optimise campaigns within hours in response. Campaigns can be optimised and budgets tightly controlled using capped budgets and CPA controls so marketers can keep a high degree of visibility and control across the campaign. As well as being flexible, Digital Display Advertising is wholly scalable too, offering an ‘always
on’ approach, allowing brands to get in front of their audience, whenever they choose to shop whether than during standard business hours or off peak hours. Tis reduces the reliance on creating a big enough impact that the consumer will remember the advertising and choose to go back to it when they are actively shopping. Te combination of real time, in-market data and technology
means that brands are seeing phenomenal results and the increase in spend in this area is testament to the success that brands are seeing. Retailers across the spectrum from fashion to grey market to homewares are using digital display fuelled by browsing and transactional data to drive successful acquisition campaigns with impressive ROI’s. For a channel that is just coming of age now, the opportunities are great for brands who want to embrace the new face of customer targeting.
Direct Commerce |
www.directcommercemagazine.com
FEATURE
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