Your campaign is almost ready to go. Using internal information and external data, your team has pinpointed target groups of customers and identified the optimal media choices.
How, then, can you make sure your brand reaches and connects with those carefully selected individuals?
The final step in maximizing a data investment is activation, leveraging the most valuable data for more effective advertising and improved results.
Here are three ways to activate data and serve up ads that work harder:
- Activate data and deliver relevant ads: Use consumer data to create relevant, compelling content, creative and messaging appropriate to each audience segment. While this seems obvious, harnessing and activating the appropriate customer and prospect data is harder than it sounds. Why serve a minivan ad to a young, single, urban resident? Instead, use data to identify three key target segments of consumers and create content or purchase offers relevant to each. Send a minivan ad to the sports-oriented suburban mom, but feature a compact, energy-efficient model in media reaching that young urban guy. Target the luxury sedan ad at the affluent adult couple.
All Web Leads, for example, connects online shoppers with insurance brokers around the U.S. The company used data to group its website visitors into segments, then delivered targeted content to each. The company says the new approach has boosted conversions by 27%.
- Customize content: Take this a step further. You obviously don't want to serve the same ads to all consumers, even those within a target segment—but what about inbound marketing? Use the data you have, combined with complete and authoritative third-party information, to customize your inbound marketing. Know who is calling into your contact center or visiting your website—both customers and prospects—and serve them the right offer or simply personalize their experience with your brand. For instance, electronics marketer Lenovo used customer information to personalize banner ads on its relaunched website, displaying the products each website visitor was most likely to be interested in. The personalization led to a 30% increase in click-through rates, and boosted both conversions and revenue per website visitor.
Personalization can play a key role in business-to-business marketing communications as well. A new study from research firm Gartner projects that within the next few years, 70% of b-to-b e-commerce sites will offer personalized content to make executives' choices faster and easier.
- Bridge in- and outbound marketing: Use data to complete the loop and follow up with interested consumers who reach out to your brand. As an example: A consumer dials the call center to ask about a computer product but does not make a purchase. Real-time customer verification can enable the marketer to identify the caller, and use behavioral and demographic data to learn that she's a music lover with teenagers at home. A follow-up offer—perhaps a special MP3 player packaged with trendy headphones as a promotional offer with purchase—can be sent to that caller via a postcard. Also consider retargeting by verifying customer information and segmenting shopping cart abandons for a multichannel closed loop.
Finally, remember that because customer information changes all the time, the data driving your marketing efforts needs to be continuously updated, ideally in real time, to minimize waste. Make the time and money spent on data-driven insights count by activating that data in the most efficient and effective way.
About the Sponsor:
Neustar Inc. is the first real-time provider of cloud-based information services and data analytics, enabling marketing professionals to promote their businesses most effectively. With a commitment to privacy and neutrality, Neustar operates complex data registries and uses its expertise to deliver actionable, data-driven insights to help clients make high-value business decisions in real time, one customer interaction at a time. More information is available at www.neustar.biz.
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