Have you checked our new masterclasses called “5 Ways to Master”, where we analyze different aspects of marketing performance and get advices from our experts on how to improve your advertising campaigns.
Our todays expert, Rakhee Jogia, gives his best advices on how to manage the behavioral targeting.
In the past days customers were happy to find the thing they were searching for and to buy it for a suitable price. Today shoppers prefer to compare offers of different sellers, because they have strict demands according to the item they need and know exactly what they are looking for. They are not interested just in the description of the product and the price for it, but also in the terms of payments and delivery as well as special bonus offers. From time to time it is harder for marketers to satisfy shopper’s needs and to gain their loyalty. Retailers prefer to target their customers at all stages of the shopping journey. People may visit an online shop, find the item they need, even put it into the basket and then refuse to buy it for some reason as well as they can buy at the same place again and again. Behavioral targeting means the attitude of the brands to their customers and how they treat them. If sellers want to create successful behavioral targeting strategy, they need to take several points into account. Would you like to know the main keys to successful marketing policy?
1. Establish contact with your customers.
Nowadays there is a special way of communication between customers and sellers because of the growing amount of available digital channels, influence of social networks and increasing usage of mobile devices. With the help of the numerous channels marketers have to consider huge amount of customer’s demands and create individual approach to everyone. It is impossible to rely on 1 channel nowadays, because people use not only computers, but also smartphones and tablets and the usage of these devices has reached unprecedented level. While promoting your advertising campaign, make certain that you use all possible devices and channels to reach your customers and don’t forget about individual demands of each. For instance, you can target the customers from Facebook according to their likes and demographics. It will be productive if you try to deliver personalized advertising to each customer. Today the best way out for the advertisers will be the search of the multi-device and multi-channel manner to promote brands.
2. Create outstanding and memorable advertisings.
Create and promote dynamic advertising campaign which will represent the goal of the brand itself as well as its message and guidelines. Use modern frameworks (HTML 5, for instance), which allows to find information in different format and to render it on different devices. Dynamic advertisings give customers the opportunity to interact with the brands and to go directly to the site with the help of one single click. Your advertising will become more catchy and memorable as soon as customers will be able to interwork with the advertising content.
3. Constant growth of media buyer’s importance comparing with the algorithms.
Advertising technologies become more automated because of the constant growth of the programmatic and technologies based on algorithms. Don’t forget that you are cooperating with live human beings, who are the one and only real buyers of your product. Media buyers should make decisions based on the key performance indicators and estimated business requirements. It is important to cooperate with experts in order to target users in an effort to attract new buyers, to increase the audience and to gain customer’s loyalty. Deep understanding of target profiles will give you the opportunity to tailor your advertising campaign according to identified indicators. Successful advertising campaign can be created only with the help of both technology and human related methods.
4. Don’t use unidirectional behavioral targeting.
According to Salesforce, nearly 85% of modern marketers understand that they need to create a multi-channel marketing strategy and the only opportunity for this is to increase the advertising budget. To create a multi-channel strategy is quite a challenge, because mostly customers don’t understand that they use several channels during their buying journey. In the world of siloed selling channels customers expect personal approach from brands and correspondence to high demands. Make certain that the message you are sending to the world is unique and equal at all digital channels. Each channel should be optimized to productive performance as well as all channels should deliver the same message and offer equal experience. The usage of the convenient attribution tool will help you to tune your advertising strategy to all possible channels, not only to provide you with the comprehensive view of your advertising campaign, but also to correlate your business goals and needs with the customer’s demands and expectations.
5. Transparency is important.
Nowadays it is important to be transparent both for your clients and partners, although some years ago it was common to use “black” analytics and “wild” advertisings. If you want to gain the trust and loyalty of your customers, you should provide them with all necessary information about the activities of your company. Make certain that you work with complete transparency and all custom reports are available and easy to get, for example, on client’s portals. Gain insight into one single click, cooperation and dealing in real time, including multi-channel and multi-device approach. Full transparency will give you confidence in productive cooperation with your partners as well as the opportunity to reach your goals more effectively.