[This article originally appeared in Campaign.]
Brands today have an unprecedented opportunity to offer more customized, relevant ads to consumers through smart, sensitive, hyper-personalized marketing. These targeted ads can drive engagement if used correctly and responsibly – and can help combat ad-blocking by showing consumers valuable content tailored to their needs.
At Turn, we believe there are a number of crucial ways brands can maximize the insights available to them – without spooking potential customers by overstepping perceived privacy boundaries.
Follow the Customer Journey
Hyper-personalized marketing depends on a brand’s ability to build a detailed customer profile. Rather than just reacting to the data that becomes available when a customer makes a purchase or visits a site (aka persona marketing), brands must be proactive.
The customer journey is about what consumers are doing across the whole internet, even before they are exposed to or have interacted with your brand. What content are they looking at? What purchasing habits do they have? What device are they using? Add in search and social data, and link together first-, second- and third-party data, and a much richer and deeper consumer profile becomes available.
These three case studies demonstrate the value of these insights:
1. A luxury brand with late-night iOS conversions
A luxury clothing brand we partnered with analyzed its customer journeys after a multi-week, two-phase campaign ahead of the peak Christmas shopping season.
The initial stages of the campaign were aspirational – brand engagement to build desire with high-impact, engaging video and rich media. The second stage involved re-targeting consumers who had shown interest using dynamic creative personalised around the products they had previously shown interest in.
The brand ultimately discovered customers were engaging with its messaging during the afternoon, but conversion didn’t happen until the evening. It also discovered that iOS users were seven times more likely to convert than Android users. The result? Global revenue rose 171% year on year and customer actions during the campaign jumped 271% year on year.
2. Evans Cycles finds the elusive seasonal cyclist
Customer-journey insights were also essential when Evans Cycles wanted to broaden its reach to appeal to seasonal cyclists. The issue was where to find these customers, as they weren’t serious enough about cycling to frequent cycling-related sites, but analysis showed they were spending a lot of time on websites such as The Guardian and eBay.
These insights allowed Evans Cycles to exceed cost per acquisition objectives by 47% year on year and resulted in an 80% year-on-year increase in sales.
3. A window-blind company concentrates outreach to maximum effect
U.S.-based 3 Day Blinds saw an increased ROI in appointments per lead of 140% and acquisition costs drop to one-fifth of their previous level. By linking its email and advertising automation to target customers who had shown previous interest in its site and moving away from targeting the “typical consumer profile” to actual user profiles, the brand’s outreach was more limited but also significantly more effective.
Logical Data Reveals
Ensuring targeted marketing doesn’t overstep any boundaries is key. This requires a delicate balance and depends on the existing customer relationship. Mobile phone companies, for example, have an existing contract with the consumer, so would have “permission” to send a personalized ad based around upgrading your handset.
Turn’s research, The Promise of Privacy, conducted in collaboration with Forbes, shows that as long as consumers understand that they are going to get value, they are OK with having their data exchanged. By taking advantage of the insights customer journeys can offer, brands can drive engagements and build customer loyalty with smart personalized campaigns.
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.
If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.
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