'Targeting' Category

Brands Must Lead – and Follow – Consumers through the Purchase Journey

Posted by Patrick Reynolds on November 24th, 2015 at 11:02 am

Today, there is so much valuable data on consumers that leading them through the purchase path should be easier than ever before. Brands can now access more than 25 billion data points per day on consumer behavior – so they can see where customers have been geographically, view their mobile app activity and know where they have checked-in and so forth. But brands still need to better integrate that with data on offline behavior, such as point-of-sale and desktop behaviors, like social media interactions so they have a more complete picture of their consumers.

Marketing Baseball Cards: Bubble, Boom or Bust?

Posted by Neal Leavitt on October 30th, 2015 at 5:54 pm

“Say it ain’t so Joe!”

Those words were supposedly uttered by a small boy outside the Cook County (IL) Courthouse to ‘Shoeless Joe’ Jackson. He had just finished testifying to a grand jury; one of eight Chicago White Sox baseball players who allegedly took bribes allowing the Cincinnati Reds to win the 1919 World Series. Jackson was banned from baseball after the 1920 season but was found innocent in 1921 by a jury.
Debates have raged for 90+ years on Jackson’s guilt or innocence; his baseball cards, however, have stood the test of time. Currently on eBay, for example, you can buy a 1909 E90-1 American Caramel rookie for $10,999.95. If you’ve got some spare change hidden in the sofa, you can grab a 1952 Mickey Mantle Topps Rookie RC #311 for only $38,795, also on eBay (with free shipping!). And in late April, a T206 Honus Wagner card sold at auction for $1.32 million.
While the market for certain types of baseball cards is still strong, a paucity of children and even teenagers at major baseball card shows in recent years appears to be the proverbial canary in the coal mine. Baseball card prices have been falling in recent years... Read more

Connecting with your Community's Causes

Posted by Benjamin Taylor on October 29th, 2015 at 9:48 am

I recently joined a new e-commerce network. It's a fairly challenging marketing experience, as it lacks the budget and brand authority that normally acts as a good crutch to get specific influencers to take you seriously. Without having those shortcuts, you're forced to be more creative, and really demonstrate the value you can bring to the table.
Marketing from the ground up like this allows you to build up the image and brand you want from scratch. One way we're doing that is by producing content that is relevant to the communities and individuals in our niche.
For one of our retailers, a crossbow store, we decided to go political. Crossbows are controversial in many states, especially their use in hunting. As a crossbow retailer, our position on this debate is entirely predictable, which means that there is no controversy, and no risk, in taking a stance on it. So, to appeal to pro crossbow influencers and hunters, we produced an article on crossbow advocacy and how to advocate for crossbow hunting, which we shared out on social media, and to a number of advocacy groups. This doesn't instantly make us an important part of the niche, but it's the first step... Read more

Back to the Future (of Loyalty)

Posted by Patrick Reynolds on October 21st, 2015 at 1:01 pm

Today’s that day. That day in time when hover cars were to ferry us from here to there effortlessly. Despite Elon Musk’s protestations to the contrary, we’re not quite there yet, though that day is clearly coming. While it’s not as interesting as hover cars (but infinitely more practical), mobility has ushered in a “forward to the past” aesthetic for today’s brands-- particularly retailers.

Programmatic Storytelling: From Discovery to Purchase & Beyond

Posted by Joseph Vito DeLuca on October 12th, 2015 at 8:45 am

When it comes to programmatic marketing, the first thoughts to come to mind are typically performance advertising and the ability to purchase cost-effective digital inventory. Lost in the shuffle seems to be not only branding, but the overall communications strategy. Rather than siloing your programmatic in dispart campaigns, incorporate it into your complete marketing mix throughout the customer journey.
It's All in The Data
One of the advantages to serving ads programmatically is having the ability to leverage data to not only achieve smarter targeting measures, but also having the ability to be more relevant with your messaging, which is crucial. Using a mixture of revenue data, customer data, other first-party data and third-party data, you can segment customers based on purchase and behavioral history and vary the message based on location and other demographics to connect the right product to the right customer.
"The key outcome of successfully analysing and utilizing this first-party data is the ability to develop a strategy of truly people-based marketing," writes Christopher Ratcliff of Econsultancy. "People-based marketing means being able to recognize and engage your customers at every touchpoint in real-time and all the time. To facilitate this, technology has to be used to provide uniquely... Read more