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
Although the newness of Siri has long worn off, she still manages to have a strong ‘following’. When you know you need something but just can’t pinpoint the specifics or you know exactly what you need but just not sure how to find it…Siri is ready and willing to find the information you need. And of course she serves as a good source of entertainment when your kids (or maybe you) decide to ask her ridiculous questions. (FYI – here’s a good list to reference when you have a little too much time on your hands - http://www.freemake.com/blog/siri-answers-20-hilarious-questions/.)
She’s knowledgeable and she doesn't waste your time – giving you exactly what you need when you ask for it. And although we know she has a bank of automated answers, she still manages to deliver a seemingly personalized response. Now if only Siri was smart enough to know what we needed before we asked (props to my wife for this idea, stemming from her frustration in my ‘inability’ to ask for directions). But if that was the case, Siri would be in high demand for a role on the digital marketing front!
Every digital marketer knows the value that comes with delivering personalized... Read more
There’s a major misperception around personalization when it comes to marketing. Once attributed to highly complex, and often costly, B2B targeting, this concept of designing or tailoring something to meet each individual’s needs or preferences has become a bit muddled in the B2C space. For many marketers, ‘personalized’ has become a label used synonymously with any campaign employing customer data. But let’s be clear, having data is not enough when it comes to effective personalization.
In this world of mobile dependency, marketers have the perfect opportunity to capitalize on the value of delivering personalized experiences. Yet the challenge of knowing when and how to act is often a major barrier to adopting a more personalized approach.
One company that has caught my attention – and my wife’s wallet – is the Bay Area startup, Stitch Fix, which claims to be ‘the first fashion retailer to blend expert styling, proprietary technology and unique product to deliver a shopping experience that is truly personalized for you.’ Essentially, you fill out a style sheet, and they have a stylist select five items which are delivered to your doorstep. Then you simply buy the ones you like. As my wife continues to remind me, working moms... Read more