Digital marketing and advertising is undergoing a trend.
Agencies have more granular understanding than ever before into how their own campaigns are performing. The times of selecting media stations based on broad demographic information and relying on generalized ad impression numbers are more than.
Marketers can now target particular audiences across multiple gadgets and measure engagement on each touch point, building comprehensive roadmaps to conversion. They can confirm the right users are seeing digital ads and even serve websites which are customized to each consumer with dynamically generated content material.
The best part? Every engagement could be mapped to its respective touch point and measured. This empowers agencies to become better strategic advisors in letting clients know exactly what’s working (and exactly what isn’t).
The driving pressure behind this seismic change is data — the particular collection of it, tools to assess it, and automation algorithms that use it to capture and nurture the best prospects.
But how should agencies approach this new flux of data? What should they specifically focus on, and what can they afford to ignore?
This post will answer these queries and more. Let’s dive within.
4 Data-Driven Ways to Produce Better Targeted Ad Promotions
Crafting data-driven campaigns doesn’t always have to be overly complicated or even take months to put into action. The foundation of a solid strategy that harnesses the power associated with data to reach the right viewers can be built upon four primary tactics.
1 . Get programmatic with media purchasing.
The old methods of buying press have been upended. The days associated with reviewing spreadsheets, endlessly discussing rates, and committing to unbending long-term contracts that you are tied to — even after it becomes apparent that they aren’t working — are over.
Programmatic purchasing is an automated method of purchasing digital media in current that is easily adjustable. Which means if budgets change, in order to test new messaging, or if placements aren’t making good results, media buys could be changed or scaled instantly.
According to eMarketer, 83. 5% of US digital display ad dollars were transacted making use of programmatic technology in 2019.
In 2021, that number will certainly close in on 90%, and US digital screen advertisers are expected to invest nearly $80 billion.
This process gives advertisers a direct avenue to be iterative along with campaigns based on data received from first, second, plus third party sources.
With access to enhanced data and the ability to implement changes based on what reveals with no lead period, programmatic buying optimizes media placement quickly and gives marketers the ability to make changes depending on internal changes or external market forces immediately.
2 . Verify the right people are seeing your ads.
Digital marketers and platforms have their personal metrics for who views ads on specific channels, but the market changes quickly, and the data they offer is just not always accurate.
If real prospects aren’t seeing your own ads, then the money you devoted placing them is a waste. It’s important to verify that the amounts and demographics you’ve been promised match the reality associated with what is delivered.
The best way to make this happen is through third-party ad verification — but if you aren’t ready to make this investment, you are able to confirm for yourself that the tools and tactics used by advertising partners are working as guaranteed.
Ensuring users actually see the ads that have been served for them can get tricky. Some systems still use the legacy “impressions served” model where you pay money for each impression the moment the ad loads — but how do you know it was seen?
This can get especially complex when it comes to videos — not only do you have to consider how much from the player is in view, additionally you need to know how much of the video clip was seen.
Guidelines in the Media Rating Council count number a video ad as seen when at least 50% from the ad is visible for two consecutive seconds.
3. Personalize internet sites with dynamic content.
Your client’s website is made of dozens, hundreds, or even thousands of special visual elements — yet there’s no reason they have to become presented the same way to every single visitor. They can, in fact , become customized to individual customers based on what you know about them, providing dynamic content that is most likely to be relevant to them initial.
You already expect your advertising partners to understand internet visitors and only serve your ad to relevant focuses on. You can use the same logic to make different versions of your site that are displayed for each distinctive visitor.
Use the data which you have about each user in order to customize the experience. This information can come from browsing history, demographics, and your existing database of consumer data.
Even if you have no data available on a particular user, your website can make smart customizations based on navigation behaviors starting with the first click. This particular personalization ensures that every consumer has the most engaging experience and sees relevant provides that guide them with the conversion funnel.
4. Use people-based measurement to track multiple devices.
Statista estimates that, by 2022, mobile will outpace desktops for complete ad spend. But that doesn’t mean you can focus exclusively on mobile.
The modern buying journey is not always linear — consumers enter and get out of the funnel at will on different devices. They will connect to brands multiple times on computer systems, smartphones, and tablets prior to converting, and they expect a regular experience the entire way. The only method to provide this is to track related data about each consumer — and you can’t entirely accomplish this with device-specific technologies like cookies.
Instead, people-based measurement uses unique identifiers that can track engagement across devices. This gives you the capability to measure ROI by channel, obtain accurate reach and frequency measurement, and even connect offline conversions to online interactions.
With so many touch factors in today’s sales funnels, attributing conversion to the “last click” is no longer an effective measure in order to base decisions on. The right messaging at every point is essential to keeping consumers moving forward their journeys and you must tie it all to transformation.
Your Ad Campaign Shouldn’t Be a go in the Dark
Without the visibility of data-driven tactics, the customer journey is difficult to track, plus attributing conversions to the right engagements is nearly impossible.
Using the correct information to suggest media buying, messaging positioning, website, and touch point mapping elevate all of your advertising campaigns from shots at nighttime to highly targeted efforts with the power to right the particular course on any particular element that misses the particular mark the first time.
Editor’s note: This post was originally published in January 2017 and has been updated just for comprehensiveness.