Well, here we are again, halfway through February. Love is in the air, spring is peeking around the corner, and candy hearts are in high demand.
Yes, today is Valentine’s Day, and so what better time to show your customers how much you care? To help, we figured we’d share a few strategies that will have your customers crushing on you like it’s night one of The Bachelor.
Like love at first sight, customer conversions after only one marketing touchpoint are rare. Retargeting ads can help you re-engage potential customers in a personalized way.
Here are three tips for developing effective retargeting strategies:
Users want personalization: a recent study found that 56% of consumers expect all marketing offers to be personalized. So, once you’ve leveraged available data to create basic audience segments (i.e., groups of people who have taken the same actions online or who share a common demographic, interest, etc.), tailor your ads to those segments. Advertisers should leverage available data to incorporate customization and personalization into retargeting ads, as well as feature a strong call-to-action to prompt users to take the next step.
Dynamic creative optimization (DCO) is a highly automated approach that uses customer data to create thousands of variations of personalized ads automatically, based on individual customers or groups of customers. It’s more efficient, less error-prone, and ensures your customers are getting the personalized ads they want without you having to create each one individually.
For marketers keen on creating an effective retargeting strategy, cross-device retargeting is a powerful tactic. It allows brands not only to re-engage potential customers, but also to do it across their devices, creating a seamless customer experience. For example, a person might first encounter your brand as they browse on their phone while on-the-go, and, through the power of cross-device retargeting, could later be served a more personalized ad on their tablet or laptop to move them further down the purchase funnel.
Read more about how to create effective retargeting ads.
If you want a love and/or digital media strategy that lasts, you need to focus on a long-term approach that maximizes lifetime customer value.
Take the current economic upheaval: this uncertainty leaves little room for marketing that inadvertently steers away from maximizing lifetime customer value.
In a recent episode of the AdTech Unfiltered podcast, Basis Technologies' VP of Media Innovations & Technology, Noor Nasser, spoke with Vera Shafiq (VP of Digital Strategy, Location 3) to explore how and why advertisers must rethink some common but shortsighted marketing tactics that are curbing long-term success. Their conversation touches on strategies for generating long term, scalable, and sustainable results for agencies and brands.
Check out "How to Build a Digital Marketing Strategy That Lasts".
A worn-out opening line won’t do much for the date you’re trying to woo, and a generalized approach won’t win over your customers. Personalization is key to a great customer experience.
In today’s campaigns, customers want brands to move beyond a blanket targeting approach and create content that caters to their unique experiences. Studies show that 73% of all buyers (including both B2B and B2C) expect companies to understand their unique needs, while just over half (56%) expect offers to always be personalized.
When done manually, these types of omnichannel personalization strategies can be incredibly cost sapping and time consuming, relying on a host of disparate platforms. Marketers who are looking to successfully incorporate personalized moments into their advertising experiences—and find the greater flexibility, efficiency, and scalability required to implement them—will need three things: a strategy to streamline planning, technology to effortlessly control campaigns, and data-driven measurement. Fortunately, there is one existing solution that offers all that (and more): digital advertising automation.
Read more about creating personalized customer experiences.
A whopping 88% of customers believe trust becomes more important in times of change. And just like cheese, wine, and blue jeans, trust gets better with time. By using intentional strategies like these and staying savvy about brand safety, digital marketers can help build and strengthen trust across the entire customer journey. And who doesn't love the sound of that?
Ready to develop a media buying strategy that will rock your customers' world, but not sure where to start? Basis has all the tools, resources, and support you need to develop customer relationships that last.