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Marketing & Advertising

5 Real-World Marketing Campaigns Made Better by Geotargeting

Recent innovations in modern technology have made geotargeting one of the most effective ways to improve your marketing campaigns.

In this article, you’ll get some insight into brands that launched more successful marketing campaigns by using geotargeting. You’ll also discover related information about the results they achieve with their campaigns, as well as strategies to help you when you launch your marketing ads.

In addition, you’ll find tips on how to implement geotargeting effectively in your next marketing campaign.

 

Why Use Geotargeting?

Thanks to location-based technology, such as geo-filters and location data, geotargeting has become very precise. In other words, digital marketers no longer have to gamble on local pay-per-click advertisements.

It’s now more practical and cost-effective to include geotargeting in your marketing campaign, especially if you’re a local business.

This explains why more brands are investing in geotargeting marketing strategies.

Customers are also joining in as many say they don’t mind brands knowing their real-time locations if it helps them achieve a more satisfying shopping experience.

It’s a win-win.

Companies utilize geotargeting marketing to provide a more rewarding way to advertise their products and services. And customers are also embracing the technology as a quick and reliable way to find the products and services they need from their mobile devices wherever they are.

Let’s dig a bit deeper and explore what precisely geotargeting is, its applications, benefits, and look at some successful geo-targeting campaigns.

 

What is Geotargeting?

Geotargeting (or local PPC) is the term that encompasses the practice of delivering adverts or content to consumers (or potential consumers) based on their geographical locations.

For businesses, it means advertising products and services to local prospects.

There are several methods through which geotargeting can be utilized — from the zip code level using device IDs or IP addresses to geo-fencing, GPS signals, and more. 

The idea behind the technology is to understand a user’s needs in real-time so relevant ad content can be delivered at the right place and time. With those in place, the circumstances are right for the consumer to take the desired action — make a purchase.

Moreover, sending relevant ads to consumers creates a bond between themselves and the brand. A 2019 survey shows that 75% of consumers are more likely to be loyal to a brand they feel understands them. Geotargeting is that bridge to better understanding.

With that said, let’s look at some of the top benefits geotargeting provides to businesses.

 

Top 5 Benefits Geotargeting can Provide Your Business

Adding geotargeting to your marketing campaign comes with several key benefits. Here are the top five you can expect:

 

Personalized Content

A key advantage of geotargeting is that it allows you to create advertising content relevant to those who see them. You see, personalized ads create a better experience for users and a higher chance of a conversion.

When you know where your ads will be displayed, you can push specific products, stores, events, etc., that are unique to the people in those areas.

 

Effective Marketing Budgets

By restricting your ads to only the areas you want (places your products are available, popular, or already successful), your marketing campaigns can be more effective and cost-efficient.

 

Product and Market Development

Another advantage geotargeting offers is that it helps brands test new products or services in a more controlled market.

By displaying ads for new products in a specific location, variables can be better accounted for, providing you with cleaner data. You can then observe the results and fine-tune your offer for a larger audience.

 

Build Authority

If you want to build a reputation as the go-to brand for the product or service you offer in your neighborhood, geotargeting can help you achieve that.

By using your ads to showcase relevant community events, answer questions your customers have, and more, you can naturally connect with your local community and attract more customers.

 

Hide Ads from Competitors

Finally, geotargeting can give you an advantage over the competition. How? Exclude the locations where your closest competitors are from your advertising campaigns. This way, your ads can gain a headstart before competitors see them. 

 

Where Does Geotargeting Fit?

While a geotargeting marketing campaign is effective for many businesses, certain limitations can affect others. For instance, using a local pay-per-click (PPC) may not be the best option for products that can be bought almost anywhere (e.g., milk, soda, etc.). 

 

What to Avoid When Geotargeting

Before we dive into examples of real-life marketing campaigns that got better with geotargeting, let touch on pitfalls to be aware of:

 

Locations that don’t scale

Locations that cannot scale to generate adequate audiences for geotargeting are among the most common challenges to the practice. Some reasons this could happen include choosing a stand-alone location that does not have enough foot traffic to analyze, short-lived events that do not give enough time for audience capturing, etc.

Locations with multiple tightly clustered businesses (such as malls or multipurpose buildings) can also make geotargeting challenging.

 

Products or services available everywhere

Products that are generally available everywhere are not a good fit for location-based marketing

 

Businesses with sensitive data

Another challenge for geotargeting market campaigns is businesses that deal with sensitive data.

A typical example is healthcare offices. In cases like this, such businesses must fulfill the requirements of privacy compliance firms such as Network Advertising Initiative, TrustArc and the Digital Advertising Alliance, and TrustArc. Such conditions ensure privacy for consumers.

 

5 Successful Real-World Marketing Campaigns Aided by geotargeting

Many notable brands have used geotargeting in their campaigns to great success. Here are five notable examples.

 

UNIQLO

UNIQLO is a company that deals in casual clothing apparel for men, women, kids, and babies. It has more than 1000 stores scattered across the world.

The marketing campaign challenge

In 2012, UNIQLO was about to launch its yearly sales campaign, but they wanted better results. They decided to promote it using Facebook — which was the most popular social networking channel among the brand’s target audience of young people at the time.

To push their sales, the brand created a ‘UNIQLO Check-in Chance’ campaign, which gave everyone who checked in (on Facebook) at any one of their stores a chance to win 100 yen. After checking in, their details would go into a prize draw with 100 yen as the prize. However, the 100 yen could only be used during the sales period in a UNIQLO store.

Also, UNIQLO made all check-ins at their stores visible to all as entertainment rather than make the check-ins on Facebook only visible to friends.

 

Results

The excitement created at the individual stores due to the Facebook check-ins quickly became a global event. The prize draw and the possibility of winning a cash coupon encouraged check-in participation and drove traffic to the stores.

In other words, the Facebook check-ins served as a geotargeting campaign for people in that area.

Over three days, the UNIQLO yearly sales garnered an impressive tally of 202,479 check-ins — which was an all-time high. Furthermore, the Facebook page for the brand experienced over 10,000 likes from the campaign. Foot traffic to their stores also reached new highs. During the three-day sale period, UNIQLO sold clothing worth over 10 billion Japanese yen (which was just under $93,000).

 

Takeaway

The highlight of this campaign is how simple it was. A good rule of thumb is to keep your marketing campaigns as simple as possible such that your customers (or potential customers) don’t feel like they have to work to keep up with you. Additionally, throwing some incentives (such as the prize draw here) is a great way to get potential customers to take action.

 

Hyundai

Hyundai is an automobile manufacturing company that was founded in 1967. The company is renowned for its high-quality yet affordable cars.

The marketing campaign challenge

Hyundai had a problem with sales. People thought their cars were ‘cheap’ and as a result, sales were down.

In fairness, Hyundai cars have always been a more affordable option, but it didn’t make them inferior. 

So, how did they solve this problem of reduced sales?

Hyundai Motors America came up with a campaign they codenamed ‘Dealer Stealer’. As the name implies, the goal of this campaign was to ‘steal’ customers from rival dealers, and they used geo-targeting to pull it off!

They digitally mapped the locations of the stores of two of their major rivals — 115 Mazda dealerships and 282 Toyota dealerships, as well as 152 of their stores. Then, they kept track of those who walked into (or came close to) the stores of their rivals and collected their unique and anonymous mobile phone data IDs.

Then, they displayed Hyundai advertising deals on the mobile phones of these people, who are primarily customers looking to buy Mazda or Toyota vehicles.

 

Results

As a result of their geofencing marketing efforts, Hyundai had approximately 815,000 pairs of eyes viewing their ads, and at least 50% of this number reconsidering Hyundai as an alternative. This number was gathered from the click-through rate (viewers who clicked the ads), 50% above the industry average.

The company also kept track of the location of the mobile phone users to see if they eventually walked into a Hyundai dealership and re-targeted them with more mobile ads if they needed an extra push.

 

Takeaway

Hyundai Motors’ approach was ingenious. Chances were that anyone who walked into a car dealership was ready to buy a car, and that made them prime picks. All that was left was to isolate and target them with relevant ads highlighting their car deals, and they used geotargeting to achieve that.

 

Domino’s Pizza

Domino’s Pizza is the recognized global leader in the business of pizza production and delivery. It has numerous stores in the US and all over the world.

 

The marketing campaign challenge

Domino’s wanted to be able to advertise more effectively to their customers. So, they came up with a campaign to use text messages for effective hyperlocal advertising (top-tier geotargeting). But, they needed one essential bit of information — the addresses of their customers.

They asked their customers to provide their addresses when opting for their email and text pizza discount offers. Once they had this information, Domino’s began geotargeting using various categories (from ZIP codes to timezones, store locations, and even states).

 

Results

With this campaign, Domino’s has been able to carry out text message ads that are more likely to convert. Their hyperlocal advertising meant that they could target people in specific locations based on real-time happenings and offers.

For instance, a Domino’s outlet in a college town can send out text ads detailing special offers on the night of major games. Here’s another scenario — if there’s a thunderstorm in a Domino’s store location, they may send out ads to the people in that area to order in rather than having to go outside.

 

Takeaway

Domino’s Pizza used the incentives of discounted offers to encourage their customers to give them their addresses. The information was then used to make hyper-specific ads that targeted customers’ immediate pain points in real-time (getting soaked by the rain).

 

Coca-cola

Coca-cola is the world’s leading beverage bottling company, with its products sold in more than 200 countries.

 

The marketing campaign challenge

Coca-cola was looking for ways to streamline and optimize its supply operations for better sales and decided to use location intelligence (geotargeting).

The company used its vending machines — one-third of which are connected to the internet — to harness customer data. The machines use facial recognition alongside payment analysis to collect data on which drinks sell the best. Also, from the data they get from their machines, Coca-cola could tell which of the vending machines got the most foot traffic.

 

Results

Based on the data they got, Coca-cola figured out their ‘best-selling’ machines and the ones that didn’t get a lot of traffic. From this, they went back to the drawing board to redistribute their supply resources. As a result of a more optimized supply chain, they could increase their profits and save more on costs.

 

Takeaway

This example demonstrates the impact of analyzing sales based on location and then using geotargeting to optimize and drive sales in the areas where there is a larger market.

 

Van Leeuwen

Van Leeuwen is an ice cream company that was created in 2008. At that time, they started by selling ice cream out of a truck. Today, they have several stores in multiple states across the US and feature various ice cream selections, including vegan ice cream.

 

The marketing campaign challenge

Van Leeuwen was looking for ways to keep track of their customers so ads could be sent to them when they are close to a store. The company decided to use the location tracking feature of the PayPal app. 

As part of the campaign, Van Leeuwen required their customers to download and install the PayPal app on their mobile devices and then link it to their PayPal accounts. That was the first step. Afterward, they used the geolocation feature of the PayPal app to know when a customer was close to a Van Leeuwen store.

Once they got this proximity alert, they sent ads with enticing offers and deals to attract them into the store and make a purchase. Then, they let them pay for their creamy treats using the PayPal app. 

 

Results

As a result of the use of mobile payment options and the location-tracking benefits it offers, Van Leeuwen could use geo-targeted ads to drive customers into their stores and increase their sales effectively.

 

Takeaway

Everyone loves a convenient payment option, and Van Leeuwen leveraged that. They chose a mobile payment option that tracks user location from their mobile data. This allowed them to influence their customers’ decisions at the crucial moments during which they were close to Van Leeuwen stores.

Hopefully, these real-life applications have given you some insight into how you can apply geotargeting in your business’s marketing strategy.

 

Geotargeting Software

Here are some of the best marketing automation software you can use to get the results you need:

 

Facebook Location Targeting

Facebook has more than 2.7 billion active users, which makes it a powerful advertising channel. The best part? The platform also allows you to target users based on various criteria — from country to region or even city. Facebook also monitors the performance of your ads, deduces your best-performing locations, and reallocates your budget to target those locations.

 

Google Ads Location Targeting

With Google Ads, you can target only people in specific regions, or cities, or the radius of a particular area based on their mobile data. You can also target users based on specific countries, regions, or a radius around a specific location. 

 

Twitter geotargeting

If you think Twitter is a good match for your advertising needs, you can use it to attract your target customers. Twitter uses geotargeting to keep track of mobile user data, including IP addresses and mobile GPS signals. With this, you can restrict your ad campaigns to specific cities, postal addresses, or countries.

 

Instagram Locations and Geotags

Instagram allows users to tag locations on their posts. This way, when other users search for that location, those posts show up. Therefore, you can take advantage of this geotag feature when you post in your feed and story. Also, you can advertise to users in specific locations (say, near your store) via Instagram. 

 

LinkedIn Geotargeting

LinkedIn connects professionals based on their industries and geographic locations, which makes it an excellent ad tool. Moreover, the platform makes ‘Geographic Location’ a required field if you want to share an ad, so it’s just as well. With at least 2.8 million locations globally, LinkedIn allows you to target specific areas or regions.

 

Snapchat Location Targeting

Finally, if you’re targeting the younger demographic in a specific region, Snapchat may be the way to go. The platform allows users to target precise locations, countries, or even postal addresses. You can also share your ads within a particular radius or longitude/latitude pair.

 

Ways to Deliver Your Geo-Targeted Messages to the Customers

There are several means through which you can convey the content of your geo-targeted ads to your customers. Here are some options you can try:

 

Pop-ups: How Geotargeting Works for Pop-ups

You’re probably not a stranger to pop-ups while browsing through a website. Well, in the right location and on the devices of relevant people, pop-ups can be a powerful ad tool. If you’re sending out pop-up ads, ensure that you choose the most relevant audience for your products or service. You can also throw in some open-ended sales questions to encourage interactions and achieve more productive results.

 

Geo-targeted Email Marketing

Another option is geo-targeted email marketing. Over the years, emails have proven to be an effective marketing tool for brands and businesses worldwide. But with geotargeting and the right email client, the results can even be more exponential. With Geo-targeted email marketing, you can send your ads to people in favorable locations for your business, which improves your chances of converting.

 

Wrap Up

Today, many successful brands are implementing geotargeting marketing and increasing their profit margins. The real-life scenarios we discussed in this article are more proof. You can also join the ranks and achieve your company goals faster.

Make your marketing campaigns better with geotargeting today.

Categories
Business Data Marketing & Advertising

Why Using A Customer Data Platform Will Take Your Customer Experience to the Next Level

Why Using A Customer Data Platform Will Take Your Customer Experience to the Next Level

There’s no shortage of marketing tools that capture and analyze customer data. The problem? When businesses analyze customer data, each data set is usually treated as a standalone. But siphoning through data set after data set can be costly and inefficient. 

So, how do marketers combine different data sets into a single customer view? 

They use customer data platforms (CDPs). 

What are CDPs?

CDPs are data platforms that capture data from various sources and display it in a single unified customer database. In other words, they consolidate and integrate customer data into one central platform. This way, businesses can pull insights on a specific customer or prospect during various points of the customer journey. 

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Like all marketing tools, businesses use CDPs to understand their customers’ unique preferences and behaviors. 

But what sets CDPs apart from other tools is their ability to help businesses create customer-centric experiences.

CDPs give businesses the data they need to create relevant messaging — all in one place, in real-time. This helps them create messages that are custom-tailored to their customers’ preferences. When customers feel like a company knows them, they’re more likely to stick around. 

Let’s take a closer look at how you can use CDPs to take your customer experience to the next level.

Building a sales process 

Using a customer data platform can be invaluable to building a sales process that entices your customers to say “yes” without resorting to slimy tactics. 

Below, we’ve listed a number of ways businesses can use CDPs. 

1. Map out the buyer’s journey

Buyer journeys aren’t simple straight lines that lead to a sale. They zig, zag, turnaround, and zig again. 

Today, a buyer’s journey could start on one channel and toggle between several steps. Knowing how that journey ebbs and flows gives your organization a chance to ensure no customer slips through the cracks.

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That’s why it’s essential to map out your company’s buyer’s journey. 

Every step and interaction a customer goes through during the buyer’s journey produces customer data. 

Businesses that study these interactions and look for patterns can predict future buying habits. Understanding this behavior shows you what customers align with and what turns them away. 

To sum up: Understanding what actions customers complete before or after purchasing helps you nurture leads and create more enjoyable customer experiences.

2. Craft customer-centric sales funnels

Mapping out the buyer’s journey and analyzing customer behavior gives you a competitive advantage. 

When you can predict customer behavior, you’ll be able to:

  • Understand buying habits
  • Share relevant offers
  • Personalize content 
  • Build long-term customer relationships 
  • Speak to customers in their preferred communication style 

You’ll also be able to craft customer-centric funnels. 

Customer-centric funnels use the data you mapped in your buyer’s journey to take customers through a personalized sales experience. 

Each stage of the funnel is personalized for your customers. Some people will need more nurturing before making a purchase, while others won’t need much coaxing at all.

For instance, some customers will need a whole series of offers while others will buy after just two. 

Funnels also take some of the pressure off your sales team and create passive business revenue. 

If done well, they also help you build long-term customer relationships and repeat sales. 

3. Analyze detailed customer profiles

The most valuable part of a CDP is the personalized customer profiles. These in-depth, single customer view profiles are what set CDPs apart from other systems. 

Profiles detail each person based on data pulled from an array of channels. This means wherever your customer is — you are. Whether they’re in person or online, you have a compilation of their behaviors and preferences. 

This helps you craft unique experiences you know a customer will love. 

In the end, customers want to be seen as individuals, not as lead prospects. It can get cloudy when you’re analyzing data. Sooner or later, prospects look like sales targets on a spreadsheet. But CDPs have the distinct ability to create comprehensive profiles that feel human.

Every data point serves a purpose, is cleaned, and deduplicated. Next, the datasets are grouped together by theme. Finally, the data generates a unified customer profile. 

In a CDP customer profile, you’ll see details such as:

  • Their behavior 
  • Their engagement 
  • How they feel about your business
  • If they’re a frequent user
  • If they’re likely to re-engage 
  • Their likes and dislikes

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Personalizing marketing content and promotions 

Understanding customer behavior and preferences is essential to personalizing the content that enhances the customer experience. 

CDPs help businesses such as SaaS content marketing agencies personalize content and marketing promotions in a number of ways. 

1. Relevant messaging 

Customers don’t engage with campaigns that aren’t personally relevant. The data you collect from a CDP helps create relevant messaging your customers will connect with. Relevant messaging through target campaigns increases customer experience and loyalty.

For instance, Millennials prefer different messaging than Baby Boomers. Baby Boomers prefer different messaging than Gen Zers.

2. Content optimization

Understanding your customers also helps you optimize content to match a customer’s search intent. This helps you produce the right content at the right time.

Picture this:

You own a simple skincare brand, and you’re looking to increase your product base. Before you start getting creative in a lab, you analyze customer data in your CDP.

After noticing a series of patterns, you realize that your customers are searching for:

  • Sun protection sets
  • Bath bombs
  • Jade rollers
  • Beard oil

Not only does this show you what products to create, but it also shows you which target phrases to optimize your content around.  

You use those target phrases to plan out content briefs, research secondary keywords, and prepare SEO plans. 

By the end of your preparation, you’ve planned out three months worth of:

  • Topics to target
  • Secondary keywords
  • Frequently asked questions to answer
  • Content scores to target
  • Sales copy
  • Blog article outlines
  • Social media content 

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Along the way, you continue to keep an eye on your customer data. If you see a change in pattern, simply adjust your content as needed. 

This commitment to custom tailoring content to customers’ preferences enhances their experience with your company.

Segmenting customers 

While every customer has their own preferences and behaviors, it’s common for many to exhibit common patterns. 

CDPs give you tools to define your audience by segments based on these shared attributes and behaviors. Segments are based on rules, or they’re built using machine learning and AI. With these tools, you can enrich customer profiles with data you wouldn’t be able to gather on your own.

With the segmenting features, you can:

  • Predict customer churn 
  • Deliver relevant recommendations based on buying history
  • Identify customer advocates and frequent buyers
  • Identify similar patterns
  • Identify upsell and cross-sell opportunities 
  • Segment your customers using common attributes 
  • Tailor messages to those segments

Businesses can use CDP segmentation tools to optimize the entire customer journey from discovery to advocacy. 

To analyze and segment profile data, look for a CDP that has:

  • Prebuilt code
  • Visualizations that feel intuitive 
  • Out of the box features
  • 24/7 customer support 

An example of audience segmentation 

Let’s imagine that your business sells digital courses on personal and career development. You just set up a CDP, and you’re looking forward to trying the audience segmentation features. 

After identifying customer patterns and behaviors, you notice you have three main types of customer patterns:

  1. Frequent buyers that mainly buy career development courses
  2. Infrequent buyers that mainly buy personal development courses 
  3. Moderate buyers that buy a mix of both

 

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This insight helps you segment your customers into the following customer avatars:

  1. Career development customers 
  2. Personal development customers
  3. Career and personal development customers 

Later, you improve your marketing strategy to cater to these three customer avatars. You have three different kinds of social media campaigns, email newsletters, landing pages, websites, and paid ads. 

For your career development customers, you:

Focus your content on career advancement, job skills, and networking tips.

For your personal development customers, you:

Focus your content on personal growth, coping skills, and building self-confidence.

For your career and personal development customers, you:

Focus your content on how personal growth contributes to career growth.  

At this point, your content strategy is laser-focused and serves your three most common types of customers. 

Over time you keep an eye on behaviors and make adjustments when needed. You also keep an eye out for new customer avatars and buying habits.

Isn’t a CDP just a CRM?

CDPs and CRMs both work with customer data, but the two are pretty different. 

You may have wondered, “Why do I need a CDP? Isn’t a customer relationship management tool (CRM) the same thing?”

It’s actually not. 

While CRMs contain data you already know (i.e., name, email, and zip code), CDPs collect data you wouldn’t know over a specific time. 

But there are more differences between the two tools. 

Here are some major differences between a CDP and a CRM.

1. Data capacity 

CRMs were intended to keep track of customer and prospect interactions to automate the process for sales teams. They’re great for sales and marketing teams that need to pull customer information quickly. 

CDPs are great at handling large amounts of data from various channels. 

2. Known data 

CRMs only contain known data — they won’t be able to pull anything on potential customers you’ve never met before. 

CDPs work with both known and unknown data making them more valuable than most martech tools. 

3. Storage information 

CRM data stores simple information into a few fields — almost like a flashcard. It includes basic customer information such as name and contact information. 

CDPs have detailed information about a customer’s buying patterns, online and offline activity, and behaviors.

4. Data format

CRMs can’t handle data in a free-flowing manner. The system can only recognize data if it’s formatted in a specific way (i.e., a CSV file). 

CDPs take information from several sources and act as a central hub for customer data. They can handle both simple and robust information while also making sense of complex data. This includes online and offline data and behaviors. 

5. Monitoring and engaging 

CRMs are helpful for monitoring and engaging with customers and prospects throughout all phases of the buyer’s journey. They work well at managing contact information and also have automated workflows and reports. Solopreneurs and small teams often use CRMs. 

CDPs are helpful for tracking all aspects of customer behavior on and offline. They pull information from various sources for customers you know and don’t know alike. They help you segment audiences and refine your messaging. Startups, mid-size, and large companies use CDPs.  

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Which tool is better for customer experience — a CRM or a CDP?

While CRMs are helpful for engaging with customers at various parts of the customer journey, they’re still limited on information. 

The more detailed information a company has about their customers, the more insight they have as to what those customers crave.

First, you have to know what their pain points are. Then, you have to craft messages that align with customer needs. But a CRM can’t help you with that. It can help you manually look up customers and engage with them directly, but it doesn’t use machine learning or AI to scour customer behaviors.  

That’s why, in the end, CDPs are better tools for enhancing the customer experience. 

Ready to transform your customer experience to the next level? 

Customer experience affects every aspect of success, making CDPs invaluable to a business. 

With a CDP, you’ll understand how your customer thinks, what they’re looking for, and what they like. You won’t need three tools, and multiple data set extraction tools. Instead, your CDP will pull information from various channels for you. 

Not only does this save you time, but it also helps you understand how to reach your customers in a profound way.

From knowing how to craft messages to building long-term relationships, a CDP is every business’s trusted tool for up-leveling the customer experience. 

 

Categories
Marketing & Advertising News

Tamoco’s Accurate US Segments Available In LiveRamp & Adsquare

Are location-based segments the answer for marketer’s identity crisis?

For marketers, the cookie is an essential way of understanding consumers, their interests, and how best to deliver them relevant and engaging content and ads. Whatever happens with the cookie, many marketers have agreed that moving towards people-based marketing is a direction that the industry is well advised to take.

That’s why at Tamoco, we’re focused on supporting a marketer’s ability to be better at people-based marketing. We believe that device location can help build distinct audience segments based on real-world locations that drive results.

Tamoco has been in the location space for a while now. We started by using beacons and other sensors to deliver push notifications to users. A lot has changed since those days, but we feel that there’s still a lot that needs to be done for marketers.

The power of location-based targeting has been proven, but we think we’ve built something that gives marketers better certainty when using location-based segments.

For us, this all comes down to accuracy. For consumers, there’s nothing worse than a lack of relevance in their advertising. We noticed that much of the location data that was being used to target consumers was simply inaccurate.

That’s why we built our visits product. It takes multiple device signals (such as movement type, acceleration, and altitude) over numerous data points to measure visits to real-world locations more accurately. Marketers can now be sure that the person they are targeting with their ads spent time inside a retail location, rather than just walked past.

But the best part for marketers is that we’re integrating this all directly into LiveRamp and Adsquare.

With Tamoco’s segments, marketers can accurately target consumers based on their behavior in the offline world. Tamoco offers hundreds of unique audiences, based on a detailed analysis of visits to real-world locations and points of interest. These segments run across multiple industries, from retail stores to restaurants, entertainment venues, and travel locations.

 

How to access Tamoco segments from within LiveRamp

Tamoco’s location based segments are available through the LiveRamp platform. Activate these segments today to target people and provide a better advertising experience for consumers.

Tamoco makes 70 pre-build segments available in the data store; these are split by POI category and refreshed monthly.

Our off the shelf segments can be found by following Tamoco > US > Location data > Verified visits > Month Year > Segment name. E.g. Tamoco > US > Location data > Verified visits > Month Year > QSR

Tamoco off the shelf segments are also automatically pushed to DV360 and available through their marketplace.

We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to 198 Liveramp data partners; including Adobe Advertising Cloud, Amazon, Amobee, Facebook, Hulu, MediaMath, Roku, theTradeDesk, Verizon and Xandr.

For customized options, please get in touch here.

 

How to access from within Adsquare

Tamoco’s location based segments are available through the Adsquare platform. Activate these segments today to target people and provide a better advertising experience for consumers.

Tamoco makes pre-build segments and audience profiles available in Adsquare and these are also pushed to all public marketplaces; these are split by POI category and refreshed monthly.

Our off the shelf segments can be found by searching for Tamoco in the Adsquare platform or in any marketplace you use.

We can build custom segments (based on more tailored POI categories, brands, locations, smaller time windows) and push these to any of the social media platforms integrated with Adsquare including Adobe Advertising Cloud, ApNexus, Facebook, MediaMath, theTradeDesk, amongst others.

For customized options, please get in touch here.

Categories
Marketing & Advertising

Everything You Need To Know About Attribution

Marketers now have a bigger arsenal than ever before. It’s a digital arsenal, an outdoor advertising arsenal, a location-based, personalized, tailor-made arsenal of marketing channels that attract customers.

All this power comes with a problem; it’s hard to tell which marketing channels have the most significant impact on your business. Creating dozens of campaigns across several channels might get the word out about your business, but you’ve got to tie leads back to the marketing channel that delivered them if you want to know what’s working.

That’s where marketing attribution comes in. Attribution means tracking each touchpoint customers have with your brand and assigning credits to those touchpoints according to how much they impacted the customer decision. According to data from HubSpot, companies that use attribution to show marketing ROI have a 12% bigger marketing budget than those that don’t.

Without attribution, you won’t know how to adjust spend and allocate resources towards the most effective, efficient marketing channels. Let’s make sure that doesn’t happen.

 

The Issue of Offline Attribution

Attribution can solve the problem of how to give credit to offline conversions. Imagine that someone calls your business after seeing your billboard, bus stop ad, or brochure. How do you assign credit to that marketing source if you can’t track a click?

Call tracking numbers can solve this issue. Simply put a tracking number on the ad, link it to your real number, and use call tracking software to capture that lead and track it back to the marketing source.

Offline attribution methods like call tracking allow you to quantify revenue from non-digital ads. As for the digital ads? Many tracking tools use first-click attribution; when credit goes to the first click that brings a user to a website.

 

A Simple Guide to First-Click Attribution

Picture this; someone performs a Google search for “what is CRM software.” That user finds your site in the search results and clicks. They visit your site, see your number and eventually call your salespeople. This is a lead, and the credit for this lead goes to the first marketing source they clicked on; Google organic search results.

Now let’s imagine something different happened. Instead of calling your sales team, that user ended up leaving your site without making contact. A few days later, they saw one of your PPC ads while searching for CRM software again. Recognizing your company name, they clicked the ad, called the tracking number on the landing page, and got in touch with a salesperson.

The credit for this lead still goes to Google Organic because that was the first click this user made before interacting with your site. There’s a problem though; PPC marketing also played an essential role in converting this customer.

Without the ability to track and account for all your marketing sources, you’d risk overvaluing Google Organic and undervaluing the PPC campaign simply because first-click attribution didn’t split the credit evenly between the two marketing sources. Marketers have recognized the need for more data and multi-channel attribution; a 2016 study found that 39% of marketers planned to use six or more marketing channels over the next two years.

 

Expanding Attribution with Better Data

Landing Page reports and Lead Page Reports give you the extra insights you need to assign lead credit across all marketing sources accurately. Landing Page reports tell you which web page the lead first landed on when coming to your site, a tidbit that can help you identify the keyword they used to search for your product. For instance, if they land on a specific product page, they likely used a keyword related to that product.

Landing Page reports can also reveal the other marketing methods leads used to visit your site. You may be sending out emails with links to pages on your website, or you may have backlinks from other sites, and landing page reports can reveal whether or not the people who clicked on those links ended up converting.

Lead Page Reports are a little different. They reveal which page the lead was on when they took a conversion action (calling, filling out a form, or initiating a chat). These reports reveal how effective various web pages are at turning prospects into leads.

First-touch attribution may only reveal one marketing channel’s effectiveness, but combining attribution data with a landing page and lead page reports will reveal how the various marketing channels intersect and impact the customer journey. In fact, you can even bring location data into the mix.

 

Realizing the Power of Real World Store Attribution

Attribution isn’t just for digital businesses. Integrating a real-world store attribution tool into your marketing stack will tell you when leads saw your marketing, when they came into your business and when they made a purchase. For brick and mortar businesses, this is a must. It’s also no longer a futuristic technology reserved for a select few; real-world store attribution tools are available.

With these tools, you can see how to drive traffic to your Shopify store, as well as your real0world store. You can see how long people stay in your stores, how often they visit, and demographic information about each customer. Maybe some marketing efforts drive people to your stores, but those people don’t make large purchases. You might be able to identify the marketing efforts that drive high-value customers to your stores, who make large purchases and come back for more.

The prevalence of mobile devices among the population has made real-world store attribution possible. However, these devices are just one part of the multi-device ecosystem that marketers must follow to capture every lead and trace it back to the marketing source.

 

The Need for Cross-Device Attribution

According to this Google research project, 51% of consumers will search for products across multiple devices, and 48% will directly navigate to their destination website from a different device than they used to find the site initially. Someone might search for a new CRM software on their phone, find a product they like, and then use their desktop computer to navigate that website directly and buy the product. Attribution has to be able to keep up with these changes.

That’s a lot of information to keep track of. Luckily for us marketers, that study was conducted in 2012, and attribution technology has caught up since then. While most consumers probably use multiple devices to shop even more frequently in 2020, it’s easier to track all searching, browsing, and shopping with cross-device attribution tools.

 

A Wrap-up on Attribution

Attribution is one of those marketing phrases that gets thrown around a lot, but it boils down to how well you can understand what marketing works. It’s the process of capturing data, tying it all together, and creating simple reports that explain what’s going on. If you can do that, you can calculate the exact impact your marketing has on the business’ bottom line. That’s valuable information, and it can make you, as a marketer, invaluable to your company.

Categories
Marketing & Advertising

What is Geofencing? Best Guide To Using Geofencing In 2021

It’s high time we took another look at Geofencing. The technology has been a powerful way to reach consumers in the best moment in the right locations. But how have the capabilities changed, and how can marketers best use the technology as we move into a new decade?

 

What is Geofencing?

Geofence marketing is a form of location-based marketing where a geographic boundary is placed around a point of interest. When a mobile device enters this area, the geofence can trigger several different events. These triggers are usually the delivery of some kind of advertising. Historically this has been via SMS, but increasingly this process has developed to include push notifications and even fit seamlessly into the programmatic advertising stack.

 

A definition of geofencing in 2020

Geofencing is a technology that has been around for a while. It is always developing, and marketers are finding intuitive new ways to use it effectively.

Geofencing is useful for instant location-based advertising. But its use can move beyond this simple moment marketing. Geofencing can be used to identify and build large addressable audiences over time. As we’ll see, it can even have a role in retargeting, attribution, and other location-based insights.

 

How does geofencing work?

Geofencing mostly consists of the following steps:

  • Identify a geographical radius around a real-world location.
  • Set up a geofence (virtual barrier) around the location.
  • When a device enters or exits, an event can be triggered.

 

What are the limitations of geofencing in marketing and advertising? (What you can’t do)

Not all geofencing technology is perfect. Sometimes a device registers inside a geofence when, in fact, it isn’t. Other times the geofence is set around a store, but in busy cities and other hard to measure locations, sometimes this means that devices are falsely attributed to the physical location.

These issues mean that geofencing has to be accurate. To provide maximum value to consumers, ads have to be relevant. Directly sending everyone that walks past a store, a message isn’t a viable option.

At Tamoco, we are obsessed with accuracy. We want our customers to be sure that a device is being targeted because it actually visited a location. So we build a solution that understands more than a single data point when calculating if a device is inside a POI or geofence.

Geofencing also has potential scalability issues. Being so highly targeted and in the moment means that the addressable audience in a geofence campaign might be quite small.

A geofencing campaign might work across McDonald’s stores, for example, but this is because there are a significant number of them. When dealing with smaller campaigns, the reliance on your own audience might not be enough.

For this reason, it might be better to target a type of consumer or build a segment over time that consists of visits.

 

What you can do with (better) geofencing

Simple geofencing push is no longer as powerful as it used to be. With better accuracy and a slightly different approach, you can still use location to achieve convincing results. Let’s see how.

 

Marketing and advertising

Targeting

Geofencing has traditionally been used to target devices as they enter a geofence. The brand would place a radius around its stores, for example. When a device using their app entered these areas, they would be sent a message encouraging them to visit the retail location.

As we’ve already mentioned, this isn’t always accurate in practice. Larger geofences are likely to include devices that aren’t nearby or not inside a competitor store. This can render the advertising message irrelevant.

Another potential issue with geofence targeting is the lack of audience scale. If you are using the technology with your own application, a large audience is required to send messages on the scale needed to shift the needle.

Better geodata means that you can look at device across how it behaves over time. In the moment targeting is effective, but building up a detailed profile and using this to build segments provides you with more reach and better accuracy.

Using location data for geotargeting means that you can target more devices outside of your first-party audience. You can read more about location data for targeting here.

 

Measurement geofences

Another benefit of using location-based targeting is the ability to measure the effect of location-based marketing or geofencing campaigns. For example, if you target devices based on their proximity to a location, how do you know if they performed the desired goal, especially if this is in the real world.

Using location data to target means that the same technology can be used to confirm if devices visit a retail location after being delivered any kind of advertising. Better accuracy means that you can be certain of a venue visit, rather than just a person walking nearby.

So using accurate POI geofences or polygons can help you to attribute your advertising campaigns. This extends beyond your geofencing campaigns to include your digital advertising, out oh home campaigns, and much more.

 

The future of geofencing marketing

Geofencing marketing v location targeting

Geofencing in marketing can still be an effective way to reach consumers in the best possible moment. But for brands that want to identify larger groups of relevant consumers, this isn’t always the best solution.

Instead, location-based audience segments offer the best of both worlds. These segments are still based on real-world locations and therefore carry real-world intent. They are scalable because these segments can be built over a longer time period.

Another benefit of these types of campaigns is that you can activate segments directly in your marketing channels.

This means that you don’t need to rely on push in apps. You can use the entire programmatic marketing stack to target users wherever they are.

 

About Tamoco’s location segments

Our segments provide more scale for marketers looking to do better location targeting. Our first-party data focuses on accuracy, allowing marketers to do more precise geographical based campaigns.

Activate location-based segments today.

Categories
Marketing & Advertising

Out Of Home Advertising (OOH) – All You Need To Know In 2021

 

It’s certainly an exciting time to be involved in the out of home advertising space. The demand for OOH campaigns has remained constant over previous years. Still, as we move into a new decade, the industry is understandably excited about what the future hold for real-world advertising.

A combination of tech advances with the traditional benefits of real-world ads has made the world of OOH unavoidable for many marketers and advertisers. We take a detailed look at the industry, where it’s been and what it might look like in the coming months and years.

 

What is out of home advertising?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer’s home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it’s not on your mobile!), then you are most likely looking at some kind of OOH ad.

We all spend time outdoors, and with the growth of digital advertising, it can sometimes be hard to get your message heard. OOH solves this and is now combining with digital advancements to make it a powerful tool for advertisers and marketers.

 

Types of OOH advertising examples

Billboards

Busses

Posters

Tube system, metro, and other travel locations

Airport

Taxis

Street furniture

 

Benefits of out of home advertising

Out of home advertising can be a brilliant alternative to the world of online digital advertising. It can have limitations; for example, the rise of adblockers has meant that digital ads viewability isn’t always perfect. Combine this with the sheer amount of information that consumers are faced with online, and it’s easy to understand why digital advertising isn’t always the best solution.

With out of home advertising, this isn’t a problem. OOH ads are difficult to avoid, and they can have a significant impact on consumers due to their size and contrast to the real-world environment.

Alongside this, OOH has a positive effect as a complement to digital advertising. One study found that consumers are 48% more likely to interact with a digital ad after being exposed to an OOH ad first.

 

What you can do with out of home

Create impactful advertising campaigns

The reason that advertisers love OOH advertising is due to the potential impact that it can have on consumers. They take notice of these large OOH ads.

OOH campaigns can’t be ignored, compared to TV, radio, or mobile, which can often be turned off, or the consumer can move to another channel.

This means that advertisers can launch highly visual, impactful campaigns that attract the attention of consumers and allow brands to get their message to cut through.

 

Be creative

Out of home is a great place for creativity to thrive in the world of advertising. Large scale, impactful ad space is a fantastic place for creativity to thrive. Couple this with the need to provide a clear and lasting message, it’s perfect for testing some of your brand’s most creative ideas.

Combine this with the rise of data and new interactivity that is growing in the OOH space, and it’s easy to see why creativity is a key component of OOH campaigns.

 

Use location intelligently

Out of home advertising is extremely location-driven. Being in the real world, advertisers must consider where to place their ads to have the most significant impact.

With the rise of DOOH and other adtech stacks, advertisers can now do much more with location than previously available.

For example, it’s possible to understand, in real-time, the demographics of consumers that are nearby to OOH ad inventory. Based on this, advertisers can deliver dynamic ads that best suit the consumers at any given moment.

In the same way that digital marketing services have evolved to provide detailed insights and analytics into ad engagement and conversion, OOH advertising has now caught up. Campaign impressions can be measured, and attribution is now possible — all making OOH ads a powerful toolkit for any marketing department.

 

Purchasing in real-time

In previous years the purchase of OOH ad inventory was a laborious and time-consuming process. Today, digitization and innovation have meant that the time between purchase and viewability has been decreased to minutes.

This means that campaigns can be more adaptive and more likely to engage with consumer’s current surroundings and situations. For example, changing creatives based on the weather.

These advances have meant that the category is growing quickly amongst marketers and advertisers, with much of this growth being attributed to the digitization of the OOH space.

 

Trends in out of home advertising

The DOOH element of the industry is growing quickly. The industry is expecting to grow rapidly as the revolution that has swept across other areas of advertising and marketing to new heights reaches the OOH industry.

But what is everyone talking about in the industry? What are the trends that will dominate the following decade and beyond? We take a look at what we think will be the key trends as the industry grows and becomes more of a digital proposition.

 

DOOH

While the majority of OOH inventory is physical, more digital screens are now a crucial part of OOH campaigns.

Digital screens are providing better optimization, and this means that advertisers can create more personalized messaging. ON top of this, it’s possible to use different kinds of triggers to trigger a more dynamic form of OOH advertising.

This innovation is no longer in its infancy, and advertisers have shown precisely how effective digital OOH can be. As well as this, they have demonstrated the scalability of DOOH.

Better and more accurate data is assisting in these innovations. Advertisers can now offer dynamic media based on the demographic and behavior of mobile devices in real-time.

Real-time advertising is critical, but in reality, it is part of a growing trend in which the industry is becoming a more reactive solution. The large amount of data that marketers now have at their disposal is fueling this. This versatility is driving OOH personalization and leading to fantastic results for advertisers that are using DOOH to achieve their goals.

 

Purchasing digital OOH media programmatically

A considerable advancement in the space is the Programmatic buying of OOH media.

This was previously a process between the advertiser, digital marketing agency, and the owner of the OOH.

The buying of OOH inventory has not just become automated and available to buy instantly. Still, it is now available in many of the same platforms and locations that marketers can purchase their mobile or display ads. Because of this, advertisers can now build campaigns seamlessly across several channels and mediums, including OOH.

This real-time purchasing also facilitates the use of first and third-party data sets. Encompassing this into campaigns can have the same effect that it has had in the world of digital marketing, namely, maximizing personalization and boosting ROI.

 

Attribution and measurement

One of the areas where the OOH industry struggled in comparison to digital media is in the area of measurement. Marketers can see detailed insights into the effect that their digital campaigns are having on awareness and conversions, all quantifiable and easily visualized. But now data has enabled this for the OOH industry.

As a result, brands can now see the number of impressions an OOH ad has generated. Analytics and insights have moved on from using surveys to gauge these metrics.

But this innovation with data doesn’t end with impressions. Smart data can help to close the out of home attribution loop. Movement data around store visits can bring digital attribution to the offline world and OOH ads.

 

Tips for OOH campaigns

As with any kind of marketing campaign, careful planning is crucial to make sure you get the most value from OOH advertising.

We live in a world where the smartphone can dominate attention. So breaking into that is a crucial goal of OOH campaigns. This is, as we have mentioned, becoming easier with the rise of DOOH and other interactive technologies.

Here are some essential tips to make sure that your OOH campaigns are a success, and you get the best return from your OOH budget.

 

Data is a key tool

One of the most significant transformations to hit the world of advertising and marketing has been the availability of data. This has led to better personalization, improved targeting, and more accurate measurement.

Make sure that where available, you are making use of data in your OOH campaigns. Understand what the options are to use your own datasets to improve your campaigns if buying OOH media programmatically look at how data can improve the results of your campaign.

For marketers, OOH is now an exciting place to be. Data is fuelling innovation and creating powerful DOOH campaigns.

We now have access to a large data ecosystem that wasn’t available ten years ago. These data sets have enabled advertisers to do more with their activities and campaigns.

However, the advertising is only as good as the data the fuels it. Marketers must be aware of the data they are using in DOOH. Third-party data needs to be highly vetted, and direct partnerships with 2nd party providers are a much better solution.

 

Try a shareable campaign

The best out of home advertising campaigns are designed to create a buzz. These campaigns work better when people are talking about and sharing them.

A great example is a recent campaign around the BBC TV series Dracula – the dynamic and provocative creative was widely shared on social media and became a viral sensation. All because it was the perfect blend of creativity and sharability.

 

Sometimes busier locations are better than more locations

It can be tempting to buy more sites or locations that are cheaper. But with OOH advertising, it can be much better to take a different approach.

To create the most impact, it can be better to choose a high traffic site that will reach as many people as multiple locations.

 

Less is more with OOH

With out of home, it’s important to make sure your message is simple. Less is more when it comes to OOH because most consumers will only look at your ad for a short period.

With a few seconds of attention, it’s important to keep the number of words to a minimum and to use visuals that are likely to grab attention. The aim is more to intrigue than to inform.

 

Next steps

Advertisers and marketers

See what you can do with OOH, get started with a campaign, or get the data you need to create a campaign that will smash your goals.

Read more 👉

 

OOH companies, agencies and inventory providers

Want to offer a smarter solution for brands and advertisers? Get in touch for compelling attribution, measurement, and other data tools that will transform your OOH offering.

Learn more 👉

 

What is out of home advertising?

Out of home advertising (OOH) is a form of advertising that can be found outside of a consumer's home. Traditionally this includes everything from billboards to bus shelters, benches, and everything in-between. If you see an ad outside of your home (and it's not on your mobile!), then you are most likely looking at some kind of OOH ad.

What are the main types of out of home advertising?

The main types of OOH ads are billboards, Street furniture, POS displays, bus shelters, kiosks, and telephone boxes. As well as this all advertising in transport locations.

Why is out of home advertising important?

OOH advertising is important because it gives brands a chance to communicate with a large number of consumers with powerful messages.

Categories
Apps Marketing & Advertising

What Is A Consent Management Platform? All You Need To Know 2020

Introduction

Since the introduction of more detailed privacy regulations, such as the GDPR and the CCPA, businesses have started to take consumer consent and data privacy seriously.

Consumer data comes in multiple forms, and it’s used for many different purposes, from advertising personalization to monetization.

Because of this, collecting and managing consumer preferences on how all of their data is used across these different use cases is not exactly the simplest of tasks.

Privacy laws have meant that businesses need a robust solution that provides consumers with this choice. Enter the consent management platform (CPM) – a toolkit that is designed to do just this.

 

What is a CMP

For consumer-facing publishers, there is a huge issue here. These businesses work with multiple partners across the advertising ecosystem. Each partner has numerous uses for consumer data, from advertising to personalization. Asking and managing this consent across an entire user base is a daunting task.

This is where a consent management platform comes in. By collecting user preferences for different data types and different uses and various partners, CMPs provide this functionality.

Think of a CMP of something that sits between the publisher and the user. It informs users about the type of data that the publisher will collect, whether through forms, or another method, and what this data will be used for. It allows consumers to modify these settings, stores this, and gives consumers a chance to opt-out and change these settings.

What this looks like for the consumer is usually a simple dialogue. This dialogue allows them to choose how their data is used. These preferences are stored and ultimately control of how user data moves between the publisher and the broader advertising ecosystem.

As a lot of new privacy regulations require businesses to offer this level of functionality to consumers, consent management software is a vital tool for any modern company.

 

Why do you need a CPM?

To give users the option to take control of their data.

CPMs provide the consumer with the opportunity to control their data and how it is used. They allow consumers to understand who is using their data and for what for.

CPMs give consumers the ability to revoke this access and update these preferences at any time. The tools then automatically communicate these consumer requests throughout the data supply chain.

This proves detailed control of personal data at an end-user level. This level of functionality puts the user in control and increases trust between a publisher, app, or other consumer-facing platform and the users that ultimately bring them revenue.

 

To comply with privacy regulation

The main reason that you need a CMP is to comply with relevant privacy laws and regulations. These tools are useful because they can be universally integrated across every consumer-facing platform, allowing companies to comply instantly.

Regardless of whether you’re an EU based business or not, correctly managing user preferences should be a priority. For website owners and publishers, offering users the choice and allowing them to achieve these at any point is fundamental to how regulators see the data-driven world.

 

To deliver better experiences, improve personalization or monetize user data

First-party data uses still require the same level of opt-in as data that is sent on to third-party solutions.

That means if you are using customer or user data for analytics or insights, you’ll need to implement the choice controls that come with a CPM.

This also applies for personalization, whether first-party page personalization or passing data onto third-parties to deliver personalized ads on your inventory.

As well as this, CPM functionality is required for data monetization or other activities where a user’s personal data is used for monetization purposes.

 

Are all consent management platforms compliant with GDPR and CCPA?

Well, no. You’ll have to check with the current privacy laws to be 100% sure. An excellent way to understand which CPMs are is to check to see if they use the IAB framework.

 

IAB transparency and consent framework

The IAB GDPR transparency and consent framework was built to understand what is needed from a CPM from a technical standpoint to comply with the GDPR. If that sounds like a mouthful of acronyms, then don’t worry, it can be a little confusing.

What this does in practice is sets several hoops for CMPs to jump through for their consent management platforms to be GDPR compliant. So, look out for this term when choosing a CPM as it means they have taken the time to verify that they are following best practices according to the leading industry body.

At the time of writing, there is currently no equivalent for the CCPA.

 

The Tamoco consent platform + SDK

A CMP is a powerful tool that should be implemented anywhere where consumer data is being processed or stored. For these reasons, it makes sense to have a CMP that can cope with large amounts of consumer preferences and can manage these in several different locations and platforms.

The Tamoco CMP collects user preferences in applications. It allows consumers to collect and manage use preference for data collection and data use.

Our CMP is the world’s first mobile-first CMP that allows developers to comply with data privacy legislation such as the GDPR and the CCPA.

With a straightforward integration app developers can take control of their app and deliver privacy management at scale for all of their users.

Categories
Marketing & Advertising

Advertising Cookies & Retargeting – What’s Changed + Solutions

It seems that you can’t go anywhere in the world of online advertising at the moment without the conversation moving onto the role of advertising cookies, and what the future holds.

With the implementation of GDPR last year, the California Consumer Privacy Act coming into play in 2020, the cookie has come under increasing pressure.

Combine this with Apple’s Intelligent Tracking Prevention and the whispers that Google is also looking to block third-party cookies, and you can understand why everyone in the space is a little worried about what the future holds for the cookie.

We’re going to look at this future, how the cookie works, and how marketers and advertisers can adjust for any upcoming changes in how the advertising industry uses web cookies.

 

What are advertising cookies? How do cookies work for advertising?

First of all, what role do cookies play in the world of advertising?

Well, cookies are small code snippets that store information related to how the user behaves on the web. This cookie is stored on the user’s web browser and can be used accessed to store and change data related to the user.

Cookies can store a wide range of information, such as the pages you have visited and for how long.

We can divide these further types:

First-party cookies

First-party cookies are created by the publisher or website owner when a visitor is on their site. This is usually used to understand which user is returning and ensure that the page content is right for that user. Often, this is something like language or another element that helps with the user experience.

These cookies also include analytics, such as Google Analytics, which used cookies to measure how users use the site.

Third-party cookies

Third-party cookies are used in the digital advertising ecosystem for retargeting and for behavioral-based targeting. Adding these types of cookies to pages allows advertisers to understand how users behave across the web. Using these, they can build a profile that can be selected to target with ads that are more personalized to each user.

 

What are cookies used for?

Advertising cookies can be used for analytics and for managing the user experience. But we are interested in the role that they have in the advertising ecosystem.

Here cookies are used mainly to retarget users based on which site and which pages they have visited. What started as a simple way to deliver products to users who had already seen them has now developed into sophisticated methods to target users that have previously visited a specific page or product.

The other side of the advertising cookie is to build audiences based on profiles. As a user visits a site, this information is used to build a profile for that user. This profile contains information such as age, gender, and interests. These profiles allow marketers to build and create new audiences that are relevant for their product or proposition.

 

What’s changing

The most significant change to the advertising industry in the last few years has been the drive for transparency and user privacy.

Privacy regulators have introduced legislation that limits how advertising cookies can be used to collect user data. These have created a massive issue for the advertising ecosystem, which relies heavily on third-party cookies to build profiles and target audiences based on behavior.

This is because programmatic advertising relies on these third-party cookies as the basis for user-level targeting and attribution. Without this process, marketers can’t target users with more personalized ads and understand when these ads lead to conversions.

As well as this, the people who bring the internet to users have also started to take a tough stance on the issue. At the time of writing, Apple has already announced an anti-tracking update to its native browsers, which blocks the use of third-party cookies. Firefox has implemented a similar policy, and there are reports that Google, who’s browser user base makes up over 60% of web usage, is looking at a similar process.

Another implication for advertisers is that the world has become more mobile-first since the invention of the web cookie. Users are using apps and mobile solutions much more instead of sitting behind a computer.

With all this, it makes a little more sense that advertisers are worried about how these changes will impact their business. But it’s not all doom and gloom – we have some examples of how advertisers can still deliver personalized ads and retargeting campaigns that work.

 

Potential solutions

Focus on people and context

Instead of looking at the type of consumer and using this to build audiences, advertisers can focus on context.

Rather than focus on the user, placing greater emphasis on where the user is can be an effective way to target audiences. For example, using keywords to gauge purchase intent. Or using a user’s real-world location or environmental factors to understand factors beyond the user that make them ideal for targeted advertising.

 

Focus on first-party data and reliable first-party providers

First-party data will become an even more valuable currency for targeting users. Solutions that can combine first-party insights and compliance with privacy regulations will be invaluable for advertisers.

These datasets can help to target consumers reliably and with consent from the end-user. For example, anonymized first-party mobile location can be used to retarget users that have visited a physical store.

 

Wait for a persistent identifier

A persistent identifier is a solution that is commonly suggested as the ecosystem moves away from the cookie. Using this form of identifier, that sits with the consumer and requires explicit compliance with privacy regulations could be a solution.

The problem here is getting this to exist in one form, that’s standardized and that everyone can agree upon. Some areas of the advertising supply chain have introduced this already – but these don’t follow the same standards, making it difficult for advertisers.

 

Look at other channels

Advertisers will begin to look at channels that don’t require third-party advertising cookies. These will include traditional channels such as email, TV, and app-based ads.

These systems allow advertisers to use a persistent identifier for personalized advertising and marketing.

 

Conclusion

Marketers and advertisers will need to think about how they can focus on people based personalization in a world where the advertising cookie no longer exists. First-party data or reliable first-party data providers will become a vital source of behavioral data. Using alternative behavioral information, such as location, is a great way to deliver retargeting and personalization at scale.

Mobile ad IDs are currently universal and tracking identity across the moble infrastructure is much simple than the web. The role of advertising cookies is changing and quickly. People-based advertising and first-party data could well be the solution that the industry is looking for.

Categories
Marketing & Advertising

What Is Market Segmentation? Everything Marketers Need To Know

Whether it’s running effective ad campaigns or crafting the perfect message, market segmentation should be a fundamental part of every strategy.

You have spent the time building a B2C or B2B marketing strategy, and now it’s time to make sure that it resonates with the right audiences.

As audiences get bigger, it can be easy to overlook the value of clear and concise messaging. The bigger an audience, the more diverse the needs of that audience are, any digital marketing course will tell you that. That’s where market segmentation comes in, allowing you to focus your B2B marketing efforts on specific segments.

Segmentation provides an edge over the competition as you can prove that you understand who your audience is and what they need most.

 

What is market segmentation?

Market segmentation is the process of dividing audiences into smaller groups that share the same characteristics to optimize marketing and advertising and sales results.

This practice is a standard business practice that involves identifying key traits that group audiences and using these to build more specific audiences. Market segmentation also allows brands to create more personalized ads, marketing, and sale journeys.

At the heart of this is the idea that consumers are likely to respond to more personal and customized messaging and campaigns. As a marketer, it’s hard to appeal to your entire audience with a single message. Some might respond differently to a specific message. That’s why market segmentation is essential – it the method of segmenting audiences to provide a more tailored solution.

 

Types of market segmentation

There are many types of market segmentation. Generally, these methods can be defined into four main categories.

Geographic

Geographic market segmentation is the process of targeting consumers based on a defined geographical boundary. Consumer interests can vary dramatically between different regions, and often preferences can be similar across smaller geographic areas.

Sometimes this process of market segmentation can be a simple as weather associated with a geographical location. It wouldn’t be very productive to sell warm clothes to a region where temperatures are low year-round.

Broader regional segmentation includes looking at countries, cities, and postcodes to group audiences. Specific postcodes can determine household income and even interests.

Geography goes hand in hand with both language and culture. Understanding and segmenting your audiences based on location can help to convey the right message (think soccer in the US and football in the UK).

There are many ways of understanding location, from surveys and addresses through to more up to date and accurate solutions such as location data providers.

 

Demographic

Demographic segmentation is a powerful way of creating specific audience segments that share similar preferences and requirements.

This form of segmentation is a standard method as many targeting and adtech solution provides some way of doing this when building audiences. It’s essential to do the same to your audiences or customer base to segment effectively.

Traditional demographic breakdowns include age, gender, marital status, occupation, education, income, race, nationality, and religion.

Demographic market segmentation is vital to finding product-market fit, but it’s also a powerful way to determine which channel is the best fit. Optimizing channel delivery relies heavily on reaching the right person in the right medium. Demographics are a great way to do this.

Media consumption changes significantly between demographics, so it’s essential to use this form of segmentation effectively to engage your audience the right way.

 

Behavioral segmentation

Segmenting audiences based on behavior is a popular solution in today’s digital world. Improvements in technology have enabled more touchpoints with greater detail into how audiences behave.

Behavioral analysis provides more options for market segmentation based on how audiences interact with your business. There are many behavioral-based traits to segment audiences, including:

  • Web activity – how consumers behavior on your website is valuable behavioral data. Segmenting audiences based on time spent, which pages they visit, and other measurable traffic insights is a powerful way to divide larger audiences into potentially effective smaller segments.
  • Usage with your current product or services. These includes app usage, platform usage, or perhaps just the fact that the person has purchased the last three versions of your physical product. These factors are a great indication of loyalty and where consumers sit in the funnel.
  • Offline behavior – movement data can help you to understand behavior in the real world. This an effective way of building segments that are grouped based on real-world movement. Segments such as gym-goers or coffee drinkers are powerful as they combine behavioral and geographical elements.

 

Psychographic

This method of market segmentation is focused more on the intrinsic traits of audiences. It’s similar in a way to demographic segmentation, but it’s more concerned with the emotional and other underlying factors that audiences believe in.

These kinds of insights can be valuable in understanding the motivations, needs, and exact preferences of audiences to create highly personalized segments.

Psychographic traits include personality, values, motivations, opinions, and lifestyle choices.

There are many ways of collecting this kind of information, including surveys or in some sort of feedback process. But offline and online behavior can also be a good indicator of psychographic traits.

 

Why market segmentation

So now you are aware of the four main methods of market segmentation. It’s time to understand why it’s worth doing. Many marketers identify improved audience segmentation as the most critical priority. Market segmentation offers many benefits to publishers, marketers, apps, and other businesses.

Improves the effectiveness of advertising campaigns

Market segmentation can help to improve marketing activity and advertising campaigns by reaching the right person with the right message at the right time. Segmenting your audiences allows you to provide more personal and engaging advertising, rather than a one size fits all approach.

Targeting a specific audience allows you to tailor the message and timing so that the audience is more likely to respond and engage with your campaigns. Targeting your entire audience with a single campaign is hugely wasteful. A considerable amount of the audience will not be relevant to the campaign, and thus you will be wasting revenue.

Essentially segmentation means that you can remove the irrelevant consumers from this audience, ensuring that you optimize ad budgets, increase ROI and improve the effectiveness of advertising campaigns.

Even if your product or service sits across a broad audience of potential customers, it’s still essential to segment audiences. Some messages will sit better with different segments and work better across different channels, even if the product is the same.

 

Informs new products and product development

Segmentation is also a useful tool to drive product innovation and can help to hone product strategy. These insights means that product teams can create products that better fit the needs of their customers.

Market segmentation can also identify a need for more specific products that sit in smaller groups within your customer base. Segmenting products is powerful because it helps to sell more and will make customers happier.

 

Helps to identify new audiences and segments

This process is useful when looking at maximizing the effect of your marketing strategy, but it can also be valuable when looking to grow and scale.

Segmenting your current audience can identify new traits that you didn’t know existed. Seeing this can open up new opportunities related to the newly identified segment. These opportunities can lead to new, engaging marketing campaigns or can even lead to the inception of new products and services that are in need but not currently offered.

 

Improves business functions and can help to make big decisions

Market segmentation can help a business to understand precisely what their customers want and focus their efforts on these to create a highly specific and valuable product or service. This specification could significantly improve brand perception, lead to more sales, and increase repeat business and engagement.

These insights can lead to better decisions across the business. From product-market fit to product delivery and communication, market segmentation can help to identify the best ways to go about these important issues.

Audience segmentation can also help with decisions such as pricing and can even help inform dynamic pricing strategies.

 

Common mistakes

There are some common pitfalls that you should look out for when creating your market segmentation strategy.

Too small segments

The most common problem is that businesses go a little over the top with segmentation. Set too many parameters with too much detail, and then end up with a tiny audience.

This mistake means that you will eliminate audiences that don’t fit into your filter but still carry purchase potential. As well as this, you will lose the opportunity to gain quantifiable metrics and insights into specific audience segments.

Make sure you think carefully about how to segment your audience. One or two filters work best, depending on the size of your total audience and total addressable market, of course. The sweet point between segmentation and scale is extremely valuable if you can find it, so be sure to experiment extensively!

 

Not up to date

Predominantly in the world of traits of digital marketing and advertising, a common mistake is that marketers identify key audience segments that work for their business. But they fail to update these as the needs and products change over time.

Always stay on top of your strategy and constant update and tinker with new methods of segmentation.

 

Targeting segments that don’t convert

Another common mistake is to identify segments that are both large enough and up to date. But these segments still need to carry conversion or purchase potential.

If the segmentation method creates a group that is not a good product fit and does not have the necessary buying power, then the ROI will not improve just because the audience is segmented.

 


 

What is market segmentation?

Market segmentation is the process of dividing their audiences into smaller groups that share the same characteristics to optimize marketing and advertising and sales results.

Why is marketing segmentation important?

Marketing segmentation allows companies to reach consumers with precise needs in a personlized and relevant way.

What is the goal of market segmentation?

Market segmentation can improve the effectiveness of marketing efforts, drive conversions and increase ROI.

Categories
Marketing & Advertising

What Is Behavioral Targeting? – All You Need To Know in 2021

Advertising can be a challenging endeavor. Carefully crafted campaigns can often fall short of desired goals, with no apparent reason. Marketers can easily reach the wrong audience or fail to deliver the correct message that can covert or engage consumers.

Today, random targeting is a thing of the past. Marketers have a variety of methods to ensure that the right message reaches the right person at the right time. Advances in behavioral tracking and the increase of powerful datasets have enabled advertisers to boost conversion rates across both online and offline campaigns.

Campaigns that use behavior tracking and utilize behavioral targeting are yielding incredible results.

 

What is behavioral targeting

Behavioral targeting is a marketing strategy that uses historical behavior to personalize the types of ads consumers see.

Historical behavior is sourced through powerful datasets that illustrate how audiences behave. Marketers can then use this to create ads and campaigns that match each consumer’s actual behavior.

Behavioral targeting involves building up a detailed user profile and using this to deliver better messaging and better timing. It limits the possibility of advertisers delivering irrelevant ads and helps to boost advertising campaign KPIs.

 

What are the benefits of behavioral targeting

Behavioral targeting is a powerful marketing tool that is rooted in the modern, data-centric world that we live in. But it isn’t all about using numbers and tech. Behavioral targeting provides value to both advertisers and consumers.

 

Advertiser benefits

Improved engagement for advertisers

Understanding consumer habits helps advertisers to identify audiences that have engaged with specific products or touchpoints. It also helps to identify audiences that are in the right moment or behavior for a particular campaign. Targeting users with no behavioral intent or brand awareness will limit engagement. Using behavioral targeting will increase a number of critical metrics, such as clicks or conversions.

 

Matching consumer needs with creatives and messaging

Personalized messaging converts more users and ultimately reduces the amount of wasted ad spend. Relevant ads are much more likely to move consumers along the purchase funnel than generic ads that are not personalized. Ads that align with a consumer’s previous behavior are much more likely to convert than ones that don’t.

 

Improving the bottom line

Ultimately advertisers want to get the best possible return on investment on their campaigns. Delivering ads that match with audiences previous behavior is more likely to drive conversions than ones that are generic. With behavioral targeting, companies can see a rise in new business, repeat customers, engagement, and other key metrics.

 

Consumer benefits

An improved ad experience

Consumers aren’t always keen on giving up their personal data. But they also dislike ads that aren’t relevant or ads where the experience is unengaging. That’s why, when surveyed, more consumers prefer personalized advertising. This personalization ultimately improves their experience.

 

Better efficiency

Ads can be a quick route to purchase, providing a fast way of identifying the best product for their needs without a long searching process. This increases efficiency for consumers, allowing them to get to storefronts quickly and finding the most relevant products, rapidly.

 

Awareness of new products

By seeing ads that are personalized to them, consumers can keep up to date with new products that interest them. Retargeting based on behavior can also help to complete purchases that a user was distracted from.

 

Publisher

As well as behavioral targeting benefits the advertiser and the consumer, it also helps the publisher. Where these publishers use ad monetization as a revenue stream, the ads mustn’t be irrelevant to the user as it might reduce engagement with their product, app, or publication.

 

How does behavioral targeting work in 2021

The process of behavior-based targeting on the highest level consists of collecting information about a user or a person and then using this information to deliver ads that match this information.

Collecting information can be done in many ways, and it can come from many different sources. Often a data management platform (DMP) is used to aggregate this information for advertisers.

Here are some common data sources that are used for behavioral targeting:

These sources provide a huge variety of data that includes:

 

Website cookie data

Data on how users behave and interact with websites is a valuable method of behavioral segmentation. Users spend a lot of time browsing the web, so the information is rich – pages visited, for how long, in which regions. Therefore these insights can provide a lot of information that is useful to boost engagement and conversions.

 

Mobile device data

Cookies also work on mobile devices. Understand the behavior of the potential customer on a mobile device can help to understand which format and which message could work best in an advertising campaign.

These web-based insights can be combined with social signals, check-ins, and mobile purchases to understand the best way to target audiences.

 

Geographic location

Anonymized location can be extremely valuable for advertisers. Especially when accurate and precise. Since the early days of bidstream datasets, device behavior can be accurately tracked to build up detailed profiles of behavior than can form powerful, behavioral-based segments for advertising.

 

Subscription data

Businesses that have some log-in system require the users to enter details and information about themselves. These fields can be used to understand the users, with address, interests, and contact details help with behavioral targeting. Let’s say you are looking to purchase a Notion template, it makes sense to pre-fill any forms with relevant subscription data, if you have it.

 

Demographics

DMPs and other marketing software can collect large amounts of demographic segmentation information, such as age ranges, interests, and gender, to create a detailed profile of audiences. This process usually works without using personal information but these ranges are used to create campaigns that can communicate more personally with audiences.

 

The process of behavioral targeting

The data collection process

User data can come from several different sources. Depending on the source, there are many different ways to collect data. For website behavior, a pixel is used. This process creates and updates cookies that understand how the user interacts with the site. Apps have a similar process. SDKs can collect other behavioral information, such as location data.

This data is usually stored in a DMP, but there are other adtech solutions for storing this information.

 

Organization and segmentation

Once this behavioral information exists in a central location, the next step is to sort individual users into groups that share the same behaviors.

This segmentation varies significantly depending on the company, product, or goals. For example:

  • Potential customers that go to the gym
  • Visits gym location 2 times a month
  • Current customers who like meat
  • In CRM and visited meat weekly delivery page
  • Users who are interested in SEO (maybe even more specific, like a London SEO consultant, Bristol SEO agency, or even a industry specific one like B2B SaaS SEO consultant)
  • Existing customer who have read at least one blog post related to SEO trends 2020

 

Delivery and application of behavioral targeting in advertising campaigns

Specific ad campaigns are delivered to match each segment. This process makes the advertising more relevant for each segment and increasing the chance of engagement and boosting conversions.

 

Activating behavioral targeting

All of this behavioral data can be used across multiple campaigns and in different advertising channels. That’s the benefit of having a centralized place to store the data.

There are multiple ways to activate this data to create behavioral-based ad campaigns that deliver. Here are some examples of how to enable behavioral targeting to drive engagement and increase conversions.

 

Examples of behavioral targeting

Cross-selling and upselling

Knowing what your customers like and understanding how they interact with your business is a powerful way of knowing which additional products to promote to them. If you can link product A and B, then your audience that has shown interest in product A that are likely to engage with a campaign promoting product B.

 

Behavioral targeting in targeted email campaigns

That’s right, and behavioral targeted email campaigns doesn’t just sit in the world of programmatic media advertising. Creating personalized email campaigns based on how your audience is using your site or app is a great way to start.

Examples include targeting cart abandonment sessions, including viewed products in routine updates or directly linking content related to what your audiences have already read rather than generic content. Behavioral targeted email campaigns is a powerful way to increase email productivity and boost your targeting options.

 

Remarketing with behavioral targeting

An advantageous and accessible way of using behavioral targeting is to retarget. By identifying users that visit your site, you can reach them on other websites to encourage them to visit again and complete goals.

The most common solutions for this are facebook and google as they have simple to install tracking pixels that can understand users that visit specific pages on your site. You can then activate these segments directly in their platforms.

 

Location-based targeting

Location-based targeting is an excellent way of reaching audiences based on their real-world behavior. You can retarget audiences that have visited your physical stores, or a competitive store. This can also be applied to e-commerce and other online stores.

These targeting campaigns can be useful because the insights are related to how consumers behave in the real-world. This allows you to create compelling segments based on how people behave over time.

What is behavioral targeting?

Behavioral targeting is a marketing strategy that uses historical behavior to personalize the types of ads consumers see.

What are the benefits of behavioral targeting?

Behavioral targeting can deliver better engagement, better messaging, and better marketing results.

How does behavioral targeting work?

The process of behavior-based targeting consists of collecting information about a user or a person and then using this information to deliver ads that match this information.

What are some examples of behavoral targeting?

Cross-selling, targeted email campaigns, remarketing and retargeting, location-based targeting