targeting 101: crm retargeting
Post on 06-Jan-2017
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Supercharge your programmatic ad campaigns with o�ine customer data
Targeting 101: CRM Retargeting
Targeting 101: CRM Retargeting 1
Programmatic advertising is powerful stu�.Brands have long been using programmatic site retargeting to turn digital window shoppers into fully converted money-spenders.
Buy now
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It’s a smart way of using your online data – what you know about the products and services people are searching for and the web pages they visit – to create customer-pleasing, revenue-generating experiences.
(Which is kind of the definition of a win-win situation, in our book.)
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Site retargeting is a trusted, tried-and-tested marketing tactic.After all, if someone browses your range of men’s bomber jackets online but doesn’t complete a purchase, it makes sense to tempt them back with a banner ad promoting your bomber jacket sale.
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This kind of retargeting can be extremely e�ective...
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but it isn’t perfect.
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It relies on recent web activity, which means you can’t target lapsed customers or people who bought something in-store but haven’t visited your website in a while.
They’re potentially very valuable customers – they’ve just fallen o� your radar.
ON OFF
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When you try to create personalized messages using traditional retargeting, you’re limited to online behavioral data...
and that’s only a fraction of the story.
Enter CRM retargeting.
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CRM retargeting (a.k.a. o�ine retargeting) is about providing more relevant digital advertising to your customers using the data in your first-party platforms (like CRM or POS systems).It’s about swapping fragmented, siloed data for a truly cross-channel, connected view of the customer’s identity, behavior, and preferences.
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This people-based view unlocks new programmatic possibilities.You can: Spot cross-sell and upsell opportunitiesMake intelligent recommendations based on a complete picture of consumer preferences and behaviors – o�ine and online.
Define smarter audience segmentsCombine information you collect in-store and at events with online behavioral data, to add an extra dimension to your segmentation.
Run better cross-channel campaignsEnsure that the content a customer viewed on their tablet is waiting for them when they move to their laptop.
Suppress ads and o�ers from current customersDon’t show your loyal customer that 50% discount you’re o�ering to first-time purchasers.
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Identity Resolution
makes this possible
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And all the data is anonymized, so you reach the real people behind your customer identifiers without ever compromising on privacy.
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You just upload your segmented CRM data.
We resolve your o�ine identifiers to online ones.
Then onboard the target list to your chosen tech platform partner.
Targeting 101: CRM Retargeting
Resolving your online and o�ine data – the yin and the yang of your customer insights – gives you the linkages you need for an omnichannel customer profile.Which means – and this is the really important part – that your customers enjoy a better experience when you serve them relevant, timely ads.
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So stop working with incomplete
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See how CRM retargeting could supercharge your programmatic ad campaigns.
More here
Got an o�ine customer database? Then you can start now.
Find out more about Identity Resolution for people-based marketing.
LiveRamp.com
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