November 22, 2018
Data Driven Advertising
Every day we’re bombarded with advertising messages from all angles. Websites. Social media. Emails. Podcasts. Buses. Billboards. Advertising is everywhere, and frankly, it’s mind-numbing.
People will naturally filter irrelevant advertising messages out. There's just too many vying for their attention. If your marketing messages are not tailored to your audience, it's very likely they'll discard them from memory.
Conversely, when a truly relevant ad appears, it sticks. And when a marketing message sticks with a customer, the marketing Gods cheer. Good marketing messages are not a coincidence — they're the result of lengthy analysis, creative dedication and a well-crafted customer journey.
So, how can you cut through the noise, craft the perfect ad and catch your customer’s attention? Successful marketing campaigns all scream one answer: data.
Unravel data clues
Understanding your audience is like following a trail of clues that add up to a great marketing strategy. Consumers leave digital signatures everywhere: from location data; through to video clicks; time spent on your website; likes on Facebook; device choice; search data and more.
You'll need to keep an eye on them to figure out their purchasing intent: whether it's through registered sign-ups or tracking codes on your website. Other platforms you can monitor your target audience include:
- Google Ads
- Facebook Ad Manager
- A CRM such as Salesforce
There are plenty more available, but we thought we’d be cheeky and only include options that integrate natively into Autopilot.
An accurate customer journey
Once you have a clear idea of what your customers are up to, you can start to craft messages to them across digital channels.
Channels like SMS, Email, Facebook and Google Ads will help you deliver these messages, but it's up to you to personalize them according to your target audience. You'll need some marketing expertise and platforms like Segment to break your audience down into categories based on interest, behavior, demographics or intent.
Caravan hire company, Camplify makes the most out of their audience data by segmenting their customers into categories based on their travel interest. Check out the video below to see how they've used this segmentation to create personalized ad creatives.
Telling great stories with data
Using data is great for crafting impactful stories that resonate with your audience. Accurate data creates a world of opportunities in any marketing strategy. Depending on what kind of data you possess, you can tell where you audiences are hanging out, what they're interested in, who they are and what they buy.
Just like Camplify, you can segment your audience based on their behavior to retain, retarget and market in the best way possible. Keep customers interested for longer and generate new leads by tailoring your advertising