Module 5 Videos Flashcards
What are audiences in digital marketing?
An attempt to target real-time segments (given the volumes of data digital can deliver) of potential and/or current customers so you can advertise to them in many different places and ways beyond keywords
Takes into account cross-device and multichannel including offline activities
• Companies, advertisers partner with Data Management Platforms (DMP’s)
What is a DMP?
(Data Management Platform)
A centralized data management platform that collects, categorizes and analyzes data
Allows to target audiences based on a behavioral and demographic data from both in- depth first-party (e.g., Walmart) and third-party audience data (Axciom, Experian)
Allows you improve ROI by:
- Retargeting
- Prospecting
- Website optimization
- Audience Intelligence
Google AdWords Audiences
First Party Audiences: Remarketing, Customer Match, Video Remarketing
Third Party Audiences: In-market audiences, Custom Affinity audiences, Affinity audiences
Affinity audiences (Awareness Category)
those who have certain interests or lifestyle who may also be interested in your product (e.g., gardening and home décor).
Custom affinity (Awareness Category)
combing several affinity groups and demographics
In market consumers (Consideration Category)
actively researching or comparing products and services across Google Display Network sites and YouTube. Takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits.
How does “customer match” work?
- You upload a data file e.g., text or csv with customer contact information (e.g., emails, phone #’s)
- You create or update a campaign to target your Customer Match audience — customers from your uploaded data file who are Google users and also can look for “similar” audiences
- When those users are signed in to their Google account, they see your ads as they use the Search Network, YouTube, and Gmail.
You can automatically bring in data all the
time via an API
T/F: Facebook Audiences more robust
True
Unlike Google, Facebook’s “Core audiences” are very…
…detailed.
The reason is that they have a lot of data captured from behavior on Facebook and also when logged in but not on Facebook and from partner companies but policy changing due to privacy issues
Facebook’s Custom Audiences
- Your Customer Data (pages viewed, email address, app activity, phone numbers)
- Facebook Data (age, interests, site activity, connections, likes, location)
- Custom Audiences (combo of owned and paid for data)
How Does Lookalike Audiences Work?
From its millions of user base, Facebook looks for people whose demographics, interests, are similar to that of a source audience and populates similar profile of audiences who are the closest match.
What is Re-marketing (or re-targeting) good for?
What are the different types?
Great way to increase conversions-intent shown- they visited your website!
Different types:
a) Those who visited your website-shows them ads afterwards– when they are on email or other websites
b) Custom and look alike audiences of customers
c) Email-usuallymeans sending email if they did not do or did a certain action on your website
- e.g., abandoned cart
Retargeting Best Practices
Segment your visitors (e.g., people who looked at women’s vs. men’s shoes)
Customize the retargeting ads- don’t show the same ad many times to the person-give it some variation
Risk of too much/too soon- e.g. abandoned shopping cart coupons
Determine the “look back period” and frequency cap for ads – is it impulse buy (Daily deal), travel (short time) or long purchase cycle (6 months for B- B products)-trial and error-look at conversion data
What is a Business Use Case?
- Used to validate a business idea or proposal of a new technology, business or process
- Based on data analysis, market research and describes how the product or service is used by consumers
- Usually consists of diagram of personas and process (sort of a customer experience journey)
- Some have financial & market projections: market share, breakeven, etc.
- Proposed vs proven business use cases
Augmented Reality (AR)
A live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data overlaid
They can be 3D images or simply information tags about a location overlaid on the image displayed.
If used on mobile phone, you need to download an app and it will use your camera. Some AR more sophisticated applications (e.g., medical) require eye wearables
