Today’s retail marketers have become pretty sophisticated about knowing who their customers are, and where they come from. That’s why local advertising makes perfect sense for so many brick and mortar businesses throughout the Delaware Valley. Your customers are local and your ads should be local too.
While retailers have more advertising choices than ever, many media choices limit targeting to the basics – age, geography or gender. But Wilmington-based DBCi is able to use big data and hyper-local digital tools to dramatically improve local targeting options. While basic demographics are still relevant, digital targeting allows us to go much deeper into the details of who your customers are. Now it’s not only possible to reach the people most likely to be interested in your product, with a little extra effort you can also reach customers at the critical moments in which they are most likely to consider you. We call this turbo targeting.
HOW DOES TURBO TARGETING WORK?
Turbo targeting works a little differently for each type of digital advertising tool you consider. For example, in Google you can target people in hundreds of ways, based on their online behaviors, interests, profession, geography or website activity. Email marketing allows you to choose from hundreds of descriptors and interests. This enables you to send emails only to the people most likely to want your products and services. Turbo targeting can also be used for mobile applications, since so much research and information is gathered on smartphones and tablets while customers are out and about.
WHERE DOES ALL THIS AUDIENCE TARGETING DATA COME FROM?
While each platform collects data in different ways, looking at Google’s data collection methods can give you good insight into the process. According to Google, there are three basic types of information they collect – what you do, personal data, and “things you make” which includes you g-mails, contacts, calendars, photos, videos and documents. Online tools like Google then cross-reference the proprietary data they’ve collected from their users with subscription data from giants like Experian and Acxiom, or industry resources like Cobalt. Information collected online combined with huge offline databases allows digital marketing tools to offer businesses like yours unprecedented precision. You have access to thousands of types of criteria, which allows you to be very precise about what you say, when you say it, and who you say it to.
ONLINE TARGETING TOOLS ARE FREE TO ADVERTISERS
Before digital marketing, gathering and analyzing audience information was so time-intensive, it was a stand-alone expense. You paid for audience analysis, and then you paid for media. Today, not only are the audience analytics exponentially better, they’re also free to advertisers. That means that whether you
spend $100 or $1,000,000 in advertising, you all get access to the same kinds of deep, well-defined databases. But it’s important to note that you can only access this information while on the digital platform. You won’t be able see granular details and you won’t be able to download or export the information onto other platforms. So you can’t gather data from Google and use it on Facebook campaigns.
WANT SOME IDEAS ON HOW TO GROW RETAIL TRAFFIC USING TURBO TARGETING?
While it’s always great to hear what you can do, at DBCi, we also like to show you how these kinds of tools can help your business grow. Here are some ideas to get you started:
Google Pay-Per-Click: When you sponsor your search engine listing, you can limit that sponsorship so it only appears to certain people. Limit your pay-per-click campaign to people in your geography. Define your audience by their interests and behaviors, and then pay to have your business ranked on search pages. You pay based on the number of click-throughs, so you only pay when ads are successful. DBCi is a Google Partner and can help you set up effective campaigns that produce results you can see.
Email Marketing: Big retailers use email for one reason – it works. Use emails to offer limited-time deals, promote sales or announce new products and services. We can help you create lists and emails that increase traffic and drive sales.
Mobile-Responsive Websites: Once people click through to your site, make sure they can navigate the site easily on their mobile devices. Effective mobile website have quick load times, are easy to use and present information in engaging ways. Because more people access websites on mobile than on desktop, if your business’s mobile site isn’t loading quickly enough or is difficult to navigate, your customers will move on. The DBCi team can make it easy and affordable to optimize your website on mobile devices.
WANT TO SEE HOW WE CAN HELP YOUR BUSINESS?
These three tools are just a sample of the dozens of tools and approaches we can create for your business. Let us use today’s sophisticated turbo targeting to help your business increase foot traffic, generate leads and grow profits. Contact us and we’ll help you find new ways to apply turbo targeting to your business.
I’ve always been a fan of Lego. By far one of my favorite toys throughout most of my adolescence. As an adult I’ve applauded the way they react to the shift in major trends and technology; but they’ve always stayed true to who they are, brick makers.
After watching the documentary, INSIDE: Lego, on Netflix recently, I became an even bigger fan of this global juggernaut and their marketing style. So when I came across this article in Forbes, highlighting one of their marketing tactics, I just couldn’t resist sharing. It appears that one of the genius’ behind the brick-by-brick culture, Martin Lindstrom, has unveiled a rather unique approach to how he better understands his audience. Small data.
In Roger Dooley‘s article, Small Data: The Next Big Thing, Lindstrom points out that by studying smaller samples of your target audience, and applying keen intuition, you’ll be able to better understand who they are. Such a simple concept with a powerful result.
This sparks the thought, why not follow his same approach in any industry? Lindstrom points out that we often miss the mark with little details because we aren’t fully present. Scratch that – we aren’t present, period. Whether it’s at home, in the office, watching television or in–transit, we are always ‘on’ and always multitasking. With a love of technology at our fingertips we really aren’t paying much attention to anything aside from what’s in our hands.
So the first step to try and mirror just a piece of Lindstrom’s success is to follow his advice of being present. You can’t be fully present and think creatively until you’re bored. My suggestion is start with a small focus group. Whether this encompasses your employees and current customers, or perhaps a mix of prospective customers; get a dynamic group of your ideal audience together and focus on one particular product or service. Break it out from the flaws to the benefits. But the key here is pay attention. Consider what the members of you group have to say, and how they say it.
Take the actual data you already have now; your email database, your social media followers and your active everyday customers, and really look at the information in front of you. You’d be surprised how many trends you’ll find in the data you’ve already got.
Or take your work straight to the customer. Find your ideal audience in their natural setting – at work, at home, on their commute. Being present during these moments when it’s more natural will truly bring about trends and traits that you can capitalize on in your marketing and production. You have the technology to now reach your ideal prospects at moments they are most likely to consider you. But it’s not going to work if you don’t understand who that audience is.
There is always a deeper dive but just think that by starting small and really being present in your observations, you can allow yourself to uncover so much more about who your audience truly is. As with all of your marketing efforts in 2016, you can’t be successful if you don’t know who you’re marketing to.
If you’re looking for more information on how to capitalize your data, then let’s chat!