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The Dynamic Marketing Company

Explore the importance of prospecting in marketing to reach in-market users effectively. Customize strategies for precision targeting and maximize customer engagement with data-driven approaches. Discover how dynamic optimization and data insights can boost campaign performance. Implement effective online and offline campaign synchronization for enhanced results.

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The Dynamic Marketing Company

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  1. The Dynamic Marketing Company The Dynamic Marketing Company • Version 1.0

  2. WHERE CONSUMERS DECIDE AND ADS CAN INFLUENCE • TRAVELING • CAFE • HOME • WORK Prospecting – a new opportunity

  3. WHY PROSPECTING IS IMPORTANT Find In-Market Users Customise Strategies • Reduce wastage by precision targeting web users in-market for your services • Develop a bespoke approach for each each business and every campaign Drive New Customers Maximise Engagement • Bring new visitors to your site who will become your new customer base • Personalise ads • with the most relevant message or product

  4. DATA DRIVEN TARGETING | Finding new, in-market customers • Geolocation • Location by town, city, postcode, lat/long • Lookalikes • Custom ID created from conversion data • In-Market Audience • Lifestyle and purchase intent • Temporal • Time of day and day of week • Demographic • Age, gender, socio-economic group • Real-time • Decisions • Products & Promotions • Specific messaging and relevancy • Contextual & Microsites • Unique data and inventory • Device & Situational • At home, at work or on the move • Language & Nationality • Local languages and customs • Weather • Actual conditions at user’s location

  5. ADVERTISER & MARKET DATA • Secure, Protected • Data Environment • 1st Party Data • 2nd & 3rdParty Data • PARTNER • CLIENT • Lifestyle segment • Address • Purchase Intent • Age • Gender • Demographic # • Location & Device • Online Browsing History • Offline Purchase History • Work/Home User data held by Crimtan User data held by site owner

  6. DYNAMIC OPTIMISATION IN PRACTICE • 1. Identify Prospecting Customer • 2. DMP Establishes User Profile • 3. DSP Delivers Relevant Creative • GenderMale • Age 18-24 • IncomeMedium • AMAZING BARS • AND NIGHTLIFE • Interest & Intent SegmentsTravel, Entertainment, Music • Life stage Just left college, university • Discover the best nights out in Edinburgh • User LocationSheffield • Cookie ID #26c57bf752 > • Gender Female • Age35-44 • IncomeHigh • THE EDINBURGH RESTAURANT FESTIVAL • Interest & Intent SegmentsTravel, Foodie, Arts & Culture • Life stage Getting Married • Find out what’s happening • User LocationNottingham • Cookie ID #29a53bf245

  7. SYNC ONLINE CAMPAIGNS WITH OFFLINE MEDIA • Geolocation, Time, Situation & • Custom Data Overlays • Amplify offline media activity with an integrated digital campaign

  8. | DATA PLANNING & INSIGHTS • See what data helps boost campaign performance the most See relative attributes of visitors who purchase to those who don’t Have immediately actionable data for targeted delivery and optimisation Build custom audience groups to launch your campaign MARKET OVERVIEW OFONLINE ECOSYSTEM See size of available targeting and optimisation data across all UK online web users – not just site visitors. Measure relative visitor profile and convertor performance indexed against rest of web. Geo location Audience segment Demographics Home/Work Device

  9. PERFORMANCE BY GEO • Key Insights: • Broad interest from all over the UK and Northern Ireland. • The bulk of interest comes from the North West, Yorkshire and the Midlands. • Top performing cities include Stoke, Newcastle upon Tyne,, Preston, Liverpool • Key: • Bubble size: market reach • Colour: conversion rate index (green is better than average; red lower than average)

  10. PERFORMANCE BY DEMOGRAPHY • Key Insights • Majority of visitors use the site after 7 o’clock at night • Predominantly female aged between 35 & 54. • Medium and high income • Visitors generally use site when at home

  11. PERFORMANCE BY AUDIENCE SEGMENT • Key Insights: • Top segment is Travel. • There are other strong performing segments including Leaving The Nest, Getting Married. Key: Y-axis: size of the segment by market reach (higher = bigger) X-axis: segment propensity to convert (higher = better)

  12. AUDIENCE NUMBERS BY SEGMENT The slide shows visitor numbers by Audience Segment • Key Insights: • Here bookings or conversions come from different segments to the general visitors • Top performing (converting) segments were Travel, Leaving The Nest & Getting Married • Top Visitor segments (by unique visitors) were Travel, Business, Academic and Entertainment • All your visitors may not all be of equal value

  13. ARCHITECT™ CASE STUDY | HOBURNE HOLIDAYS Area Least interested in visiting a Hoburne Holiday Park Seven holiday parks situated in South West England Area most interested in visiting a Hoburne Holiday Park. Concentrating ad spend in this region would produce the greatest ROI Level of interest at different locations Least interest Average interest Most interest

  14. ARCHITECT™ CASE STUDY | SOUTHERN TRAINS • Locations of visitors to Southern Train services websiteSize of each dot is relative the total user traffic to Southern Train’s site • Red area shows how Crimtan Architect can define and accurately target relevant postcodes of potential Southern Train customers Route Map

  15. TRUSTED PARTNER UNIQUE DATA & TECHNOLOGY AMAZINGRESULTS EXCEPTIONAL SERVICE

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