Data, data, data. It’s all anyone is talking about and all they want to see during their digital advertising campaigns. But how can you use that data to better your campaign? Throughout the beginning, middle and end of the marketing funnel, the data generated from digital advertising can be applied to different targeting and audience insights strategies.
Let’s take a deeper look into what strategy you should use at the different stages of the funnel.
At the beginning of the marketing funnel, the main goal for marketers and advertisers is to create awareness among consumers. This type of awareness can be accomplished through contextual targeting. Contextual targeting allows you to choose what type of websites or content your ads will be placed on. For example, a B2B business may choose to run a contextual targeting group for Business-News then Technology, Financial, or another more defined group that shows within the Business-News category.
The next step, once consumers are aware of your brand, is to build out your audience insights to create detailed buyer personas. This can be accomplished by tagging people that have either bought products or visited high-value pages on your site and then targeting people that match those tags. For example, let’s say you sell golf products. Before creating an audience insight, you believe the users of your products are men over the age of 40. But after running an audience insight report, you discover your biggest consumer segment are women over the age of 30 who buy your products as gifts. For all future campaigns, you decide to target this segment of your consumers.
Awareness has been created and your target audience has been built. The last phase of the marketing funnel takes all the data (cookie profiles) collected on your site and adds it to a retargeting pool. Through standard retargeting strategies, you can cross-sell those who have already purchased a product or continue to advertise new products to those who have not completed a conversion yet.
The amount of data generated through a digital advertising campaign can be overwhelming. Set up the strategies on how you would like to use the data throughout the marketing funnel at the beginning of a campaign in order run the most efficient and effective digital advertising.