PLAYBOOK
targetdisplay
TmScOre A TOuchdOwn wiTh TArgeTed diSPLAY
drAfT YOur ALL-STAr TeAm
Metaphorically, your “team” of players represents your arsenal of online display marketing tactics. Digital marketers leveraging the display channel need to assemble a strong “roster” of tactics that will maximize online and in-store sales growth. In the past, most companies created strategies that relied heavily on one display tactic, a “quarterback” of sorts, which received all of the attention and responsibility. This strategy, however, is not sufficient for a company to prevail in today’s competitive marketing landscape. Full reliance on one display tactic will not scale your business, nor will it allow for proper measurement of one-to-one in-store/branch sales.
Instead, this season make sure your roster is full of “all-star” tactics, so that your QB has the support of running backs, tight ends, and a powerful offensive line. Enlisting targeted display onto your team roster is a one-stop way to round out your team in a targeted, measurable manner. The addition of this one key player will bring a full range of support capabilities to your team, including world-class acquisition data to use in conjunction with your own customer database.
PrePAre fOr The SeASOn, nOT JuST One gAme
For some teams, the football season can last for almost five full months, so any good team manager knows it’s best not to over- exert your players during the very first game. Similarly, a good marketing strategy should consider all of the promotional opportunities through the course of the year, and allocate resources accordingly.
Strategically integrating targeted display into your marketing “game plan” over the course of the season is a certain way to put your team in the lead, and keep them there.
Bring in YOur cOAch
Look for a partner who can provide strategic advice and services to help your brand deliver more targeted and results-driven web display campaigns. This season, hire a coach who can help draft your players, put together a game-winning strategy and record your winning game scores.
AcTivATe Benched PLAYerS inTO YOur currenT LineuP
PLAY 1:
According to a recent study conducted by Gartner Group, 80% of your future profits will come from just 20% of your existing customers. That means the revenue sources you’ve been trying to find are most likely sitting right under your nose, waiting to be nurtured and cultivated.
But if they aren’t engaging with your newsletters or marketing emails, how do you reactivate them?
• Sending email to inactive subscribers without getting them to engage can adversely affect both inbox placement and sender reputation.
• Your team has invested time and energy developing content and promotional material for the email. Why not maximize its reach by leveraging it for display too?
• Find your inactive email audience online and reactivatethem through the display channel, including web sites, Facebook, and Twitter.
rather than spending your budget on expensive free agent players, focus on the “benched
roster” of lapsed customers you already have in your crm database.
Historically, marketers have lacked more accurate and easy-to-use measurement alternatives to the click-through rate for online advertising. Big Data allows you to look beyond “how many” you reached to understanding “who” you reached.
how do you move beyond the click-through rate and better measure the impact of your online marketing program?
• Conversion tracking is a powerful way to use offline data for
measurement. When evaluating online campaigns, most marketers typically count online sales that occur after a consumer clicked on an ad. Consider also tracking view-through conversions—online sales that occur within a set number of days after seeing an ad. • Consumers interact with a brand simultaneously across multiple channels, and an interaction that occurs online can drive a purchase in a physical store–or vice versa.
• By matching store/branch or call center conversion data to
online users, you are able to move beyond basic online conversion metrics and quantify the degree to which online media impacts conversions in all channels.
chAnging The gAme - cOnverSiOn vS. cLicK
PLAY 2:
At the end of the football game,
it doesn’t matter which team went
the most yards (click-throughs).
what matters is the final score
(conversions).
LeverAge YOur viP PLAYerS
PLAY 3:
As media consumption is changing, marketers are grappling with the fragmented attention spans of consumers and multi-device media consumption.
The amount of content choice is endless, so how do you effectively break through?
• Epsilon and Facebook have teamed up—bringing together the reach of Facebook with the depth, accuracy, and strategic insight of Epsilon’s data sources, delivering the most robust targeting solution across devices.
• Epsilon provides opportunities for you to reach highly engaged people that are likely to respond to your marketing messages. • We can help our clients reach consumers in meaningful numbers to drive scalable results across devices.
when given the opportunity to play in the Pro Bowl, make sure leverage
your viP team with epsilon’s data & facebook’s reach.
TeAm uP direcT mAiL wiTh YOur diSPLAY PrOgrAm
PLAY 4:
Today’s consumers expect a personalized and seamless experience across all channels. How consumers interact with brands has become fragmented, nonlinear, and shaped by many interactions with these touch points.
So with the continuing fragmentation of marketing and transaction channels, how can you connect consumers with your brand?
• Omnichannel is about true continuity of your experience. Bridging the gap between online and offline strategies is a key component to knowing your customer better, increasing brand awareness, and improving marketing spend.
• An omnichannel approach engages unique buyers that may prefer to shop online. When consumers receive both direct mail and targeted display ads before, during, and after the in-home date, both brand awareness and conversion rates increase.
• Epsilon clients have seen a 71% increase in response when pairing direct mail with display advertising. With this strategy, you’ll reach the customers who are most likely to purchase, when they are most likely to purchase, through the right channel—thus boosting the ROI on your overall marketing spend.
using an omnichannel strategy
is like running two receivers
in overlapping routes—you
increase the chance of making
a successful play.
There is no doubt that email is a powerful machine, but while the average open rate for marketing emails hovers between 10–20%, you might need other means to reach your untouched subscriber file.
how can you reach the other 80-90% of your subscriber file?
• Using email alone is limiting your audience.
• Integrate display ads during your email marketing campaigns to tap into a portion of the subscribers who don’t open your marketing emails.
• By retargeting with display, you are engaging your customers and increasing face time with your brand.
• Imagine doubling your open rate! Epsilon can get your message in front of a significantly higher percentage of your subscriber file.
