Consider these recent stats from clients using our TargetDisplay Solution:
- A consumer electronics retailer recently achieved an average 95% lift in conversions.
- Across women’s clothing retailers, we’ve seen an average 14% lift in conversions.
- A furniture and home décor retailer attained as high as a 75% lift in conversions.
Display advertising, despite its skeptics, has evolved within the past three years to become a “go to” channel for marketers looking to drive growth while simultaneously creating a more consistent customer experience.
Recent innovations have identified new ways for brands to connect with specific audiences on a more personal level, identifying the need to create one-to-one relationships and add relevance to the communication exchange.
Geo-targeting as well as contextual and behavioral targeting—basic techniques for targeting users online—set the stage for taking an information-driven approach to creating target audiences. For example, geo-targeting allows marketers to use an IP address that corresponds to a region where you have two or three stores and where the average income is $75,000. Contextual and behavioral targeting is where you identify prospects based on their anonymous online behaviors, such as a consumer who has exhibited a certain online behavior such as searched for wireless accessories.
There have been significant advances in one-to-one targeting. There has also been an increased focus on measurement capabilities as direct mail and TV budgets continue to shift towards digital. Today audience targeting and optimization—the combination of CRM and offline data—allow us to execute cross-device marketing programs designed to cross-sell, up-sell and drive traffic to brick-and-mortar locations.
So what’s next? As consumers continue to use more devices, more touch points are produced. Marketers will have to work to engage and communicate with audiences across all of these channels in a seamless, holistic way. When display, video, mobile and social are combined with cross-device targeting and attribution, marketers can improve their brand’s relevance by communicating with consumers in their preferred digital channels.
As marketers we have two fundamental goals: to deepen consumer loyalty and increase consumer lifetime value. By connecting media and data inputs—both offline and online—we can produce tangible outcomes.