Target Marketing: Brilliant or Creepy? - PodCamp Nashville 2012

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Is Remarketing and Retargeting a brilliant marketing strategy or a invasion of privacy?

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Target Marketing: Brilliant or Creepy? - PodCamp Nashville 2012

  1. 1. Target Marketing:Brilliant or Creepy? John W. Ellis @johnwellis @JohnWEllis #pcn12creep
  2. 2. (re)Target (re)Marketing: Brilliant or Creepy? John W. Ellis @johnwellis @JohnWEllis #pcn12creep
  3. 3. Agenda1. Headlines2. Google’s Role3. How it works4. Pieces of the Google Remarketing Puzzle5. Remarketing Usage6. Tips for being less creepy @JohnWEllis #pcn12creep
  4. 4. How Companies Learn Your Secrets @JohnWEllis #pcn12creep
  5. 5. Baby? What Baby?About a year after Pole created his pregnancy-prediction model, aman walked into a Target outside Minneapolis and demanded to seethe manager. He was clutching coupons that had been sent to hisdaughter, and he was angry. My daughter got this in the mail! hesaid. Shes still in high school, and youre sending her coupons forbaby clothes and cribs? Are you trying to encourage her to getpregnant? The manager apologized and then called a few days laterto apologize again but the father was somewhat abashed. It turns outtheres been some activities in my house I havent been completelyaware of. Shes due in August. I owe you an apology." @JohnWEllis #pcn12creep
  6. 6. Pregnancy Predication Score @JohnWEllis #pcn12creep
  7. 7. It’s not new… just more noticeable • Have Children?  Toy Catalogs in December • Disney World Vacation  Discounts for next year • Bathing Suits in April  Sunscreen in July • Abandoned Online Shopping Carts  Emailed Coupon Codes @JohnWEllis #pcn12creep
  8. 8. @JohnWEllis #pcn12creep
  9. 9. Why Remarketing WorksExample Walk-Through @JohnWEllis #pcn12creep
  10. 10. Why Remarketing Works Ron likes: Co Ropes wb Ro oy Boots n Horses Rodeo Yanni @JohnWEllis #pcn12creep
  11. 11. Why Remarketing Works @JohnWEllis #pcn12creep
  12. 12. Why Remarketing Works Who has tickets? @JohnWEllis #pcn12creep
  13. 13. Why Remarketing Works Nice Site! @JohnWEllis #pcn12creep
  14. 14. Why Remarketing Works Where should I sit? @JohnWEllis #pcn12creep
  15. 15. @JohnWEllis #pcn12creep
  16. 16. Distractions @JohnWEllis #pcn12creep
  17. 17. You lost another sale? @JohnWEllis #pcn12creep
  18. 18. Why Remarketing Works Ron likes: Co Ropes wb Ro oy Boots n Horses Rodeo Yanni @JohnWEllis #pcn12creep
  19. 19. @JohnWEllis #pcn12creep
  20. 20. Love YANNI? – Save 20% on ticketsWith Coupon Code “boots” @JohnWEllis #pcn12creep
  21. 21. Connection @JohnWEllis #pcn12creep
  22. 22. Pieces of the Remarketing Puzzle Create Create Audience Campaign @JohnWEllis #pcn12creep
  23. 23. 3 Remarketing Usages Practical ways to apply AdWords Remarketing @JohnWEllis #pcn12creep
  24. 24. 3 Remarketing Usages 1. Vis it @JohnWEllis #pcn12creep
  25. 25. 3 Remarketing Usages 2. Mi d-Pro cess @JohnWEllis #pcn12creep
  26. 26. 3 Remarketing Usages 3. Po st Sal e @JohnWEllis #pcn12creep
  27. 27. Mainstream Media Concerns @JohnWEllis #pcn12creep
  28. 28. Mainstream Media Concerns"...hounded recently by ads for a dieting serviceshe had used online. ‘They are still following mearound, and it makes me feel fat.’ ” "...it’s a little creepy" “...disturbing...”“What is the benefit of freaking customers out?” Source: http://www.nytimes.com/2010/08/30/technology/30adstalk.html @JohnWEllis #pcn12creep
  29. 29. Remarketing Tips1. Multiple Ad Variations @JohnWEllis #pcn12creep
  30. 30. Remarketing Tips2. Frequency Capping @JohnWEllis #pcn12creep
  31. 31. Remarketing Tips3. Start Building an Audience Now 1. Email Marketing 3. Surveys @JohnWEllis #pcn12creep
  32. 32. Remarketing Tips4. Use Facebook 1. Gender Targeted Ads to Landing Pages 3. Remarketing Code on Static HTML iFrame @JohnWEllis #pcn12creep
  33. 33. Summary Create Create Audience Campaign1. Vis it / 2. Mid-P ro cess / 3. P ost S ale @JohnWEllis #pcn12creep
  34. 34. See you at the PCN After Party! John W. Ellis @JohnWEllis #pcn12creep

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