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T he marketing industry has gone through a seismic shift in recent years: Today, it’s far more difficult to reach your target consumers throughtraditional media buys in magazines or radio. Americans are now spending closeto 20 hours each week1 on the Internet, across more than 644 million websites.2Faced with a wide array of options, the buyer is able to choose where and howto consume information, making it more difficult for marketers to control theirbrand message. Today’s buyers make decisions largely based on factors such asrecommendations from friends and social networking contacts; user-generatedreviews; and information provided by other companies. A decade ago, a phonecall from a sales representative might have marked the start of the buying cycle;however, with the large amount of information available online, many prospectshave gathered information and are close to making a purchasing decision beforehaving contact with a company.In order to cut through the noise and regain control of the buying cycle,marketers must use more sophisticated tactics to target individual consumerswith personalized messages that will make an impact. The solution lies intargeted display advertising: It’s now possible to utilize data to create and deliverhighly personalized display advertising experiences to your prospects, no matterwhere they are on the web—and even to reconnect with lost leads through aprocess known as retargeting, which allows you to display ads to prospectswho’ve already visited your website or clicked on your shared links via socialmedia channels.Follow these six steps to deliver a display advertising campaign thatgets results:1. Clearly define your goals and metrics based on where your prospects are in the funnel. Before initiating your marketing campaign, determine your goals for the campaign, in terms of where your prospects are in the buying process (e.g. awareness, education, or evaluation) and what actions you want your prospects to take (i.e., recognize your brand over your competitors, register Continued » 1 “Understanding The Changing Needs Of Consumers,” Forrester 2012. 2 “March 2012 Web Server Survey,” Netcraft 2012. http://news.netcraft.com/archives/2012/03/05/march-2012-web-server-survey.html
for a webinar, or purchase a product). How you define success will differ depending on which stage of the buying process your prospects are in, so develop your success metrics accordingly. For example, if you want to increase brand awareness in your target market, your success metrics might include brand lift, brand recall, and branded search lift. However, if you’re most interested in generating leads, you’ll want to measure leads, cost per lead, and website conversion lift. Collect current analytics data to determine a baseline for the metrics based on your existing marketing efforts, which can serve as a control group to compare with the results of your display campaign. Success snapshot To boost awareness of its national conference, the Direct Marketing Association created a comprehensive targeted display campaign aimed at two target markets: marketing executives across the United States, and marketing executives on the West Coast. The campaign saturated the two groups of prospects with ads optimized for each segment, priming these segments for the retargeting efforts that drove 75% of the campaign’s conversions.2. Find out exactly who your buyers are. Just as prospects are able to find out more information about vendors before they make a purchasing decision, vendors are likewise able to gain access to significant amounts of data about individual prospects and segment groups. Make the most of this opportunity by segmenting your prospects according to categories such as industry, job function, and company size. Use your campaign to build awareness of your brand and fill your marketing pipeline with qualified leads. Display advertising can help prospects identify and remember your brand: United Internet Media found that 6% of participants who’d previously been unaware of a particular brand were able to recall that brand without assistance after viewing a display ad. For aided brand recall, that rate jumped to 26% of participants.3 Continued » 3 “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.
Success snapshot Edible Arrangements, a fresh fruit basket business concept, was seeking additional franchisees, and launched a display campaign to drive qualified leads to the company’s franchisee website. The business researched its existing franchise operators, and created a highly targeted campaign to attract high net worth individuals with business experience. Following the initial large-scale outreach effort, the company retargeted prospects who’d clicked on their content, displaying ads to them on an ongoing basis to increase their likelihood of continuing through the marketing funnel. By making a concerted effort to attract and retarget highly qualified leads, the company achieved a conversion rate 23% higher than its results from the previous year.3. ustomize your ad creative to fit the needs of C each segment. By carefully segmenting your prospects according to industry, job function, company size, and whether they’ve visited your site previously, you can create impactful display ads that are designed to hit your prospects’ pain points, wherever they are in the buying process. For instance, an ad targeted to senior executives in the finance industry might point to a case study regarding the solution your company provided for a Fortune 500 bank; when retargeting that same prospect, you might provide a sales-focused message offering a 30-day trial for your subscription-based service, since that individual is now in the decision-making stage of the marketing funnel. Browser-based cookies and other targeting technology can help deliver specific types of offers and content that will encourage that individual to take further action on your website. Success snapshot Syncplicity, a cloud-based file synchronization solution, launched a display ad campaign with targeted ads focused on three separate customer segments that influence the buying decision: business users, IT staff, and CXOs. Each group has different concerns, so the company developed three distinct sets of display creative and landing pages with messaging that emphasized each segment’s pain points. As a result, Syncplicity saw an overall positive trend in website visits from key groups, and an increase in sign-up conversions. Continued »
4. Use retargeting to regain control of lost leads. While a lot of your most qualified prospects will visit your website, they usually don’t convert into buyers immediately. In a crowded online media landscape, your opportunity to capture these buyers is limited; they will soon be flooded with offers from your competitors, and may conduct their own research that could lead them to another vendor. To stack the odds in your favor, it makes sense to invest in retargeting to draw interested consumers back into your marketing funnel. Because retargeting keeps your brand in front of interested prospects wherever they go on the Web, it can have a big impact on your conversion rates: A study by ValueClick and comScore found that retargeted display ads resulted in a 1,046% lift in trademark searches.4 Success snapshot UpSellit, a company that helps businesses reconnect with abandoned website visitors, used a retargeting campaign to boost the efficiency of its own display advertising strategies. Visitors from the retargeting campaign were twice as likely to convert as pay-per-click advertising viewers.5. se a multi-channel attribution system to give U proper credit to the channels who have influenced a B2B conversion. Marketing campaigns are expensive, and it’s important to account for the impact of every dollar spent so that you can better optimize your next campaign. When running more than one marketing campaign at a time, it’s essential to use a multi-channel attribution system, rather than a “last-click” model, will help you determine the true impact of each touchpoint. For instance, a consumer might have seen a display ad twice before clicking on a keyword ad; under a last-click model, the search campaign would improperly receive full credit for the conversion. In a multi-attribution model, you can examine all of the interactions a prospect has had with your brand, and weigh each interaction accordingly to determine the ROI of each marketing approach. Continued » 4 “When Money Moves to Digital, Where Should It Go? Identifying the Right Media Placement Strategies for Your Display Campaigns,” September 2010, comScore and ValueClick Media.
Success sTORY To reach new customers, Bizo uses its own targeted advertising technology in addition to a number of other marketing strategies, including email marketing, search advertising, webinars, and industry events. In determining the ROI on each strategy, the company applies a multi-touch attribution methodology that involves evenly dividing the value of a new business opportunity among all the channels involved, not just the first or last touch. For instance, by using the multi-attribution approach, Bizo found that webinars were 68% more effective in driving leads than they’d appeared to be under a first-touch model. By properly attributing the effectiveness of various marketing channels, Bizo is able to more accurately optimize its marketing budget for future campaigns.6. Optimize your campaign through every stage of the sales funnel. Over the course of your display campaigns, create a comprehensive marketing strategy for prospects at every stage of the funnel, with goals relevant to each group. For top-funnel prospects, focus on display saturation to increase awareness; for mid-funnel prospects, focus on building trust and engagement through the development of relevant content; and for bottom-funnel prospects, use display retargeting to increase conversions. Success sTORY Bizo’s own approach to digital marketing includes a three- phased approach. In the top of the funnel, Bizo saturates targeted audiences with relevant display ads to raise awareness and brand recall. For mid-funnel audiences, Bizo focuses on promoting branded content to users through social media platforms, increasing page views by nearly 50%. For bottom-funnel prospects, Bizo uses retargeting to drive conversions, increasing form submission by 63%. 866.497.5505 | www.bizo.com | Follow us on Twitter: @bizo