Build Engaging Dynamic Ads Using Available Customer Data
Online advertising could use some simplification. Anybody that has spent more than two months working in the online advertising space will tell you that it is a fast-paced, complex, confusing, always changing, and exhausting industry that has few, if any, dedicated rules, set procedures, or processes that everybody agrees with and follows. Even companies offering the same services use different names to refer to the same thing: online advertising, Internet marketing, display advertising, and so on. Luckily, some companies are dedicating themselves to making certain tasks a little simpler. San Francisco-based startup Canned Banners is an example of such a company.
Simpler Tools for Easier Advertising
Since 2009, Canned Banners has been automating display ad design. Its self-serve tools help you build professional quality display ads quickly and cheaply, without requiring design or development knowledge. Its service makes display advertising cheaper and easier for everyone from local businesses to Fortune 500 companies. While this sounds potentially useful, what Canned Banners is planning to roll out next might strike a chord among a larger audience within the online advertising industry.
Read more: ClickZ
Wildfire and Adaptly Introduce First Social Marketing Solution With Integrated Ad Technology That Optimizes Engagement
REDWOOD CITY, Calif. and NEW YORK, Feb. 27, 2012 /PRNewswire/ — Wildfire, the global leader in social media marketing software, today announced with Adaptly the integration of Adaptly’s unique social advertising and optimization technology with the Wildfire Social Marketing Suite. The combination of Wildfire’s market-leading suite of tools for designing, publishing, and managing brand content through social media – used by more than 10,000 customers, including many of the world’s most recognized brands, such as Facebook, Amazon, and Target – with Adaptly’s ad optimization technology gives marketers, for the first time, unified control over the combined effect of paid, earned, and owned social media to maximize consumer engagement with the brand. Engagement encompasses social actions such as likes, comments, and sharing of content.
Unlike first-generation ad serving solutions – which focus on traditional metrics such as cost per clicks, fans, or impressions – Wildfire’s solution integrates Adaptly’s technology that optimizes social ads not only for cost but also for maximum engagement. Adaptly’s proprietary technology aggregates more than 160 social metrics from a brand’s earned and owned channels, analyzes the impact of paid media on earned media in real time, and continuously refines ads (including content and target audience) to reach the best social audiences and drive ongoing engagement – the objective that marketers care about most today – at the lowest cost. This self-optimizing technology is unavailable from any other vendor, and Wildfire is the first to bring it to the broad market through a complete integrated social marketing solution.
Content and Advertising Integrated into a Single Seamless Solution
The ability to integrate advertising with content is becoming a critical requirement for social marketing thanks to the launch of Facebook’s Sponsored Stories ad units, which allow marketers to turn fan-generated content into social ad units. For brands to run Sponsored Stories ads they must successfully engage consumers. The Wildfire Social Marketing Suite provides all the tools needed to engage consumers through social media. Extending the Wildfire Suite with Adaptly’s social advertising technology now enables marketers to optimize their whole social strategy in a single seamless solution.
Read more: PRNewswire
Overwhelmed By Data? Here’s How to Tame It
The amount of data we can collect from digital interactions by consumers is staggering, and making sense of it can seem daunting. This needn’t be, though. You simply have to know which data are most relevant and how best to use them. With that in mind, here’s a quick primer on how to use data to drive your digital strategy.
Explore all available data sources and channels.
First-party, web-based data (the information you can learn about visitors to your sites) is often the most accessible and valuable. Visitors are generating useful signals with every action they take. These data sets belong to you, meaning you don’t need to pay third parties to use them and you may use them as fully as the rights you’ve secured through your user terms.
Start with an inventory of the audience data you’re generating through your sites; then identify how to grow and groom that pool. This will likely include adding more granular data collection, refining how you organize and segment the data, and incorporating tools for activating your segments (as I describe below). Data-management platforms (DMP) are available to maximize the value of this data.
Next, explore all the data-collection sources available, including customer-relation management systems, mobile sites and apps, and even offline transactions. Your mobile-optimized sites and apps will power cross-channel insights and targeting capabilities, while CRM data and offline transactions can provide additional attributes drawn from within your universe of first-party sources. All of this data can be combined in a privacy-friendly way, when properly de-identified in the process through which it’s aggregated into anonymous audience profiles.
At the same time, consider supplementing your first-party data sources with third-party data — you can learn even more by understanding how your consumers behave outside your domains. This data can both expand the size of the audiences you design and improve the performance of the advertising, e-commerce and content you promote to these audiences.
Read more: AdAgeDigital
What Data Buying Isn’t
“Data-Driven Thinking” is a column written by members of the media community and containing fresh ideas on the digital revolution in media.
Today’s column is written by Michael Katz, CEO of interclick, a Yahoo! company.
With all the great data that data providers are making accessible today, it’s possible to interact with consumers in ways that were never before possible. The tremendous breadth and depth of available data moves consumer views from one-dimensional to multi-dimensional, helping to paint a much more complete picture. The implications positively impact the entire value chain from the marketer all the way to the consumer. For all the progress however, we’re still very early on and there are still several misconceptions about the successful application of data.
One of the biggest misconceptions is that optimal data consumption is on an “as needed” basis since data is expensive and more data may not add incremental value. Utilizing data for targeting is only one of many applications however. One of the most important and innovative applications of data isn’t for targeting at all but rather enabling marketers to implement more effective customer segmentation strategies.
Many transaction-centric B2C companies rely on effective segmentation to align messaging with business objectives in order to maximize LTV (lifetime value). Successful implementation of segmentation helps these companies define business models, build customer loyalty programs, and further value proposition discussions. The exercise of creating an effective segmentation strategy should result in a comprehensive understanding of the various types of customers as well a coherent plan for achieving business results.
When helping marketers address their segmentation strategies, the first step is to understand what the objective of the marketer is. Typically objectives are either tactical or strategic. Tactical segmentation strategies typically encompass cross-selling and upselling opportunities. For a financial services client for example, it may involve messaging certain “gold” card members in order to move them to “platinum” card status which may yield much higher fees. Strategic initiatives are usually much broader and align to business objectives. For example, determining that users within certain segments may require less support than others would allow a company to deploy capital more effectively.
Read more: AdExchanger