How The Evolution of Targeting Has Shaped Premarketing
The Advancement of Targeted Advertising Helps Brands Reach Shoppers Sooner
The ways we identify and target users has evolved rapidly. Just a few years ago, dividing a broad group of consumers into subsets with common priorities and needs was still cutting edge. The attitude of casting a wide-“catch all” net in hopes of finding the right consumers has thankfully progressed into one of the first truly effective forms of targeting–servers began to recognize text on a page and serve content based ads to the user. Combined with retargeting, brands are able to serve more relevant ads for direct response advertising.
Unlike its predecessors, retargeting doesn’t take much work to prove productivity. It’s logical and simple – you build a list of users who have executed actions indicating purchase intent and you show them ads for the products of services almost purchased.
By utilizing our analytical capabilities, we take retargeting to the next level. Finding underlying connections between events, we can determine a common buying pattern based on products browsed and added to cart. Then, by leveraging advertising to expedite the timeframe and influence of brand association, it’s then no longer remarketing: it’s Premarketing™.
Take a minute to think about what your customer is doing prior to the thought of purchasing your product or services. Maybe you offer online background checks and should be getting in front of parents looking for a babysitter or someone entering the dating pool. Or maybe you sell dog treats and should be targeting people trolling for their perfect pup to adopt.
Premarketing strategies get brands and products in front of their potential purchasers, planting the seed of desire and keeping their brands top of mind regardless of where the viewer is in the purchasing cycle. And if you’re working on a tight budget, you’ve got to be smarter and more strategic about how you spend those marketing dollars.
Let’s take an example – someone who is shopping for a laptop is most likely going to need a laptop bag or case. Brands like Cocoon, Speck, Timbuk2, and Incase should be building lists of people looking at laptops and peppering those users with ads for accessories, so when they buy the computer, they have an accessory brand top of mind to add to cart.
The idea of advertising to a broad group with specific attributes is subtle but incredibly powerful, effective, and relatively inexpensive if done well. It’s about strategically building that custom audience of one, identifying thousands of similar users, and influencing their opinions prior to the decision being top of mind.
The point is, why wait for your customer to come to you? If you have a good idea of where your customer is before they get to you, then why not proactively get in front of them to expedite the acquisition process? If you are open to the right partnerships, you don’t need a massive budget to influence your brand perception. You might just find there’s a new way to think about your customer profile.