{"id":2451,"date":"2018-12-19T10:45:09","date_gmt":"2018-12-19T10:45:09","guid":{"rendered":"https:\/\/devbloglavaprotocols.nityo.in\/3-ways-to-gain-customers-with-data-driven-digital-advertising\/"},"modified":"2018-12-19T10:45:09","modified_gmt":"2018-12-19T10:45:09","slug":"3-ways-to-gain-customers-with-data-driven-digital-advertising","status":"publish","type":"post","link":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/3-ways-to-gain-customers-with-data-driven-digital-advertising\/","title":{"rendered":"3 Ways to Gain Customers with Data-Driven Digital Advertising"},"content":{"rendered":"
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By Alexis Mosier, Product Marketing Manager, Salesforce\u00a0<\/strong><\/em><\/p>\n

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In an age when consumers demand more relevant, personalised brand experiences<\/a> than ever before, data-driven advertising strategies are key to increasing leads and improving ROI.<\/p>\n

Digital advertising is the most targetable, measurable, cost-efficient, and quick-to-implement way to do this.\u00a0Magna Global forecasts<\/u><\/a>\u00a0that digital media will account for 50% \u2014 $291 billion \u2014 of all ad spend by 2020.<\/p>\n

The only problem is that consumers are already inundated with hundreds of digital messages every day. So, what\u2019s the secret for standing out? Using customer data to inform your advertising strategy.<\/p>\n

Here are three ways you can use smart data to maximise your digital advertising and customer acquisition efforts:<\/p>\n

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1. Optimise targeting to reach the right audiences<\/b><\/h2>\n

Did you know your CRM<\/a> (Customer Relationship Manager) can help you take first-party data \u2014 like contact information, buying habits, and content interaction \u2014 from existing high-value customers to create profiles and find new customers just like them? These profiles are called \u201clookalike\u201d audiences: new groups of people that match the characteristics and behaviours of your existing customers (without any overlap).<\/p>\n

Google Display Network, Search Network and Google-owned services YouTube and Gmail, as well as Facebook, Instagram and Twitter, all allow you to create lookalike audiences on their platforms.<\/p>\n

These platforms overlay your customer information with their own user data to identify new audiences that are most like your target customers.<\/p>\n

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If you\u2019re among the\u00a091% of advertisers<\/u><\/a>\u00a0using or planning to use a DMP (Data Management Platform<\/u><\/a>), you can maximise your audience targeting capabilities even further.<\/p>\n

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<\/p>\n

DMPs use cookies to capture customer data across all platforms and devices (apps, browsers, mobile, desktop, etc.). This creates a more comprehensive view of the customer, allowing you to control and personalise ad messages to them more effectively.<\/p>\n

Integrating your DMP and CRM unlocks a wealth of data to create even richer lookalike audience profiles. You can use these lookalikes on open display ad networks, leveraging your DMP to serve the right ads to the right people at the right time.<\/p>\n

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<\/p>\n<\/blockquote>\n

2. Personalise ads to improve engagement<\/b><\/h2>\n

A whopping\u00a071% of consumers<\/u><\/a>\u00a0prefer personalised ads. In fact, they\u2019re almost twice as likely to click on an ad from an unfamiliar brand if the creative is tailored to their preferences. Today\u2019s audiences practically demand personalised, 1:1 brand experiences to earn their attention, let alone their business.<\/p>\n

The good news: you can use customer data to tailor your messaging and campaign creative to almost any audience segment based on interests, geolocation, customer journey stage, and more. This personalised creative can also help improve engagement with existing customers.<\/p>\n

ConAgra Foods, Inc. successfully used customer data to boost engagement around the Hunt\u2019s tomato brand. Using behavioural data, ConAgra was able to target environmentally-conscious consumers t with relevant content about Hunt\u2019s organic products and the company\u2019s unique steam process for peeling tomatoes. This campaign resulted in a 300% increase in consumers who said they would use Hunt\u2019s tomato products and a nearly 200% lift in awareness about the brand\u2019s steam peeling process.<\/p>\n

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3. Align advertising and marketing strategies across channels<\/b><\/h2>\n

Failing to coordinate ad campaigns with other marketing, sales, and customer service efforts is the fastest way to waste ad dollars.<\/p>\n

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<\/p>\n<\/blockquote>\n

Integrating your advertising and marketing strategies across channels ensures that campaigns work together to reach more customers and hit KPIs faster. For example, aligning a Facebook ad campaign and an email campaign with similar messaging can reinforce a single call-to-action to help drive more conversions.<\/p>\n

Aligning with sales and customer service can also take your advertising strategy to the next level. For example, someone with an open customer service ticket is not likely to respond to an ad promoting a brand they are currently frustrated with \u2014 nor is someone who has already purchased the advertised product. You\u2019d be wasting budget, and perhaps annoying your audience, by serving them these irrelevant ads.<\/p>\n

AI-powered tools like\u00a0Salesforce Einstein<\/u><\/a>\u00a0give you the ability to refine your audience targeting parameters to ensure that only the most relevant ads get served to the most relevant customer segments on the channels they use most. This results in more cost-efficient campaigns and more satisfied customers, overall.<\/p>\n

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Amplify your digital advertising like Amplify<\/b><\/h2>\n

Amplify Credit Union<\/u><\/a>\u00a0saw first-hand success with these three digital advertising strategies. A financial cooperative with 57,000 members and eight locations throughout Texas, Amplify implemented\u00a0Salesforce Marketing Cloud<\/u><\/a>\u00a0to elevate its marketing efforts and increase ROI.<\/p>\n

The company used Marketing Cloud to integrate all of its channels. Using CRM data and\u00a0Advertising Studio\u00a0to refine ad targeting, Amplify increased lead generation by 50% \u2014 without having to change ad spend. Amplify also combined lookalike audience functionality with\u00a0Journey Builder\u2019s\u00a0customer experience mapping to increase email open rates by 45% and ad click-through rates by 20%.<\/p>\n

This helped increase Amplify\u2019s annual net profit to over $1.4 million, resulting in a 400% increase in revenue for Amplify\u2019s outbound sales team.<\/p>\n

Article<\/a> first appeared on the Salesforce blog.\u00a0<\/span><\/p>\n

Email us at <\/span>asklava@lavaprotocols.com<\/span><\/a> or call us at 03-7885 9720 if you\u2019d like to know how you can implement\/ integrate Salesforce into your business. \u00a0<\/span><\/p>\n

Lava is a cloud service provider and an <\/i>authorised Salesforce Partner <\/i><\/a>in Malaysia. We have more than a decade of experience in cloud solutions which includes marketing automation, CRM implementation, change management, and consultation. We pride ourselves in not just being a CRM partner but in also understanding the needs of our customers and taking their business to the next level.<\/i><\/strong><\/p>\n<\/p>\n

<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Today, consumers demand more relevant, personalised experiences. This is why data-driven advertising strategies are key to increasing leads.<\/p>\n","protected":false},"author":1,"featured_media":2452,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[125,124,18,59],"class_list":["post-2451","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-advertisement","tag-big-data","tag-blog","tag-cloud-horizon"],"jetpack_featured_media_url":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-content\/uploads\/2024\/10\/facebook-instagram-logos-266246.jpg","_links":{"self":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2451","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/comments?post=2451"}],"version-history":[{"count":0,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/posts\/2451\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media\/2452"}],"wp:attachment":[{"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/media?parent=2451"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/categories?post=2451"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.lavaprotocols.com\/the-cloud-blog\/wp-json\/wp\/v2\/tags?post=2451"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}