How BPRISE Helped A Mumbai-based Cafe Get Walk-ins During Slack Hours

Did you know that it is generally harder to sell to existing customers as opposed to new ones? You’ll probably agree if you’re a retailer. We’ll talk about how retailers can really win customers with digital advertising in our next articles. For now let’s take a walk-through of a successful brand awareness campaign that we carried out for a café during its open hours.

Who was the client?

Our client is a café based in Mumbai.

What was the problem?

The café witnessed a dry patch post lunch hours, every day.

How did we solve it?

Display Advertising using the BPRISE Manager Platform (DSP): Targeted display ads across a number of websites with the location set to Mumbai on the BPRISE Manager Platform, helped us introduce the café to a number of potential customers across 500+ websites.

We optimized display advertising by filtering out websites on the platform, that didn’t do well. It’s possible to adjust the websites where the ads will show on the BPRISE Manager Platform.

Sponsored Facebook ads using the BPRISE Manager Platform: Targeted ads on Facebook to reach people within a 3 KM radius around the café via the BPRISE Manager Platform.

Ad creatives by our partner agency Influestr announced the cafe’s discount.

What was the result?

The café got up to 5 walk-ins every day post lunch hours since the launch of the campaign. For the brand awareness campaign, the BPRISE Manager Platform captured a CTR of 0.4% initially. The average CTR of the campaign was approx. 0.2%.

The nature of the campaign is such that ad viewers would click on the ads (announcing discounts) initially and then choose to act on it i.e. drop in at the café.

What is the BPRISE Manager Platform?

The BPRISE Manager Platform helps brands and agencies launch display ads, social media ads, email and SMS campaigns and push notifications on mobile apps from a single dashboard.

Marketers that use DSPs, email and SMS vendors and more can now switch to just one platform that does it all – programmatic media buying, email and SMS marketing, launching push notifications on mobile apps and more.

The BPRISE Manager Platform is a marketing automation tool with the capabilities of a Demand Side Platform (DSP) that helps marketers (or platform users) to buy media programmatically.

The platform also assists marketers to launch ads on Facebook and Instagram. Marketers can use the platform to create brand awareness, reach masses and win leads.

How can BPRISE help your business?

Whether you’re a restaurant or a retail store, we can help you launch brand awareness campaigns. Got an exciting offer that you wanna share with people within a 5 KM radius of your outlet? We can help! Opening a brand new store? Wanna advertise to the local residents using display ads? Our platform can equip you with all that and more! Write to us with inquiries related to media buying, campaign optimization, SMS-email campaigns and any other query you may have in digital advertising!

With Marketers Gunning For Performance, Are Consumer Expectations Compromised?

BPRISE has been working with a number of brands courtesy agencies this year. With a two-year product in the making, we had with us some time to watch the market. It was unnoticeable at first, then with some deliberate effort, the mismatch really stood out. Interestingly, various other industry veterans had the same opinion. Advertisements on traditional media like print, tv, and outdoor billboards had a flavour that us Indians fell in love with. Utterly, butterly? Delicious, right? Talk about dairy products, milk specifically and we’ll have Amul at the tips of our tongues. Countless publications have revered Amul’s work when it came to advertising. They’ve brilliantly maintained contextual relevance and wit in their ads, till date.

Advertising: Evolution & How

Initially we were coaxed to buy stuff and marketed to on tv, radio, billboards and other print mediums. Today we have no choice but to consider digital advertising. At the start of this year it was written in the papers that the share of digital spending is expected to be about 16% of the total ad spends estimated to be around Rs 59,000 crore this year. Clearly brands believe in the power of digital, for advertising. And we do too. Why else would we spend our days and nights working on a technology platform for digital marketers? It is because man has evolved, technology has followed suit. Technology has provided convenience and we’re optimistic that the agencies using our automation platform agree to that. But what’s the one issue in the whole of advertising that’s quite the misfit? What is that one evidence of neglect?

Advertising: What A Miss

Image stills of tv ads reincarnate as poster ads. Video ads that run on tv sometimes show up on websites. Why cut corners with creatives? Disinterested viewers often skip ads that look and feel generic. Tech providers have been investing time and inventing tools to help brands up their relevance in advertising. Then why resort to image stills for poster ads? What about relevance? What about context? Where’s the personalization for ad viewers? Consumer mindset when watching tv and other mediums is different. This is precisely why creative on different mediums need to be treated differently. So how can advertisers be mindful of viewer expectations and needs? We bet that insights can help. Having an idea of what your customer needs (if you’re a brand) and what your content consumers relish (if you’re a publisher) can make a big difference. Experiment with native ads, videos, image ads, social media and more to truly pinpoint what works for you.

Advertising: How To Fix 

The number 1 recommendation is to stick to the basics. Start with ad dimensions, ad relevance and speak with viewers by keeping the context in mind. Of course, nothing replaces customer intelligence. Knowing who the viewers are and what they’re likely to like will be beneficial. You know as good as we do, how consumers are. They want quality and they want brands to cater to their specific needs. In fact, if you’re reading about the top-5 holiday destinations in India, you’d appreciate a tour company’s video ad explaining why they’re the best. We’ve had the privilege of meeting numerous digital experts, genius agencies and lovable brands and what they’ve had in common, apart from BPRISE, is their genuine interest in having ads made exclusively for specific sets of people. So, what does everybody vouch for? Customer insights! And this becomes more important to you as niche your market becomes. So, with growing trends in technology like AI, IoT, digitally-powered-everything and with a pressure to make everything perform, we hope consumer needs are met and not compromised. May ads, email campaigns, sms campaigns speak directly with the customers when it matters to them.

KYC To Improve Marketing KPI?

Customers Less Likely To Respond To Brands After One Bad Mobile Experience

Gone are the days when you could carry out the “one size fits all” philosophy to your marketing campaigns. Today you need to focus on an array of parameters to draw up an effective marketing strategy.

If your target group is not clearly defined and marketed to, you run the risk of hurting your brand image since customers are less likely to engage with a company after one unpleasant mobile experience. And BPRISE wants to help you make the best decisions for your business.

Dear Marketer, Do You Know Your Customers?

A study by Nielsen highlights that only  47% of the digital campaigns in the UK reach their target. This is because marketers apply traditional targeting methods to digital and don’t really know their customers as well as they should. It is tricky because marketers not only have to engage with their existing customers but also expand their reach.

We’re saying that as marketers you have a great tool available at your disposal today – Data! And you can witness first-hand how digging into your data will nurture leads that make larger purchases than those who are not nurtured. Here’s proof!

Another study by US Business Executive showed that 64% of marketers agree that a data driven approach drives marketing success on a global scale. And data analytics forms the base of a data-driven marketing strategy. BPRISE helps you leverage modern data collection and analysis tools to get actionable and valuable information about your customers.

Try Out The BPRISE Unified Marketing Solution, Covering Data & Marketing

We’re thrilled to announce our approach with marketing, influenced by your data. Our offline-to-online solution applies analytics to your offline customer data and helps you launch relevant, personalized marketing campaigns from our marketing platform.

You can also quickly launch marketing campaigns from the BPRISE marketing dashboard, across multiple channels, including:

  • Facebook
  • Email
  • SMS
  • Websites

You can track your marketing ads, emails, SMSs and more on one single platform – the BPRISE Manager Platform. This enterprise platform  gives you performance insights that can further help your retargeting initiatives. Invest in the right set of technologies to drive your marketing KPIs.

Start with an understanding of your customers with data analytics, engage them with personalized marketing and don’t get short-changed in marketing. Let’s talk data and business, shall we?

Data Mountains & How To Deal With Them?

“In God we trust, all others must bring data” – William Edwards Deming (statistician)

The numerous marketing systems today with distinct functions, make marketers switch between multiple tabs/windows to effectively market and understand its impact. Additionally, the digital advertising spectrum keeps widening with the growing numbers of mar-tech providers, technologists and data solution providers. What solution really maps individual customer journeys or which one allows you to market effectively? Do you spend time in sourcing reports and preparing a single Excel doc to have a holistic customer profile?

Because according to Mary Meeker’s Internet Trends Report 2017, on an average an enterprise uses 91 marketing automated platforms. Dive a little deeper and you’ll find that based on “functions”, there are close to 180 display and programmatic advertising solutions and around 161 marketing automation and campaign management platforms. This clearly depicts how complicated the life of a marketer really is. Multiple platforms that result in data silos also bring about work duplication, which means, more man-hours are spent on collation of reports than actually driving business with insights. Disconnected platforms that house customer data make data management challenging.

Busy But Not Bright?

Marketers spend hours collating data from point-of-sale (POS) systems, client relationship management (CRM) software, loyalty program databases and more. Once this tedious task is through, they resort to marketing platforms and automation tools. Do you see how many platforms and interfaces they deal with? Imagine the amount of offline data (POS, CRM etc.) a marketer really has in reserve? This is where a platforms like customer data platforms (CDP) and data management platforms (DMP) becomes handy. CDPs allow marketers to exercise control over their customer data but does not that erase the need for a marketing automation platform. CDP vendors are specialized in automation, tag management and/or deriving personalized insights, but still does not cover marketing attribution. Similarly, DMPs power data-driven marketing powered but cannot double as a marketing platform.

Marketers have their hands on multiple software platforms but they’re still short of time and a single view of customers.

A Bright Ray Of Hope

The need of the hour is a solution with the ability to ingest data from multiple sources, make customer buckets, shoot relevant ads and attribute success to the right advertising mediums. One platform to do all that!

A unified data management solution that provides predictive insights, automates marketing and subsequently feeds on campaign data for further intelligence is your fix! Marketers’ work would be more effective when insights, analytics and ad-dollar spend views appear in on a single window. This digital activation helps marketers innovate based on the intent and interest of target customers resulting in effective ad-dollar spends.

 

 

Marketing: Data The Stepping Stone

In today’s day and age, there is so much content available – written content, video content, marketing content and so forth for the end user. Drawing parallels with marketers, it becomes clear that they have a mounting pile of “data”. Where does all the data come from? CRMs, transaction data, customer data and other databases to name a few.

Does your data provide you with adequate insight to answer all your questions related to marketing? Well, one easy way to identify an issue is when you know there’s an element in your equation that just doesn’t add up. Too much data, too many graphs with complicated text is often hard to comprehend. As advertisers you need to be able to understand the data you have at hand in a quick and effortless manner! You’d then be able to predict the consumer needs of your target audiences.

Data analyses equip marketing and sales to construct their respective plans that are in line with the organization’s goal. If you are an advertiser, here are a few pointers to help you mediate and use your data more efficiently:

  1. Profile data: The practice of data profiling helps you comprehend the first-party, second-party, and third-party data; wherein, you identify the missing links and incorrect entries listed within the data set. This promises quality data collection while assuring its relevance to your target audience.
  2. Standardize: Standardizing data across channels enables you to establish an intelligent customer database. For marketers in an organization to know what to measure and how to measure it, it is important to set standards. Start with the external sources or with the internal data your currently own.
  3. Maintain consistency – Data can be interpreted differently by people and even computer systems, for example, if an individual were to list his employer as Tata, when filling out a form to download a white paper, the system might not recognize it since it is only familiar with TCS. Therefore, it is important to have standards set and to record the data in a manner, that is recognized universally. One such example is how dates need to be recorded, whether in the format of dd/mm/yy or mm/dd/yy.
  4. Treat data silos: The information from the various regional offices, departments and different communication channels of an organization contribute to growing amounts of data. Irrelevance or inconsistency in data, can lead to miscommunication or confusion even within the organization. It is therefore vital that you have processes, guidelines and technologies in place to make sure that the branches, and teams sharing data work effectively together.

What if one software could collect, organize, administer, analyze, conduct data quality checks and recognize the trends within the acquired consumer database? It is about time that marketers’ jobs are made a little bit easier by breaking information silos and giving them a leg up with clarity and easy access to the right resource. The result will mean more time for you to get the creativity flowing to boost your brand’s presence.

 

 

What You Should Know About Marketing Attribution

Say you have a brand-new website launched and it’s doing extremely well. And how exactly do you determine the success of a website? Number of visitors for starters; no rocket science here. And what’s bringing them over to your website? Whatever’s drawing them in, includes your content, your search engine optimization (SEO) tactics, your social media works.

Granted that your marketing and sales levers work just fine, but what about getting a view of your buyer’s actual journey? You best have an answer to this question; especially if you sell. How about knowing all the marketing touchpoints that an end user interacted with before making that precious move thereby becoming a buyer to you?

What Is Marketing Attribution?

Marketing attribution can be defined as the science that determines the media which drives purchases and your predefined marketing goals. If you work in marketing, you’ll know just why “attribution” is a big deal. The credit or value (as a marketer or advertiser) that you assign to specific marketing touchpoints is basically what “marketing attribution” is. Marketing attribution helps take the guess work out of “what works in marketing”, nice and clean.

And when you allocate credit to conversions or engagement activities, you bridge the gap between the marketing data and the sales data. There you go, now you’ve also made the sales guys’ lives so much easier (or so you may believe).

Whether or not you care to admit, attributing a sale and/or the success of your marketing initiative, is an enterprise-wide affair. And a truly delicate one at that. Casting some light on the types of attribution models out there…

Marketing Attribution Models FYI

Single Source Attribution:

This model clearly credits just one source/touchpoint that led to the final conversion/engagement.

First-touch Attribution:

The first channel that the lead (end user) engaged with, is credited in this model. However, such practice alters the perceived effectiveness of the other channels that the lead engaged with after the first channel.

E.g. Attributing lead generation to a downloaded white paper etc.

Last-touch Attribution:

Attributes the final conversion to the last channel that the lead (end user) engaged with, missing out on how the user interacted with the other valuable marketing channels prior to the last channel.

E.g. Attributing the sale to an ad, discarding the buyer’s previous visits to your website and/or physical store.

Multi Source Attribution / Multi-Touch Attribution (MTA):

Attributes every channel or touchpoint that the buyer interacted with, right from any ads shown to him/her, to social media posts, to newsletters. Although this model credits every source, it fails to accurately measure the actual portion of contribution by individual sources. Naming 6 of the MTA models in practice today…

Linear:

Gives equal revenue credit and weight to all the touchpoints involved. It’s the simplest MTA model as you can already tell.

Time Decay:

When the sales cycle becomes lengthy (say, in case of B2Bs), this model gives credit to the more recent marketing touchpoints and not the initial touchpoints as they did not influence the closure.

U-Shaped:

Credit in this model is divided majorly between 2 touchpoints – the first and the lead creation. About 40% credit goes to the first touchpoint and the lead creation touchpoint each and the remaining 20% is divided equally among those in between.

W-Shaped:

Thirty percent of the revenue credit is given to the first touchpoint, the opportunity creation and the lead creation each. The remaining 10% is shared by the middle touches.

Full Path:

Follows the same approach as the W-Shaped model, but also credits the final close. This model credits all the touchpoints, right from the early stage marketing initiatives to the sales team’s post-opportunity efforts; bulk credit is given to the critical touchpoints and the touches in between are assigned lower weights.

Custom:

You do you! That’s what this model is, and it gives you the liberty to assign your own attribution weights. That way you can determine weighting percentages for yourselves (your business) based on buyer behaviour, marketing channels, industry and so on.

Weighted Multi Source Attribution:

Credit in this model is assigned to every single interaction in the sales cycle and especially attributes weight to the touchpoints that did all the heavy lifting. Although this model maps the buyer’s journey well, it is difficult to apply given its practical complications. The weighted multi source attribution model assigns revenue percentages (credit) for specific customers to an array of touchpoints as defined by the company’s chosen multi touch attribution (MTA) model.

Take The Guess Work Out

Everyone talks revenue and sales, but seldom do you make changes to your existing system to capture conversion and measure attribution in one go (and in real-time). Accepting that business does not and cannot work on guesses or vague signboards could save you big. I recently had a marketing head of a moderately large hotel chain confess that they could not identify leads courtesy their marketing efforts. It is challenging to keep up with the advancement in digital, marketing approaches, unification of marketing and analytics platforms for it’s all happening right now – real-time. You cannot see it, just like the streak of time, but you most definitely can feel it.

And if you feel like you should better understand your customers and what influences them, you’d better invest in martech. It is not too late since you could cope up as far as you did, you most definitely can keep up. Find yourself just the right adtech partner who does it all – omnichannel marketing, performance tracking, analytics, attribution and up your game to match the customers’ evolving digital behaviour. Bear in mind that, while you tailor attribution models best suited for your line of business, ensure that you keep the user data collected, integrated with your DMPs, DSP and/or marketing tools. The attribution math, together with strong analytics and personalized creatives is what will get your foot right in.

Here’s to winning human hearts with humanized (or personalized) marketing! May the data be ever in your favour and may your attribution gauging models propel your future advertising and marketing initiatives lucratively.

Life Of A Marketer

Who cares about “ad effectiveness” at 08:30 AM? Ah, my bad. What marketer hits the office at 08:30 AM, anyway? Of course, considering the innumerable tasks that a marketer oversees (sometimes, overlooks), performs (or preempts), the 24-hours-in-a-day-thing does not really work for them.

As someone who works in the Marketing Department primarily, I can tell that no marketer ever has “enough time” on them. All the pre-planned schedule goes for a giant toss and what’s more is that the coin lands on its edge more often than all of us care to admit. You may wonder what’s a marketer onto, that consumes all of their sane time. And if you’re a marketer, then this can be your “constructive read” (sic).

A day in the life of a marketer (let’s call her Jane!) concerns the working on the following…

Scene 1: Digital Marketing 

Jane-the-marketer, works her way through multiple creatives, multiple platforms, multiple log-ins, multiple campaign goals, multiple reports, multiple vendors on a regular basis. Although she’s a dedicated marketer, she finds it humanly impossible to smoothly transition between all the aforementioned “multiples“. Now, if her employer (i.e. the advertiser or brand or retailer) is kind enough to split her work by adding new members to marketing, it will mean that the size of the marketing team goes up, in turn increasing the firm’s ad spends. Does having a bulky team deal with multiple platforms and countless vendors ensure that the advertised products meet the respective real-time needs of its target audience?

You and I both know that one-ad-does-not-fit-all. We also know that quantity does not guarantee quality. It is the quality and appropriate fitting of an ad to a situation in the real-life of its target audience that counts. And it most definitely is not the mammoth-sized-ness of the marketing team that counts.

What if we could resolve these issues, for Jane (and marketers like her!) in one shot? How much of an ease would it be on brands (i.e. advertisers/retailers) if they could keep their marketing budgets from skyrocketing and still reach the right customers precisely when they’re in need of a solution/product? How does a relevant, ad-for-a-human sound like? 

Scene 2: Analysis

So, marketer Jane, successfully runs ad campaigns across the web and mobile apps and has received reams of data capturing the performance and reach of her ads. She consults a number of third-party vendors to analyze the data and tell her what all the numbers and graphs of data, means simply. A thorough analysis is possible only when marketers have all the information about their target audience’s preferences as consumers. Although Jane divides her time between consulting with various vendors and gathering insights from distinct sources, she’s still deficient of her target audiences’ offline preferences as consumers. What this means is that customers often walk into stores near them and grab what they really need, for a price. There are times, they hop into branded shops or retail stores more than once just to get product-related information. Is Jane even aware of this practice? Let’s say Mary visited A Shoe Shop a couple of times. She spent a considerable amount of time at the heels section but walked out of the shop each time without buying anything. This offline consumer behavior of Mary is invaluable to Jane. Because if Jane was aware of Mary’s offline behavior as a consumer, she could target Mary with an ad of a footwear right when she’d walked out of the Shoe Shop without having made a purchase? Hence relying solely on users’ online data sounds like one is building a lopsided launchpad for the advertising campaigns to take off from.

Wouldn’t it also benefit if you could understand what happens across web, app and stores? What a winner of a deal if the marketer’s ad platform could serve as a one-stop-solution to all of the ad campaign needs? What if the marketer could enjoy the luxury of not having to consult a multitude of vendors for campaign results and customer insights? What if the analysis helped marketers with target lookalike customers? And what if the marketing platform was automated so well that it understood brands’ customers as well a human marketer could?

Scene 3: Targeting & Retargeting

Targeting Prospects

Jane markets products/solutions to prospects as ads over the web, mobile phones and even apps. But given Jane’s limited knowledge of her prospects’ offline consumer behaviour, her ads do not completely resolve their real-life, real-time problems. This results in the ads becoming somewhat irrelevant to her target audience and thus gives way to unimpressive CTRs. Targeting without insights is like driving without the headlights on.

Wouldn’t marketers be able to provide genuinely useful solutions/product recommendations to potential customers in the form of ads had they been aware of the customers’ real-time needs? Imagine all the gains (for the marketer, for the advertiser/retailer and for the customer) when an ad is truly apt for a customer and solves one of their immediate problems?

Retargeting Potentials

Marketer Jane finds that numerous visitors have looked up her brand’s products online but have left without buying anything. Abandoned carts are one of her main concerns as a brand marketer. And she offers discounted product recommendations to her customers in order to win them back. However, customers could have skipped buying the product online given a number of reasons. The product could have been too pricey for them, they could have been browsing just like that, they couldn’t have found what they’re looking for or maybe they wanted to check the same products at a brick and mortar store. Insights that are derived exclusively from an individual’s online activities will never constitute genuine “customer insights“. A customer’s activities are not limited to their online conduct alone and the sooner marketers tap into customers’ offline preferences and consumer needs as well, the better!  It is quite the combination of online and offline customer data that constitute true customer insights. 

What would make it absolutely easy for marketers to join the dots with customers’ online and offline behaviour and figure out their precise needs? What if all the abandoned carts would suddenly overflow with products of happy patrons?

Scene 4: Conversion

Marketer Jane hits the bull’s eye with her marketing campaign for she sees immediate hike in sales. Let’s say Jane’s ad convinced Mark to buy her brand’s shoes. But does this mean that Jane’s done for the day? Forget the tens of documents she’s got to edit and release! A successful sale or a conversion calls for brands to build on the patron’s interests as a consumer. Brands partially achieve this with the help of loyalty and membership cards; but this practice does not capture all of the user’s online and offline consumer traits. Building a profile with the help of web analytics and proximity-based analytics for every patron will not only help marketers retarget them with relevant content but also help them establish a database of lookalike customers. A lookalike customer is anyone who resembles one or a group of the marketer’s paying patrons. They’re basically prospects that marketers can target on. Also, lookalike customers are external to the database of customers that the advertiser/retailer already has.

Once analytics helps marketers with valuable insights about existing customers, targeting lookalike customers becomes easier. Marketers can target lookalike customers with fitting ads based on the success of their previous ad campaigns.

Insights from Mark’s conversion will help marketers up-sell and cross-sell effectively. Targeting a lookalike customer therefore (say Joe) will not constitute a shot in the dark because Jane has historic data to substantiate the possibility of Joe (who is a lot like Mark as a consumer) converting!

What if marketers could target lookalike customers as soon as their inventory gets restocked? Nothing like the ability to up-sell and cross-sell relevant products to patrons; how do marketers achieve all this?

Having a simple but powerful ad platform that not only optimizes marketers’ reach with ads that are truly relevant to the brand’s customers, right when they’re in need is quite the evolution in marketing. This evolution will not only bring down the firm’s marketing expenses but also allow the brand to have an efficient, slim marketing team. Which is why, marketers, rather advertisers/retailers that are quick to adopt the same could save considerably. Predictive analytics ad platforms like the one BPRISE offers, gathers information and learns user behavior.

If marketer Jane, were to use BPRISE’S programmatic platform, she’d be able to accomplish everything right from marketing, to targeting, to analytics, to sales, to retargeting, to conversion, to up-selling/cross-selling and looking for lookalike customers, all using a single dashboard. This unified ad platform cuts the need for marketers like her to jump between platforms and wait on countless vendors saving the marketers’ time   and money immensely!  If you’re a brand that’s looking for answers to the above questions, get in touch with BPRISE asap. Oh, also if you’re the marketer who’s concerned about ad effectiveness at 08:30 AM, we’ll definitely be worth your time!

 

Communications Marketing: Getting Personal The Right Way

Give that a thought for a moment. It’s not about ‘Marketing’ communication, but more about how different ‘Communications’ are marketed. As a consumer, the only brands that catch my eye in an inbox full of promotional newsletters, are ones that masterfully hit the nail on the head. And as an Ad-Tech entrepreneur, how I help brands strike that hot iron is by practicing personalization, the right way.

May I?

Permissions Marketing is crucial, because, from the customer’s point of view, the line between personal and private information is very thin. When you leave it to consumers to decide if their geo-location, browsing behaviour and profile details can be accessed to keep them informed about upgrades, discounts and exclusive invites, you’re telling them that you respect their privacy and discretion. That kind of etiquette goes a long way to impress upon people that you can afford to not-be-desperate and that perhaps they might stand to lose by staying un-informed of some good deals. Since the user was explicitly asked to grant access and permission, chances are, the next time he/she spots your ad or email, they will recall the brand in good light.

Asking for permission also makes more economic sense than asking for forgiveness. The rising “Unsubscribe” figures and “Report This Ad” actions on Google indicate a disgruntled customer base, misinformed marketing policy and hence, loss of revenue. A filtered database of users who are genuinely interested in receiving communication helps contain your ad dollars and improves conversions naturally. Try not to look at every customer as an opportunity cost. Instead, weigh the risks of losing immediate prospects to pesky advertising in the short run, so that you can gain a steady, loyal following with time.

Permission Marketing

Quit Being Trigger Happy

There is more to personalized communication than just addressing a prospect by their name, gender and last purchase. It is more about going deeper to deliver individual specific messaging that may not form a part of your monthly carpet bombing strategy. A good rule to ensure you don’t repeat your re-targeting practice is to imagine that you have only 1 shot at rekindling the user’s interest. Do you have enough information to know if your offer can’t be refused or do you think it’s best to wait another week? Perhaps the customer abandoned the shopping cart to wait for his salary that would afford him the luxury? Or maybe a list of consumer testimonials that highly recommend the product/experience would be more convincing than reminding the user about the big bucks he forgot to charge to his credit card?

Why waste 3 rounds of remarketing? Sometimes, reminders that are frequent and mass marketed may rub consumers the wrong way instead of showing that you care. Identify value in every communication and allot touch points that will make the best impact. Build a schedule that caps the number of ads displayed and spreads out across the full customer journey. This will allow you time to study and customize your communication with an offer that is truly relevant.

Make Profit With ‘Give & Take’

Companies typically employ result oriented strategies to their advertising, like broadcasting newsletters on Wednesdays because of high open rates. However, with such mass marketing tactics, rarely do companies share the value of that advertising with the consumer.

A good example is Pepsi partnering with fitness app brands to reward users who completed a certain level of exercise with a FREE bottle of Pepsi’s Propel Zero Enhanced Water.
What a great way to pair a brand’s agenda with a surprising gratification in real time! The customer or website visitor is already familiar with your brand and services. Personalized communication is your turn to reflect that recognition back onto the consumer. Know which network, publication or brand to partner with and try to understand when is a good time to tap customers navigating the web on the shoulder.

I believe that Personalized Communications Marketing is not just about collecting information from registers, mobile towers and cookies to hyper segment user profiles into numerous buckets that look like Russian nesting dolls! It is about delivering thoughtful service and information with a sensibility and sensitivity that make the end users see repeated value; all because you made them feel special and known.

I understand that all this can be achieved only with a centralised data system and a team of professionals trained to study and spot such opportunities. That is exactly what we at BPRISE have built. We aim to go beyond the usual geo-location, purchase patterns and web history data points, to really read people’s minds! Talk to us!