By Stephan Noller, nugg.ad
As consumers become savvier to online marketing, a new era of behavioural targeting is enabling us to significantly increase the effectiveness of ads. So how do you as a marketer, advertiser or publisher take advantage of these new developments?
Enhance behavioural targeting with socio-demographic predictions
Until now it has been enough to create online marketing campaigns based on a users’ browsing behaviour, however, consumers are becoming more selective. They are demanding specifically targeted campaigns that are relevant to them.
Predictive behavioural targeting takes traditional behavioural targeting one step further by identifying hard to reach audiences. If you are aiming to win budgets which traditionally go to TV, such as high profile branding campaigns, predictive behavioural targeting is the answer.
Predictive behavioural targeting solutions enrich surfing behaviour data with consumer survey data. This enables the collection of socio-demographic data, such as gender and age, information on product interests plus lifestyle data and internet surfing behaviour.
These insights will then enable you to produce campaigns that can predict not only the type of product a particular consumer might be interested in, but also their perception of and relationship with that brand, ensuring campaigns are bespoke and delivered with maximum precision and minimum wastage.
Never underestimate privacy and data protection issues
Regardless of brand and campaign, user privacy must be your greatest concern. A consumer’s peace of mind is your greatest asset – they enable the industry to exist, and for this reason alone it is essential that it’s maintained.
With the debate around privacy regulations in Brussels showing no sign of abating, it is important to choose a predictive behavioural targeting firm that does not store any personalised data, such as name, address and IP address, at any time. Check the firm‘s credentials in the area and whether it has EuroPrise awards and the Privacy Seal by the Independent Centre for Privacy Protection (ICPP).
Ensure you have continuous consulting
A dedicated consultant at your chosen predictive behavioural targeting firm ensures direct access to competent support. Once you’ve identified your target group, whether it be car enthusiasts, communicators, tourists or financial information seekers, your consultant should use their expertise to plan, implement and optimise campaigns and work with your sales and product teams to develop pricing and positioning strategies for your products.
The technology, which combines online data and offline data in an algorithm to provide insights and predictions in real time, is invaluable when complemented by a close working relationship with your predictive behavioural targeting supplier.
Harness the power of branding online
In addition to product purchases and click-throughs, the ‘mental click’ consumers make when they encounter an effective advert online can be extremely valuable, despite often being ignored by traditional behavioural targeting.
To create campaigns that effectively make an emotional connection with a consumer, you must first determine the level of affinity a user has with a brand. By doing this, you will be able to develop customised campaigns that attract consumers depending on their existing affinity for a brand, rather than simply trying to raise click-through rates.
For example, you can target consumers with some loyalty to your brand for customer retention purposes; or little brand affinity if you are aiming to acquire new customers.
In conclusion, predictive behavioural targeting provides exciting opportunities as marketers, advertisers and publishers start to look beyond performance driven online marketing.
Stephan is also chairman of the policy committee, IAB Europe
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