What are audiences in digital marketing?
An attempt to target real-time segments (given the volumes of data digital can deliver) of potential and/or current customers so you can advertise to them in many different places and ways beyond keywords
Takes into account cross-device and multichannel including offline activities
• Companies, advertisers partner with Data Management Platforms (DMP’s)
What is a DMP?
(Data Management Platform)
A centralized data management platform that collects, categorizes and analyzes data
Allows to target audiences based on a behavioral and demographic data from both in- depth first-party (e.g., Walmart) and third-party audience data (Axciom, Experian)
Allows you improve ROI by:
- Retargeting
- Prospecting
- Website optimization
- Audience Intelligence
Google AdWords Audiences
First Party Audiences: Remarketing, Customer Match, Video Remarketing
Third Party Audiences: In-market audiences, Custom Affinity audiences, Affinity audiences
Affinity audiences (Awareness Category)
those who have certain interests or lifestyle who may also be interested in your product (e.g., gardening and home décor).
Custom affinity (Awareness Category)
combing several affinity groups and demographics
In market consumers (Consideration Category)
actively researching or comparing products and services across Google Display Network sites and YouTube. Takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits.
How does “customer match” work?
- You upload a data file e.g., text or csv with customer contact information (e.g., emails, phone #’s)
- You create or update a campaign to target your Customer Match audience — customers from your uploaded data file who are Google users and also can look for “similar” audiences
- When those users are signed in to their Google account, they see your ads as they use the Search Network, YouTube, and Gmail.
You can automatically bring in data all the
time via an API
T/F: Facebook Audiences more robust
True
Unlike Google, Facebook’s “Core audiences” are very…
…detailed.
The reason is that they have a lot of data captured from behavior on Facebook and also when logged in but not on Facebook and from partner companies but policy changing due to privacy issues
Facebook’s Custom Audiences
- Your Customer Data (pages viewed, email address, app activity, phone numbers)
- Facebook Data (age, interests, site activity, connections, likes, location)
- Custom Audiences (combo of owned and paid for data)
How Does Lookalike Audiences Work?
From its millions of user base, Facebook looks for people whose demographics, interests, are similar to that of a source audience and populates similar profile of audiences who are the closest match.
What is Re-marketing (or re-targeting) good for?
What are the different types?
Great way to increase conversions-intent shown- they visited your website!
Different types:
a) Those who visited your website-shows them ads afterwards– when they are on email or other websites
b) Custom and look alike audiences of customers
c) Email-usuallymeans sending email if they did not do or did a certain action on your website
- e.g., abandoned cart
Retargeting Best Practices
Segment your visitors (e.g., people who looked at women’s vs. men’s shoes)
Customize the retargeting ads- don’t show the same ad many times to the person-give it some variation
Risk of too much/too soon- e.g. abandoned shopping cart coupons
Determine the “look back period” and frequency cap for ads – is it impulse buy (Daily deal), travel (short time) or long purchase cycle (6 months for B- B products)-trial and error-look at conversion data
What is a Business Use Case?
- Used to validate a business idea or proposal of a new technology, business or process
- Based on data analysis, market research and describes how the product or service is used by consumers
- Usually consists of diagram of personas and process (sort of a customer experience journey)
- Some have financial & market projections: market share, breakeven, etc.
- Proposed vs proven business use cases
Augmented Reality (AR)
A live, direct or indirect, view of a physical, real-world environment whose elements are augmented by computer-generated sensory input such as sound, video, graphics or GPS data overlaid
They can be 3D images or simply information tags about a location overlaid on the image displayed.
If used on mobile phone, you need to download an app and it will use your camera. Some AR more sophisticated applications (e.g., medical) require eye wearables
AR Use Cases
• AR will probably have more business & marketing use applications than Virtual Reality
• AR Business use cases in:
Main industries: Healthcare, Mfg., Military
Repair assistance: home, car, machines, appliances
DIY market
Retail shopping
Gaming
Smart Cities
AR drive retail traffic=
sales
Virtual Reality (VR)
An artificial, computer-generated simulation or recreation of a real life environment or situation. Can use pictures as the basis and then add movement
- Stimulates users vision and hearing
- Usually requires a headset for viewing- Oculus, Vive, PlayStation—there is a cardboard version by Google that can use a smartphone
- Use cases in Gaming, Healthcare- Therapeutic, Training, Selling- showcasing a product (Car, Realtors)
Augmented Reality & VR : Fad or Trend?
Growth Forecasts for Virtual and Augmented Reality Market in USD billions show that they could match Smartphones
Features of 3-D printing
- Can convert a virtual 3-D blueprint model into physical objects
- Usually uses plastic resins but can be other materials such as metal. Plastic one’s are relatively inexpensive.
- Created by laying down successive layers of material after previous one hardens.
- Flexibility, clean, with low waste, can do complex shapes. Easy to use, inexpensive
How 3-D printing is used in businesses
- Rapid Prototyping: Can quickly turn concepts into working 3-D Models
- Spare parts, food in intricate shapes, houses, human cell reproduction…
- People in remote locations can fabricate objects that would otherwise be expensive and with long time delays to get
Drones & business use cases
• Issues with FAA, TSA–need an application–wider adoption depends on final government regulation.
Typical caveats: not able to fly over densely populated areas, near airports, out of line of sight, no higher than 400 ft., etc.
- Some can carry >250 lbs., battery life, reception transmission issues
- Example of potential use case: expanded home deliveries in rural areas, which is currently very expensive & inefficient
Proven use cases for drones in…
…military (also gas powered), agriculture, ranching, real estate, photography, construction, and monitoring of all types
Features of Robotics?
What are their Use Cases?
- human form or industrial type
- increasingly driven by AI.
- Until recently industrial repetitive robots preprogrammed, no AI
• Use cases:
Manual labor repetitive tasks
Hazardous: making dangerous goods, military, security, agriculture, electrical grid repair, mining, etc.
Customer service
Healthcare-Senior care, Alzheimer’s patients
