So you’re a marketer who’s mastered retargeting. You’re reaching your current and former customers, anyone who has visited your website or downloaded your app, and even those who have merely done a search within your broad product category. That adds up to a large pool of prospective future converters, but it’s a finite one that limits potential growth. - See more at: http://www.the-makegood.com/2016/01/11/merging-a-pre-targeting-mindset-into-the-marketing-mix/#sthash.Slmob7tP.dpuf...Read More:Merging a Pre-Targeting Mindset Into the Marketing Mix
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Here are four steps to getting there:
Expand beyond your comfort zone.
Sure, retargeting is now second-nature to you. But remember several years ago when it was the untried new marketing tool? When, by adding retargeting to non-behavioral, context-based targeting, you succeeded in greatly increasing your conversion rate? Well, as we prepare to enter 2016, pre-targeting is the new retargeting. Also referred to as “inference advertising” and “anticipation marketing”, this is where ads are shown to viewers based on a combination of Big Data and educated predictions during the Search phase to get insight into and hopefully ahead of consumers’ upcoming purchases. This is because the earlier you have insight on customers’ prospective purchases, the earlier you can influence and measure their purchase journey...Read More:Merging a Pre-Targeting Mindset Into the Marketing Mix
'After all, the best teachers don’t just call on the kids who raise their hands. They know from past behavior which kids are most likely to have the answers – or can be led to the answer with a few well-targeted hints.
For marketers, it’s time to stop serving just the hand-raisers and to instead also identify through intent signals the high-value custom audiences most likely to convert before those hands go up.
'John Mracek, CEO, NetSeer As NetSeer’s fearless leader, John has seen his fair share of the digital media evolution John joined NetSeer from Shopping.com, where he ran the company’s ad network, business development, and merchant sales as VP and general manager of distributed commerce. Prior, he managed ad products and the introduction of Yahoo SmartAds as VP of advertising products at Yahoo!. Previous roles included CEO at Covia, president of AdKnowledge, and executive posts and entrepreneurial residencies at market-leaders, Adobe and Apple Computer. He holds a Bachelor’s of Science Degree in Computer Science and Engineering from MIT. Little known fact: back in the Jurassic Era of videogames, Mr. Mracek programmed the Atari Game Phoenix for the Atari 2600 system.
Expand beyond your comfort zone.
Sure, retargeting is now second-nature to you. But remember several years ago when it was the untried new marketing tool? When, by adding retargeting to non-behavioral, context-based targeting, you succeeded in greatly increasing your conversion rate? Well, as we prepare to enter 2016, pre-targeting is the new retargeting. Also referred to as “inference advertising” and “anticipation marketing”, this is where ads are shown to viewers based on a combination of Big Data and educated predictions during the Search phase to get insight into and hopefully ahead of consumers’ upcoming purchases. This is because the earlier you have insight on customers’ prospective purchases, the earlier you can influence and measure their purchase journey...Read More:Merging a Pre-Targeting Mindset Into the Marketing Mix
'After all, the best teachers don’t just call on the kids who raise their hands. They know from past behavior which kids are most likely to have the answers – or can be led to the answer with a few well-targeted hints.
For marketers, it’s time to stop serving just the hand-raisers and to instead also identify through intent signals the high-value custom audiences most likely to convert before those hands go up.
'John Mracek, CEO, NetSeer As NetSeer’s fearless leader, John has seen his fair share of the digital media evolution John joined NetSeer from Shopping.com, where he ran the company’s ad network, business development, and merchant sales as VP and general manager of distributed commerce. Prior, he managed ad products and the introduction of Yahoo SmartAds as VP of advertising products at Yahoo!. Previous roles included CEO at Covia, president of AdKnowledge, and executive posts and entrepreneurial residencies at market-leaders, Adobe and Apple Computer. He holds a Bachelor’s of Science Degree in Computer Science and Engineering from MIT. Little known fact: back in the Jurassic Era of videogames, Mr. Mracek programmed the Atari Game Phoenix for the Atari 2600 system.
