Interactive Marketing with Data Manipulation
A Direct Marketing business is successful, when it makes use of the available data at the right time and on the right customers. Data is the great obsession of interactive marketing.
If earlier an unprecedented measurability of data was the great claim of internet advertising, recently battles have been fought over how much data people are prepared to share with marketers and on what terms. In the recent years there's a rise of new forms of targeting based on new ways of collecting and manipulating data. But not every marketer has equal access to data. Thus there's a divide between data have's and have not's appear. But possesing a great amount of data to individual marketers is not the thing, but in their ability to make use of it. Sirius Star Marketing have achived in both these ways, that is possessing a large amount of customer data and in making the right use of it.
It works by targeting people who have browsed your e-commerce site but not bought anything from it with ads for the things they looked at. Because you’re advertising to hot prospects, the returns can be spectacular. But, like any form of targeting, it has to be done carefully or it starts to annoy people. One of the key parameters turns out to be the time between the initial browsing and the follow-up ad being served. Do it promptly and people see it as a useful reminder; leave it too late, or carry on for too long, and it becomes at best irrelevant because the person may have bought the item elsewhere and at worst damaging to people’s perception of your brand.
If the first stage of the data problem was collecting it and the second was integrating it, the third stage, the one companies are now beginning to perceive, is being able to update and call on that data in real time.
If earlier an unprecedented measurability of data was the great claim of internet advertising, recently battles have been fought over how much data people are prepared to share with marketers and on what terms. In the recent years there's a rise of new forms of targeting based on new ways of collecting and manipulating data. But not every marketer has equal access to data. Thus there's a divide between data have's and have not's appear. But possesing a great amount of data to individual marketers is not the thing, but in their ability to make use of it. Sirius Star Marketing have achived in both these ways, that is possessing a large amount of customer data and in making the right use of it.
It works by targeting people who have browsed your e-commerce site but not bought anything from it with ads for the things they looked at. Because you’re advertising to hot prospects, the returns can be spectacular. But, like any form of targeting, it has to be done carefully or it starts to annoy people. One of the key parameters turns out to be the time between the initial browsing and the follow-up ad being served. Do it promptly and people see it as a useful reminder; leave it too late, or carry on for too long, and it becomes at best irrelevant because the person may have bought the item elsewhere and at worst damaging to people’s perception of your brand.
If the first stage of the data problem was collecting it and the second was integrating it, the third stage, the one companies are now beginning to perceive, is being able to update and call on that data in real time.
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