This week, we look at how personalized advertising content, driven by your own customer data, drives real results for both e-commerce purchases and for brick and mortar stores.
All of your digital content needs to be both personalized and relevant to your customers, and this holds true for your digital advertising. In a recent study, Rapt Media found 75% marketers of marketers say that there’s no such thing as too much personalization for different audiences, and that 94% know that delivering personalized content is important to reaching their audiences. But you can’t personalize advertising content unless you know exactly to whom you’re advertising, and that’s where CRM-driven ad targeting comes in. When you know exactly who you are advertising to, and what their relationship is with your brand, you can personalize your ad content to be relevant to where they are in their customer journey with you. CRM-driven advertising also allows content to be personalized across multiple channels, because you can track how people are engaging differently on each of their devices.
KPCB and Mary Meeker’s justifiably famous Internet Trends Report just came out for 2016 this week. One particular topic of interest is rapid growth of e-commerce as a percentage of all retail sales. In the United States, e-commerce has reached $340 billion in spend. E-commerce now owns 10% of total retail sales, five times more than in 2000. Not only are consumers shopping online, but they are also always-connected and using devices throughout the entire shopping lifecycle, from researching products, to price-checking on mobile while in-store. Advertisers should continue to respond to this trend by using the digital advertising opportunities available to them to reach customers online, and measuring the success of their digital advertising based directly on customers who add items to their shopping cart, for example, tracked with the Facebook Pixel.
While we just saw that e-commerce is growing rapidly in the previous insight, not all businesses can track digital advertising success from e-commerce purchases, and mobile advertising, specifically including Google Ads, impact offline purchases as well. In fact, Google just published that three quarters (76%) of people who search for something nearby on their phones visit a business within a day, and a quarter (28%) of those searches result in an offline purchase. Google’s mobile search advertising can also be made more powerful through personalization, as indicated by the first insight. Google and P.F. Chang’s tested the effectiveness of Google Customer Match to create unique, personalized, advertising for each customer segment and found a 144% ROI and a 39% lower cost per acquisition (CPA) at their restaurants. If you haven’t yet, check out Google Customer Match in Advertising Studio today!
Learn how Atomic 212 supercharged the effectiveness and ROI of their advertising for a major Australian retail brand. Download the case study.