How did marketers
do their job before the availability of digital data? It’s amazing how specific
you can get when collecting data from consumers these days. This data can then
be used to market to individuals.
Kraft is an example of a company that uses
the 100 million online visits Kraft sees each year on their websites to collect
22,000 different pieces of data. The company then uses the data statistics to
purchase programmatic media buys that are targeted to 500 segments of
consumers. The average Kraft brand uses data from 10 to 15 custom segments when
buying media.
But does using
the collected data for advertising actually work? For Kraft it does. According
to Adweek, Kraft built target segments to push a bunny-shaped cake recipe for
Easter to people who had been to its site and shown an interest to similar
content. Sales for the ingredients, including Cool Whip and Baker's Angel Flake
increased 23% in April. The marketing campaign also led to a four times return
on investment.
But don’t assume
that using data to advertise just any content will always work for you, marketers! According to the Kraft’s Director of Data,
Content and Media Julie Fleischer, content outperforms advertising in terms of
engagement. Relevant content programmed
strategically with advertising will make the advertising work harder for you.
Source: Adweek,
Adage
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