We specialize in creating and managing data, identity and campaigns across all marketing channels Facebook, Google, Linkedin, Email, Postal, Native, TV & Radio and more..
The above simple process is derived from a concept we call, stop trying to out Google Google or out Facebook Facebook. Most industry data veterans, the Pros of the Pros I talk to, see this simple process and say it cannot be that easy. We are here to tell you, it is that easy if you let Google out Google Google and Facebook out Facebook Facebook. Confused? You see, when you start with People-Based data that is deterministic, you’re getting ahead of the retargeting data derived directly from the Google & Facebook pixel. Yes, we are saying it’s not only possible to outperform your Google & Facebook retargeting data, but we are also telling you it’s the very very rare occasion that we cannot smash the campaign performance when compared to even the most seasoned retargeting data derived directly from the Google & Facebook pixel. And anyone using 3rd party data to create a predictive or probabilistic audience model cannot hold a candle to the simple process I listed above.
Everyone who’s dealt with programmatic data modeling is always on a quest to find the best way to define the perfect audience targeting. Probabilistic data sets from 3rd parties cannot and will not ever outperform the native Google & Facebook algorithm when loading your first party data into those platforms to create look-a-like audiences. Again, the key to improvement, is first to identify and lead score the most engaged People visiting your website, then regularly (weekly) segment the most engaged People to create new hyper-responsive look-a-like audiences. Within day(s), sometimes even hours you will start to outperform just about anything you run with your new hyper-responsive look-a-like audience. And yes, again, it is that simple.
After you’ve fully leveraged Facebook & Google, the goal is to increase the number of channels i.e. email, postal, radio, tv, and many, many other digital networks – Twitter, LinkedIn, Outbrain, Quora.
What makes opening all these channels possible, identity resolution.
“Campaigns integrating 4 or more digital channels will outperform single- or dual-channel campaigns by 300%.” (Gartner Research)
Did you even know you can send an email to the people who visited your website? We are not talking about the small percentage of people who opt-in to your list. We are talking about all the people who visit your website and consume your content on a regular basis. Yes, you can, it’s perfectly legal and within the Can-SPAM laws as well.
Email retargeting isn’t something you run on its own, by itself. Instead, email retargeting is a channel you add-on to a Google or Facebook campaign. You will see an immediate decrease in banner blindness when you add-on email retargeting. As we’ve said time and time again, you’ll see a better ROAS with every new channel you add-on and sync with identity resolution.
The future of retargeting is identity resolution, now. Beyond identity, is engagement, engagement matters most. Engagement is everything, focus on it with everything you’ve got.