Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Use Data to Increase Sales; Three Ways Brands Are Using Data and Technology to Turbocharge Marketing

Newspaper article Sunshine Coast Daily (Maroochydore, Australia)

Use Data to Increase Sales; Three Ways Brands Are Using Data and Technology to Turbocharge Marketing

Article excerpt

FOR a long time now we've been hearing about the potential for marketing data and technology to take our businesses to the next level. But one question many marketers have is: If everyone has access to these same tools and innovations, how do you differentiate your product, your brand, or your campaign?

1. Building the right creative

Most marketers have a pretty good understanding of who their audience is and what type of creative they might find engaging. But what can you do with that information?

In the past, you had two options. You could look for something that all, or at least most of, your audience had in common and use that as a basis for a one-size-fits-all campaign. Or you could spend a lot of time (and a lot of money) creating multiple versions to appeal to different audience subsets.

But thanks to machine learning, it's easier than ever to build attention-grabbing custom creative at scale. For example, in a recent marketing campaign, US company Caesars Entertainment used YouTube Director Mix, a tool that allows marketers to quickly create thousands of versions of a single creative asset. It meant, for example, the team could create one version for sports fans and another for music lovers. The personalised campaign drove a 15 per cent increase in brand favourability and a 200 per cent increase in search lift.

2. Reaching the right people

Of course, even the best creative in the world will do little to drive real business results if the right people aren't seeing it. Until relatively recently, we marketers had a pretty simple understanding of who that "right" audience was, generally based on demographic details, such as age and gender.

But today, thanks to intent signals -- actions people take online that give us clues as to their interests and needs -- we can go beyond these broad categories and speak to people with whom our message has the best chance of resonating. That's what CoverGirl did for its recent LashBlast mascara campaign on YouTube. It used maximise lift, a smart bidding strategy that draws on machine learning and continuous Brand Lift studies, to make sure its ads were served only to people whose online behaviour suggested they'd be interested in the product. …

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