Getting Segmentation Right During The Silly Season

Getting Segmentation Right During The Silly Season
SHARE
THIS



In reviewing retargeting strategies, marketers need to adjust accordingly to the holiday season while delivering the right message to a properly segmented audience, Marin Software APAC managing director Jay Revels tells B&T.

You can ensure digital campaigns maximise on the holiday period by cleverly identifying new and old audiences through their online behaviour.

Consider what issues are creating barriers to purchase with your online presence and tackle some of these hard to reach consumers with savvy campaigns.

Know what your visitors’ intent is and what’s stopping you from closing the sale.

Using visitor intent data, it’s super simple to segment users into several groups based on the page they’ve visited. It still surprises me how often marketers overlook this easy win.

Do you know where your visitors are leaving your site? Are they browsing with intent to purchase and then leaving because of lack of incentives or tricky navigation?

For example, customers will typically follow the below purchase behaviours.

  • Home page
  • Category page(s)
  • Product page(s) (medium intent)
  • Add to cart (high intent)
  • Add to wish list
  • Cart page
  • Checkout page
  • Confirmation page (converted)
  • Sign-in / Login page

If you know where the customer bows out you can create a swift campaign to target these individuals based on their browsing behaviour.

Once you’ve segmented your visitors this way, you can set up retargeting campaigns, differentiating between high intent and low intent audiences. Each campaign needs to have specific message and the creative should be tailored for each individual audience.

1. High Intent: Cart Abandonment

Abandonment issues aren’t just limited to needy puppies. Marketers need to look closely at abandonment spots to identify opportunities to close the sale come Christmas.

A Cart Abandonment campaign targets consumers who’ve viewed the cart page but have yet to complete the checkout. With this campaign type, marketers can advertise a special holiday discount code or offer free shipping to get those consumers to finalise their purchase.

2. Low Intent: General Branding and Awareness

A General Branding campaign will target ‘low intent’ visitors who have looked at the site but have bounced off the home page. The campaign should target users that bounce off the homepage and exclude all other audiences.

3. Medium to High Intent: Add to wish list

This unique campaign is one that marketers can use during the holiday period to increase brand awareness, or to hone in on users with dynamic ads that include the products they have added to their wish list or were browsing.

4. Consider strategic factors

On setting up these campaigns, marketers should always exclude users who have already converted. This will prevent unnecessary spend from the budget on users who have already purchased.

Audience segmentation is essential in creating impactful campaigns and is the basis of successful retargeting. These are just a few examples of how marketers can maximise on online shopping this silly season.

 

Please login with linkedin to comment

Designworks

Latest News

me&u Appoints Clementine Churchill To Head Of Marketing
  • Marketing

me&u Appoints Clementine Churchill To Head Of Marketing

me&u, Australia’s first and leading mobile ordering and payment platform, has appointed Clementine Churchill as Head of Marketing as they continue to drive rapid growth and expansion in Australia and new international markets. A highly experienced marketing leader and recognised industry thought leader, Churchill joins me&u from My Muscle Chef, one of Australia’s top rated […]

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy
  • Marketing

MILO Asks Fans To Compete To Win #TheMILOCup In New Campaign Via Ogilvy

MILO is on the search for Australia’s best made MILO, calling on fans to share their creations for the chance to win #TheMILOCup, via Ogilvy Sydney. This integrated campaign follows on from the success of last year’s ‘Hot v Cold’ campaign, which encouraged Aussies to settle the debate on whether MILO is best enjoyed hot […]

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]