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

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.