Getting Segmentation Right During The Silly Season

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.

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