Marketers want to reach and motivate their customers quickly and effectively. Up until recently, this has been a challenge with digital ads. Not anymore, as digital ads can be targeted and engaging with the help of public IP addresses. It is a hot topic these days, with the latest eMarketer forecast estimating that programmatic ad buys will total over $32.56 billion heading in upwards of $78 billion by 2019.
At Mount Vernon, we love working on these types of campaigns because our cross target programmatic marketing solutions enable automated ad placement that works hand-in-hand with direct mail campaigns, providing customers with an omnichannel experience that companies need to stay competitive.
Imagine a scenario where you serve up an ad online, only to known recipients that you want to communicate with. You know when your customer engages with it and you can then follow up with a highly targeted direct mail piece within a specific window of time with a call to action. Talk about making an impact. To me, that’s personalization that’s effective but not creepy.
Here’s how it works: We link your physical mailing list or target list to online consumer public IP addresses, which result in more precise targeting. Unlike using cookies for placement, your online ads are served to real, known and eligible prospects and customers. Instead of using web statistics for display ads, which can often be inflated by non-human traffic and bring little return, you can use scoring models, customer files, and countless demographic keys that describe your best customers.
To be more specific, cross target programmatic marketing uses automated technology that can gather and analyze data and draw insights to improve your campaign. You can truly tailor your campaign to serve a very personalized brand message.
Give programmatic marketing a try if you haven’t already and you will be surprised at the difference in ROI and the increase in conversions. Want to learn more? Contact us and we’ll show you how our technology provides solutions that deliver impactful, relevant and personalized communications.
Photo: Courtesy of Berson Dean Stevens Inc.