The crux of good advertising, when you boil it right down. Similarly, is about reaching customers with the right message at the right moment in time.
Of course, actually doing this is a lot easier said than done. However, in our ever-more-online world, we have more insight into where our customers are in their journey. How they are engaging with our brand. Similarly, and when they might be in the market for a particular product or service. The challenge for marketers. This information to reach them with the most relevant messaging.
Adapting to evolving customer trends
Many sectors saw drastic shifts in customer behaviour brought on by the Covid-19 pandemic and its associated trends, such as home working and the digitalisation of many aspects of day-to-day life.
Adam Cartlidge, Senior Director of Customer Acquisition at Farfetch, explained in the third episode of Marketing That Matters how his team used search data to determine how pandemic trends were affecting free nigerian email database how customers interacted with luxury goods. Luxury retail was drastically impacted by the Covid-19 pandemic and the closure of bricks and mortar stores and boutiques; however, the demand for luxury goods was very much still present, just manifesting itself in different ways. As Cartlidge told Russell Parsons, Editor-in-Chief of Marketing Week and the host of Marketing That Matters:
Using customer data to match the audience to the message
Customer data can also be used in a much more granular way to zero in on the audiences who will be most receptive to a particular product or service. Gareth Jones, CMO at Farfetch, explained how the luxury retailer has been able to apply customer data to traditionally “mass media” advertising channels, thus targeting the most receptive customers with their message.
“We are taking a different approach to how we use some of those traditional broad brand channels – and we are plugging more data understanding into that,” he said. “So, what I mean by that is that rather than buying TV traditionally, we’ve over-invested in programmatic TV; we’ve tested, for the first time, OTT, for instance in China. We’ve therefore been able to drop our 30-second Farfetch TV ‘spot’ into households that we are confident are high net worth and have a propensity for luxury fashion purchases.
A channel-agnostic approach to marketing
Taking this approach one step further. Similarly, Uswitch has begun moving away from a more siloed. Channel-dependent marketing strategy. which different channels would be operating relatively independently of one another to. Similarly, reach consumers approach in which the emphasis is simply on reaching the customer with the right message.
“At the end of the day, we don’t really care which channel we reach a consumer on as long as. We can deliver the right message in a cost-effective manner,” said Radtke. And that drives the end result for a consumer. Similarly, which is helping them make an improved decision for their home services needs.”