Target Marketing: Brilliant or Creepy? - PodCamp Nashville 2012
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Transcript of Target Marketing: Brilliant or Creepy? - PodCamp Nashville 2012
@JohnWEllis #pcn12creep
Target Marketing: Brilliant or Creepy?
John W. Ellis@johnwellis
@JohnWEllis #pcn12creep
(re)Target (re)Marketing:
Brilliant or Creepy?John W. Ellis@johnwellis
@JohnWEllis #pcn12creep
1. Headlines
2. Google’s Role
3. How it works
4. Pieces of the Google Remarketing Puzzle
5. Remarketing Usage
6. Tips for being less creepy
Agenda
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How Companies Learn Your Secrets
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About a year after Pole created his pregnancy-prediction model, a man walked into a Target outside Minneapolis and demanded to see the manager. He was clutching coupons that had been sent to his daughter, and he was angry. 'My daughter got this in the mail!' he said. 'She's still in high school, and you're sending her coupons for baby clothes and cribs? Are you trying to encourage her to get pregnant?' The manager apologized and then called a few days later to apologize again but the father was somewhat abashed. 'It turns out there's been some activities in my house I haven't been completely aware of. She's due in August. I owe you an apology.'"
Baby? What Baby?
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Pregnancy Predication Score
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• Have Children? Toy Catalogs in December
• Disney World Vacation Discounts for next year
• Bathing Suits in April Sunscreen in July
• Abandoned Online Shopping Carts Emailed Coupon
Codes
It’s not new… just more noticeable
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Example Walk-Through
Why Remarketing Works
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Cowboy Ron
Ron likes:
Horses
RopesBoots
YanniRodeo
Why Remarketing Works
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Why Remarketing Works
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Who has tickets?
Why Remarketing Works
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Nice Site!
Why Remarketing Works
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Where should I sit?
Why Remarketing Works
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Distractions
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You lost another sale?
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Cowboy Ron
Ron likes:
Horses
RopesBoots
YanniRodeo
Why Remarketing Works
@JohnWEllis #pcn12creep
@JohnWEllis #pcn12creep
Love YANNI? – Save 20% on ticketsWith Coupon Code “boots”
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Connection
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Pieces of the Remarketing Puzzle
Create Audience
Create Campaign
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3 Remarketing Usages
Practical ways to apply AdWords Remarketing
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3 Remarketing Usages
1. Visit
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3 Remarketing Usages
2. Mid-Process
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3 Remarketing Usages
3. Post Sale
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Mainstream Media Concerns
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Source: http://www.nytimes.com/2010/08/30/technology/30adstalk.html
"...it’s a little creepy" “...disturbing...”
"...hounded recently by ads for a dieting service she had used online. ‘They are still following me around, and it makes me feel fat.’ ”
“What is the benefit of freaking customers out?”
Mainstream Media Concerns
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Remarketing Tips
1. Multiple Ad Variations
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Remarketing Tips
2. Frequency Capping
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Remarketing Tips
3. Start Building an Audience Now
1. Email Marketing
2. Surveys
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Remarketing Tips
4. Use Facebook
1. Gender Targeted Ads to Landing Pages
2. Remarketing Code on Static HTML iFrame
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Create Audience
Create Campaign
1. Visit / 2. Mid-Process / 3. Post Sale
Summary
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See you at the PCN After Party!
John W. Ellis