When advertisers say, “Consumers are everywhere,” it’s for good reason. A study from Deloitte found that the average U.S. household uses 22 connected devices (TVs, smartphones, smart speakers, laptops, tablets, etc.). It’s clear that consumers are accessing content from a variety of platforms and devices as they move throughout their day.
However, today’s media consumption is also quite fragmented. Laptop and desktop usage has evolved into mobile and connected devices that span every aspect of life. In the oversaturated environment of fast-paced TikTok videos and Instagram Reels, consumers are getting pickier — and savvier — about where they spend their time. As users prioritize platforms and channels that fit their preferences and create seamless experiences, advertisers must be aware of these preferences and reach their target audiences in ways that resonate.
When comparing 2011 to 2021, overall media consumption is up 20%, time spent on mobile is up 460%, and time on desktop is up 25%. Cable TV and radio, on the other hand, have seen a 24% and 19% dip, respectively. The biggest lesson from these changes is that consumers will no longer consume content that is presented to them without context. Instead, they will proactively select the content they want to consume. Consumers want personalized experiences on their terms, unique content that mirrors their interests, and content that’s delivered in their preferred formats.
In Practice: Why Influencer Marketing Can Boost Your Advertising Efforts
When establishing a digital advertising campaigns, remember that today’s consumers know what they want from their media consumption experience, and they know where to get it. This mentality is a huge benefit for brands. If your ad hits the mark, it will most likely be viewed, interacted with, clicked on, or even shared. But on the flip side, if it isn’t what the consumer is interested in, it will be skipped over. Worse, it might not even be seen.
The growth of influencer marketers is a fantastic indication of how content consumption has transformed and how advertisers can adapt to the changing times. Consumers engage with and follow influencers because they are interested in their lifestyle or “brand.” These influencers can then partner with brands that match their lifestyle or image and consequently draw consumers to the branded products.
This is still a valuable marketing tactic that brands can use, as consumers — especially younger ones — often interact with promoted brands when influencers and celebrities post their ads on social media. Consumers are willing to buy these products and services because they feel authentic. But even influencer marketing isn’t foolproof. The minute the brand feels inauthentic or oversaturated, consumers are no longer interested.
How to Engage Your Audience with an Effective Retargeting Campaign
With all this in mind, it’s clear to see why retargeting your advertising campaigns can be beneficial for business. Retargeting is agreat way to keep your brand top of mind for your target audience while also creating customized experiences based on consumers’ past activities.
The following are four strategies to help you successfully retarget your advertising campaigns and get your brand back on track:
1.Realize that retargeting is not one-size-fits-all.
The key to an effective retargeting campaign is to be precise about who you are retargeting and what message you are sending them. A retargeting campaign is an excellent opportunity to create a touchpoint specifically built based on the customer’s previous behavior.
For the best results, consider the following:
- What products did the consumer look at or interact with, and how can you showcase those again?
- What stage of the buyer’s journey are they at, and how can your messaging move them further?
- Which consumers are highly valued, and how can you prioritize specific touchpoints?
- Which customers have recently made a purchase?
- How can we continue to interact with consumers without being annoying?
While you cannot develop a unique retargeting campaign for each customer, you can start to think about segmenting your groups based on audience data, behaviors, and actions. This process will help create a more personalized experience in your subsequent social media advertising campaigns.
2. Consider the entire ad experience.
Evaluate the entire ad experience based on different categories, especially the landing page your ad has taken consumers to. If someone is still top-funnel, it might be too early to drive them to a specific product page.
Here is a simple chart to help you determine where each level of the advertising experience should correspond:
- Upper funnel = Homepage
- Midfunnel = Product category page
- Low funnel = Specific product page
The closer the consumer is to making a purchase decision, the more detailed information you should be giving them. Don’t be afraid to test different messaging, calls to action, or channels to get their attention.
3. Be strategic with your budget.
From website engagement data, you can bid higher on ads targeted toward different audience segments, such as frequency of site visits, recency of site visits, stage in the buyer’s journey, people who viewed a specific product or page, and repeat customers.
Some consumers will provide your brand with more value than others. Think about this in terms of where you place your budget and who you prioritize. For example, you should focus on consumers most likely to convert first before moving to those in other parts of the advertising funnel.
4. Implement proper frequency caps.
Retargeting campaigns run a fine line between being strategic and timely vs. annoying and overbearing. To prevent the latter, you must implement frequency caps or burn pixels to stop targeting specific consumers once they have seen your ad for a certain amount of time or taken a specific action. This is especially important in today’s environment in which you’re running ads across different channels and platforms.
A connected omnichannel digital advertising partner will ensure your frequency caps are connected across all your channels. This small detail creates a better customer experience and helps you strategically allocate your advertising budget.
Ready to Reach Your Target Audience?
As consumers diversify their media habits, you must have a strong analytics-based omnichannel approach to avoid wasted media spending. Without a system tied back to a single source, you run into oversaturation, missed opportunities, and other issues that lead to a less-than-ideal customer experience.
In an environment where consumers have the power to be as picky with brands as they wish, make sure your advertising efforts are working smarter, not harder.
If you’re ready to create more effective retargeting ad campaigns and reach your target audience, Digilant is here to help. Contact our team today or download “The New Media Playbook for Advertisers.”