In our previous article we shared with you few great advises how to build a strong programmatic advertising campaign for the Christmas holidays. Today we’ll expand a bit more on the topic of winning your audience’s attention and how to diversify your campaign to meet the interests of each of your target consumers’ profiles.
If you had problems identifying the specific buying behavior of your consumers around Christmas, worry no more. Here is a quick breakdown of some of the most typical profiles you might encounter around the Christmas season and what steps you can do to make sure you win their interest.
The “I have something on my mind but I haven’t decided yet” type
Description: Consumers that have a general idea what they want but haven’t decided yet. They could be either in the early stages when they are just exploring their ideas, or a bit further down the funnel when they are comparing between different brands and offers.
How to act: For them you need to be very specific about your offering. Chose to target them with a creative that states clearly price, benefits, unique features, etc., so you can help them decide quickly that they prefer your product. It is especially important for those type of buyers to use retargeting strategies. The more data you have on their past and current behaviour the better. With such knowledge at hand you can reinforce your retargeting strategies and not only tailor relevant messages to their search, but also know when is the best moment to engage with them. Artificial Intelligence Campaign Optimization Engines take this tactic a bit further and can actually decide in real time if the user at the other end should be retargeted, or he has already purchased elsewhere, and if he has - with what new offering it would be best to target him with.
The “Serial planner” type
Description: These are the serious and dedicated type of buyers that might take some time to convert but have strong value as future loyalty customers. They have probably started their Christmas gifts search as early as September, they have planned each of their steps and are exploring their options like nobody else.
How to act: For them you need to make sure that your campaign covers their entire path to purchase. Have a specific offering for each of their stages of exploring and comparing. After you convert them invest time to target them with loyalty cards, or upselling offers. In this way you can be sure to make an impression on them and increase your chances that they will include you in their next dedicated shopping plans.
The “No idea, just checking” type
Description: These are the people who either don’t like to do much of shopping and want to get it done quickly at ones, or some that have already completed a purchase and are aimlessly browsing again. Or it could be people who really don’t have an idea what they want to buy, and would welcome any suggestions.
How to act: For this type of buyers you need to be a bit more creative and engaging - give them plenty options and ideas. Cross-selling strategies are your best tactic in these cases, as well as upselling ones. Something in the spirit of: “You have searched/bought for man ties, why not check our special offer on cufflinks and wallets that match them so well and make a perfect gift?“ will definitely win the desired attention.
In conclusion, remember that the most important thing is to focus on creating good consumer experience. As we’ve mentioned before Real-Time Optimization is the gamechanging power that will help you you do that on a whole new level. Intelligent algorithms can learn from data and optimize your campaigns in real time. By taking into account the specific characteristics of each of these types of buyers, and the knowledge they have gathered on their specific preferences and past behaviours, they can adjust your spending and buying tactics to best meet your goals and your consumer’s desires.
If you’re curious to find out more, you can read our November Recap article.
Or if you have no previous experience with programmatic media buying and you’ve been wondering how all this is possible, you can check our “Short Guide To Programmatic Media Buying”.