Keeping audience information automatically updated can improve ROI

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 18, 2019, 10:33 AM UTC

Brands can ensure timely delivery of offers to the right people through focussed targeting.

This article highlights an emerging trend in the connected customer experience, where customers expect a brand’s marketing to be “consistent and relevant in real-time”. While creating and aligning such customer experiences, there is a lag time between interest shown in a product and the audience seeing its ad. It is time-consuming and requires manual updates to large account-based marketing lists.

The author recommends fixing these issues by filtering audiences according to multiple descriptors and then sharing these segmented audiences to platforms where the campaign will be carried out. Marketers must use automated data extensions to keep information updated.

Excluding customers sharpens the filtering process for an up-to-date audience and maximises the relevance of advertising. Contrastingly, brands can analyse their first-party data to find lookalike audiences for driving additional ROI.

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[4 minute read]