How Can I Use Data to Increase My Online Visibility?

How creative are you with your data? Are you finding you’re doing the same type of marketing campaigns with your data which produce similar looking results?

Did you know that you can use the same quality data to increase your online visibility, enhance your audience targeting and reach across multiple channels? Instead of running on the same channels. Why not experiment with this high-powered strategy below? By combining multiple addressable channels with the same data, you’ll be able to achieve unmatched reach and brand visibility.

Try These Digital Marketing Channels

The world of digital marketing is forever growing and, with this expansion, come even more opportunities to use data for audience targeting to increase your online visibility. Below you’ll find a guide on how to get started as well as some tips on using data with these digital marketing channels:

Digital or Programmatic Advertising

When we talk about programmatic advertising we’re talking about automated advertising online. You don’t need to go individually to each site you want to advertise on, you can simply buy ad views or impressions across multiple sites in real-time in a platform. This means you can advertise across the web with minimal effort.

Of course, you don’t want your ad to be seen by just anyone - that would be a waste. You still want to be able to target your audience; that’s where data plays a role. Using digital data points such as cookies, MAIDs and IP addresses (all of which are available from LBDigital!), you can pinpoint your target audience across numerous sites. With programmatic advertising you can serve impressions of your message to individuals and households while they are browsing content on their computers, tablets or mobile devices.

Programmatic advertising is a very flexible channel as it works for all stages of the marketing funnel: from increasing your brand visibility in the awareness stage, to driving traffic to your site or app in the consideration phase and finally for retargeting campaigns in the conversion phase.

Addressable TV Advertising

Traditional or linear TV was very limited in terms of targeting: allowing only for targeting by geography and partially by demographics (based on channel and program indexing). Addressable TV, including OTT and Connected TV, has changed all that, allowing advertisers to go much more in depth with their targeting tactics and to reach a highly targeted audience. This relatively new ability in TV audience targeting is not only addressable but it’s highly measurable as well, allowing advertisers to measure ROI through in-store traffic and footfall. It also brings added benefits like the ability to frequency cap and to target by location.

Like linear TV, addressable TV advertising works most effectively in awareness campaigns where you’re trying to increase your brand visibility. All you need are Connected TV IDs in order to target with precision.

Would you like to know more about addressable TV advertising? Learn more about how we can help!

Email Marketing

While it may not be a newcomer, email marketing still has its place in every marketing strategy. Let us explain why email marketing is still important for online visibility.

Email marketing is a more personalized and interactive channel to communicate with customers and prospects, as it uses pii data so you can seamlessly track results by individual. Communications via email are on a one-to-one basis, and not a household level. Plus you can use email throughout the customer journey with automation, even post-sale for customer loyalty programs. It’s not just about being visible to your prospects and customers, to succeed you need to build a relationship with them.

With data you can be highly targeted in your communications, segmenting by behavior, demographics and interests. According to an eConsultancy survey, 74% of marketers say targeted personalization increases customer engagement. That’s definitely a reason to start using more data in your email campaigns.

Start increasing your online visibility

All that’s left to do now is to onboard your data to an ad serving platform and target your desired audience with precision. If you have any questions on how to implement the above data-driven marketing strategies, why not drop us a line? We’re always ready to talk data opportunities.

Happy marketing!