The Power of Targeting the Right Customer at the Right Time

February 24, 2017    Category : Marketing   Posted By : Jen Matteis

Getting Your Message to the Right Consumer


Building a successful advertising campaign takes tremendous resources, from time to talent. It’s an investment, one that is worth following through on to make sure it pays off. Even the best ad campaign won’t generate much revenue unless it’s aimed at the correct audience. Luckily, a host of online tools can help you target people who may already be interested in your product or service. Through Google AdWords and similar services for advertisers, you can target a select demographic by choosing to have your ads displayed to consumers who search for relevant keywords. The following ad delivery platforms can help you create a programmable campaign that targets individuals who already have displayed interest in what you’re offering:

The Trade Desk – Run a campaign on a wide variety of online media including websites, social media, Internet radio stations, video on demand, and more

AppNexus – Programmable online advertising that tracks users in real-time to determine appropriate advertising

Google Display Network and AdWords – Using targeting based on keywords, locate individuals whose browsing history matches your product or service – Build and manage localized custom campaigns that target audiences in real time based on interests

With the right tools and technology, it’s easy to increase the odds of reaching consumers who fit the exact profile of your ideal customer. However, even your ideal consumer isn’t always going to be in the market for your product or service. It all depends on timing.

“Everyone’s been so focused on targeting the right customer, which is quite valuable,” said Lisa Miksis, co-founder of Neirbi. “But now you can enhance the ROI on marketing campaigns by layering in the exact time release of a message based on what’s going on in the world around them.”


Getting Your Message to the Right Consumer at the Right Time with Neirbi

Targeting the right consumer is a vital first step. However, even your ideal audience won’t necessarily want to purchase your product or service at any given moment. By determining when they are most likely to buy, you can reduce advertising costs and increase your odds of any one consumer making a purchase. By analyzing external factors such as weather, traffic, and numerous other conditions that can influence sales, Neirbi helps you time your campaign for optimal impact.

“Our platform predicts demand,” said Miksis. “There are a lot of ad platforms that already do the work of determining who the right person is. What we want to do is layer on top of that to say, ‘Okay, that person might be a great target for your hotel, but right now is the time to send this message, or not to send this message.’”

As one example, a snowstorm on an interstate can lead to a sudden increase in people in that area seeking hotels for the night. Major events such as a music festival, an NFL game, or a holiday parade also impact hotel sales. By tracking a wide range of external conditions such as these, it’s possible to determine when the time is ripe to launch your campaign.

However, it’s not as simple as saying that adverse winter weather will lead to people holing up for the night. In the right areas—such as ski areas—snow can lead to a sudden influx of people: skiers from out of state. Following a big snowstorm in Vermont, it may be a good time to target people from elsewhere in New England, who may not be shoveling out of 2 feet of snow,  to book a long weekend at a ski resort. Or vice versa, it would be a wasted dollar on an ad impression if indeed a potential customer is digging out of two-feet of snow and cannot travel up to the resort that weekend.

Another factor to consider is the price of gas. If gas prices drop suddenly, people may consider taking longer road trips to popular vacation destinations; if the price increases, people may decide to stay closer to home. Flight cancellations, delays getting through security, and other travel factors can also influence when people decide to take a vacation—or whether they book a hotel room the night before their flight.

“A lot of travelers are opting to stay the night before instead of waking up extra early in anticipation of longer security lines,” Miksis noted.

The list goes on: rises and drops in the stock market can influence a consumer’s mindset about spending, currency devaluation, college graduation season, the sudden popularity of a travel destination, government contracts that draw in workers, the opening of a tourist attraction, a festival that draws a crowd of thousands, and more. When an event comes to town, a hotel could benefit by holding out as other chains are selling—and then setting a higher rate when rooms are scarce. If a highway shuts down due to an accident, you may want to target those individuals sitting in traffic with an ad for reduced hotel rates. Then there are situations such as broken gas mains where a utility company compensates residents who may temporarily need hotel rooms. No single person could track all of these factors; that’s the role of Neirbi.

“We act as the editor and through our analytic platform we listen to all the noise and data and when an opportunity or threat arises, we alert the customer,” said Miksis. “If there’s an alert that’s important to them, they can get it emailed or texted to them.”

It’s a complex, ever-changing tapestry of factors that can entice or repulse consumers. By harnessing technology that determines when the time is right, you can be assured that your advertising campaign is going to make a big impact. Additionally, launching your campaign only at the best possible time means the best possible use of your advertising budget.

“Our goal is to help them reach their customer at the right time so they get better return on their marketing value and a jump on effectiveness and profit,” said Miksis.

With Neirbi, our data can be used to automatically launch a campaign when the conditions are ripe. In a pay-by-the-click (or per impression) world, the person who sees your campaign should be the right person, at the right time. Ten years ago, that would be impossible to determine. Today, it’s the next logical step in getting ahead of your competition.

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