The beauty of digital marketing is the data that can be accessed, often in real-time, to inform what is or is not working, and what customers are really interested in – which can be demonstrated by the online steps they take, such as visiting a website, clicking on an ad, considering and making purchases, and much more. The challenge then is to take those insights and retarget consumers with the most relevant messages and content to continue influencing their purchase journey.
As the ‘Winning the Rebound’ article in the June issue of ANA Magazine outlined, that takes more than the digital equivalent of shouting at consumers on the street after they leave your store. The article is full of tips and best practices for targeting with expert advice from a variety of digital marketers – including our suggestion to spend time at the beginning on a comprehensive strategy.
Here are a few more of our best practices suggestions for digital marketers:
The audience extension products we offer our marketing partners use Expedia first-party data on shopping and purchase behavior to identify the attributes of a ready-to-convert shopper and then reach that audience profile across the web.
For example, Korean Air was interested in increasing bookings from the US audience, and specifically expanding their reach beyond the traditional campaigns they had been running. By leveraging our first-party data and audience extension solution, Korean Air was able to reach shoppers interested in using the air carrier outside of the Expedia sites with a simple and direct call to action. The campaign produced excellent results, with 6.8 return on ad spend (ROAS). For more on the campaign, see the Korean Air case study on our site