Digital Marketing Priorities: #5d DR Intent-to-buy targeting 3

targetThis is the eighth post exploring my 8 digital marketing priorities in greater detail. This post will focus on targeting online users with a demonstrated intent to buy what you have to sell.

1- Strategic Plan

2- Site Web  

3- Email newsletter

4- Social Media

5- Base Campaigns – directories

5- Base Campaigns – classified ads

5- Base Campaigns – Search Engine Marketing

5- Base Campaigns – Retargeting

Before launching an image or brand building campaign, it is necessary to capture every possible easy sale you possibly can online and via mobile platforms. By “easy sale,” I mean those consumers who have decided to proceed in buying something you have to sell – whether it is from you specifically, from one of your competitors or the vendor is not yet decided upon but you do make or offer what it is the consumer is looking for. You must then be there where and when they are in research mode, or in the moments (hours & days) before they actually pass at the cash register, to influence where they actually go to spend their money.

Last week we covered establishing a 52-week retargeting display advertising campaign. Going after easy sales also includes a base campaign where you will target people online (cookies through browsers on connected devices) who have demonstrated a clear intent to buy what you have to sell.

5e- Base campaigns Direct Response: Intent-to-buy targeting

What is intent to buy targeting? I’ve written about this last January 31st: Online advertising targeting – intent-to-buy targeting.

Basically it is a specific type of behavioral targeting that only looks to those behaviors clearly indicative of an intent to buy – that could not be interpreted otherwise. This can be done when subscribing to a Data Management Platform through real time bidding which make available 3rd party data for targeting.

Often these systems (BlueKai, Exellate…) obtain the 3rd party from online vendors such as eCommerce websites who track their online visitors for their own purposes (possibly to retarget them themselves) and make those cookies available to others for a fee.

A clear example of this could be an individual searching an online directory for plumbing supplies. This individual is not merely interested in pluming, not seeking plumbing content, but seeking a vendor to buy something plumbing related. Another example would be an individual consulting several 50+ inch television sets on a online electronics sales website. If they are comparing models they likely are intending to buy one shortly.

This is different from people consulting the “home” or “decoration” section of a website / portal who would clearly be interested in this type of content but they do not necessarily have actual concrete decorations projects in the near future – this would be the distinction between ingest and intent to buy.

As with my previous posts, this tactic is to help you go after the easy sales, people who I tent to buy what you have to offer, either specifically (your brands) or generally (your product category). The people you will target this way are not necessarily past clients, people who like you or e en people who know you, but they do intend to buy something of have to offer. Also like the other tactics explained in previous posts, this should be an ongoing 52-week campaign, or you risk losing the potential sales to your competition.

Next week we will look at priority #6: branding campaigns

Please don’t hesitate to leave a comment below: would you change the order of digital marketing priorities I’ve put forth? Have I forgotten anything significant?

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