Blog post By Paula Chiocchi on 2020-03-11
Recent articles have shed new light on the controversy surrounding the reality vs. the myth of programmatic advertising performance metrics, as claims of fraud are starting to grow. With marketers spending $60 billion annually on this channel in the U.S. alone, these claims are making marketers think twice about their own programmatic campaigns. The truth is, whether it’s software, insurance or another transaction, we’ve all continued to receive retargeted ads months after we’ve actually made a business purchase, right?
OMI has been watching the uncertainty around programmatic metrics unfold and we have an answer – one that is already delivering verifiable, concrete results, enabling organizations of all sizes to reach high-value business contacts and generate new revenue streams. It involves intent data and here’s what you need to know:
Instead of shotgunning your campaign to your list, you can use intent monitoring to obtain the company IP addresses of the individuals searching for signage like yours. From there, you can then partner with a reputable data provider to secure SMB contacts aligned with those IP addresses. While the list may include various job titles, what creates impact is that each one has expressed a recent interest and intent to purchase SMB insurance.
You can then go on to create your campaign -- with content customized for each role -- and benefit from significantly higher response rates than you would by targeting your standard list. Key point: after you’ve zeroed in on the digital intent signals, it’s crucial to make sure you identify the correct prospects associated with the intent behavior, along with the correct prospect functions that align with the purchase decision. This ensures you’ll target your audience accurately and avoid wasteful spending.
While all marketers strive to reach targeted, high-value business contacts, some paths to making that happen are proving to be more valuable – and transparent – than others. Combining business contact data with intent data is a winner in our book, and definitely a game changer for the clients we serve.
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.