Advanced Ad Targeting Strategies Using Call Intelligence
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The document discusses advanced ad targeting strategies using call intelligence, emphasizing the importance of calls in paid media and their role in customer acquisition and retention. It outlines various call types, topics of discussion, and customer profiles to inform targeted advertising efforts, including prospecting, remarketing, and loyalty strategies. Key takeaways include leveraging data-driven insights for enhanced customer engagement and the necessity of holistic integration across marketing platforms.
Advanced Ad Targeting Strategies Using Call Intelligence
- 1. SOURCE: eMarketer, BIA Kelsey Advanced Ad Targeting Strategies Using Call Intelligence
- 2. Dorran Dihle Account Director Jackie Morris Sr Product Manager Today’s Panelists
- 3. SOURCE: eMarketer, BIA Kelsey Why are CALLS important to your paid media? 75.8 93.3 108.1 129.1 145.5 161.9 $19.20 $28.70 $40.50 $49.80 $57.80 $65.90 2014 2015 2016 2017 2018 2019 Mobile Calls to BusinessesMobile Marketing Spend
- 4. Call Tracking vs Call Intelligence: A very different approach
- 5. New Sales Call Up Sell Call Service Call Junk Call CALL TYPE Initial Inquiry Competitive Comparison Pricing Discussion Converted PURCHASE FUNNEL Evaluating Competitor Interested in bundling with homeowners insurance Mentioned Emergency Road Service CONVERSATION TOPICS Repeat Customer HOT PROSPECT Time Waster Cross-Sell Opportunity CALLER PROFILE Browsing Auto Overview page Viewing Claims Overview page In-process quote form CALLER STATUS Add to Retargeting Send Follow Up Email Set Reminder Create Opportunity NEXT STEPS What insights will you uncover?
- 6. SOURCE: eMarketer, BIA Kelsey Data-driven ad targeting using Call Intelligence PROSPECTING LOYALTY REMARKETING ACQUISITION (Online, Offline: In-store/Phone)
- 7. SOURCE: eMarketer, BIA Kelsey Data-driven ad targeting using Call Intelligence PROSPECTING LOYALTY REMARKETING ACQUISITION (Online, Offline: In-store/Phone) • Target attributes that make up a great customer • Find more leads that look like your best converters • Engage with new prospects by suppressing converters
- 8. SOURCE: eMarketer, BIA Kelsey Data-driven ad targeting using Call Intelligence PROSPECTING LOYALTY REMARKETING ACQUISITION (Online, Offline: In-store/Phone) • Convert customers while they are still considering
- 9. SOURCE: eMarketer, BIA Kelsey Data-driven ad targeting using Call Intelligence PROSPECTING LOYALTY REMARKETING ACQUISITION (Online, Offline: In-store/Phone) • Reach back out to lapsed customers • Upsell or cross-sell related offers using data on offline purchase behavior
- 10. SOURCE: eMarketer, BIA Kelsey Prospecting: Discover attributes that make up a great customer Take your best customers Target audience with similar characteristics Sync the audience to media activation platforms
- 11. • Find more leads that look like your best converters with look-a-like modeling or audience indexing • Focus your budget on new prospects by suppressing converters • Leverage targeting parameters such as geo, day parting, contextual and site whitelists based on converting customer attributes Prospecting Takeaways:
- 12. SOURCE: eMarketer, BIA Kelsey Remarketing: Close the deal with targeted messaging Paid Search Retarget with personalized offer
- 13. Remarketing Takeaways: • Reach users who have engaged but not converted, segmented based on what they said on the phone • Reach customers in-trial who are still in the purchase decision phase • Follow up with customers with personalized messaging • Bid up audiences based on propensity to convert
- 14. SOURCE: eMarketer, BIA Kelsey Loyalty: Re-engage with relevance Winter Promo – Core ($79.99) Premium Purchaser ($150) Pay-Per-View ($5.99) EMAIL SOCIAL DISPLAY
- 15. Loyalty Takeaways: • Segment customers based on what and how much they purchased • Refresh and rematch the audiences regularly in media platforms • Cross-sell or upsell related products or win back promotions
- 16. SOURCE: eMarketer, BIA Kelsey Checklist: Ensure your partners and technology can support a holistic data-driven strategy with… Detailed insights on what makes your converters unique, to inform the end-to-end purchase funnel Customizable and predictive segments that outperform manual segmentation Integrations into your key channels to make your data actionable Real-time triggers, so your marketing conversations can move at the pace of your customers
- 17. Dorran Dihle Account Director Jackie Morris Sr Product Manager Questions?
- 18. How to Increase Calls from Paid Search The Digital Marketer’s Guide to Call Intelligence Step By Step PPC Audit Download these free resources now from the webinar interface! www.invoca.com/demo