Custom Audiences allow marketing teams to reach users by keywords, business profiles, location visits and brand affinities. The Datonics data inventory empowers DSPs and DMPs with 1,300 segments for immediate activation along with 10k+ additional segments that can be requested on an ad hoc basis. Datonics also offers an additional unlimited number of personalized keyword and POI (location visitor) segments that advertisers can use for their marketing needs. This data allows marketers to incorporate multiple targeting parameters of these highly granular segments to achieve the lowest acquisition costs possible. This gives the most flexibility for a marketing team and allows various avenues and strategy points to segment their desired market using the relevant data.
Keeping up with Changing Consumer Behavior
Being able to identify data-backed evidence of changing consumer preferences on a constant basis enables marketers to keep up with the trends. When served an ad that complements consumer interests, shoppers are more likely to proceed with a purchase. (HUB)
A 2022 study done by GWI Commerce report showed a shift in consumer preferences with 36% shifting to online shopping for household goods and groceries. (HUB) Understanding the reasoning behind the consumer shift and being able to play to this new preference is possible through consumer audiences and being able to pool user data.
Another example is the consumer preference of BNPL (buy now pay later). In a CNBC study done in December of 2021, only 7% of holiday shoppers preferred using a BNPL method to make their holiday purchases. (CNBC) However as consumer preferences are shifting, experts predict that number to double or triple in 2022 shopping expenditures. (BNPL)
Staying on top of these shifting consumer preferences and having the data from custom audiences allows marketers to perfectly mold a relevant campaign strategy to the right audience.
Data Leads to Campaign Success
There are a myriad of situations in which utilizing custom audiences can directly contribute to a marketing campaign's productivity. Some examples include reaching customers who have previously interacted with a specific campaign, with retargeting helping to arrive at the next step of a sale. Another example is using a user's keyword searches to identify that a user is consistently searching for a specific item or is in the market for a class of items. For example, a mother searching for baby toys may also be interested to learn about a new baby formula. Having the custom audience linked to the keyword “baby” would segment this audience, and allow for the right market to be reached at the right time.
Using Datonics custom audiences with the highest quality data, customers receive relevant messages for products that might be of interest to them. This win - win scenario allows both the customer to get what they need and the brand to gain more customers.