Aug 02, 2022
In Welcome to the Tech Forum
“We are taking a different approach to how we use some of those traditional broad brand channels – and we are plugging more data understanding into that,” he said. “So, what I mean by that is that rather than buying TV traditionally, we’ve over-invested in programmatic TV; we’ve tested, for the first time, OTT, for instance in China. We’ve therefore been able to drop our 30-second Farfetch TV ‘spot’ into households that we are confident are high net worth and have a propensity for luxury fashion purchases. The workload like this whatsapp number list allows both the vendor and the affiliate to focus on. Clicks are the number of clicks coming to your website’s URL from organic search results. “So, we’ve sort of used data as a ‘glue’ that dovetails all of our marketing activity across the funnel, and importantly, links it all together.” Matching the audience to the most relevant message has also been a key tactic for comparison brand Uswitch, which needs to determine when customers are likely to be in the market to switch provider for utilities like gas, electricity or broadband. In the seventh episode of Marketing That Matters, Louise Saul, Online Marketing Analyst at Uswitch, described how the brand’s switch from an internal bidding tool to Google’s automated bidding technology opened up more possibilities in terms of how precisely the brand can target customer demographics. “One thing that Google bidding technology has over external providers is that Google can make use of a lot more data and signals … For example, Google will be taking into account a person’s audience and demographic factors, and that’s something that other tools just aren’t able to do.” Ethan Radtke, Head of Marketing at Uswitch, then elaborated on how the brand is using automation to test a wider variety of creative across different channels and audiences and determine the most relevant moment to serve them a particular message.