Latest Article Are your campaigns ready for the Q3 2019 retail calendar? read more

Back to hub

Tackling the 5 top challenges for digital marketers with Retargeting

Every year digital marketers come under increased pressure. They’re now expected to cater for voice search, to make the most of AI and machine learning and always provide the best possible experience for their customers.

And that’s not forgetting the challenges of apportioning ROI and squeezing every last drop of performance out of each of their channels. We’ve been working closely with a number of our clients to identify their biggest challenges in 2019.

1. Limiting wastage and enhancing performance
Everything always comes down to performance. How do marketers ensure that they get value from each of their campaigns? Can they eliminate wastage and ensure any digital advertising is relevant to the needs of their customers? Marketing activities fuelled by data and customer insight are key to overcome this challenge.

Retargeting for digital display campaigns is therefore an essential tactic to eliminate wasted impressions. Whether based on pages viewed or products left in a customer’s basket, or down to their search history and specific questions asked, this insight is valuable in serving consumers with targeted and relevant ads. That’s your wastage covered.

And with increased relevance for an already interested audience, comes more click-throughs, higher conversions and enhanced ROI. That’s your performance sorted.

2. Enhancing the customer experience
There are two key things consumers always demand. Personalisation and an enhanced experience. And when it comes to the latter, again this can’t be based purely on presumptions or outdated customer profiling. It’s essential for digital marketers to understand their audience and build key personas. Then the experience offered to these customer groups can start to be personalised.

Campaign reporting is a vital tool to understand the data and metrics that truly matter for your audience. The analysis and understanding of the performance of digital display campaigns for example simply has to go much further than clicks and impressions.

Advanced Insights Reporting through the Fluid Ads Platform provides metrics that include:

Through diving deep into the data, you have the key metrics to build those core customer personas and create a better understanding of your audience across all of your marketing channels.

3. Prioritising and resourcing the right channels
Digital marketers face a constant cross-channel balancing act. Where should they focus their energy and divert their all-important budget? And if budgets are being trimmed in a lot of cases, this can become increasingly difficult.

Key for brands and marketers alike is to fully understand their business priorities, their audience and the channels that will have the greatest impact. While some channels may appear less important that doesn’t mean they should be ignored. Look at the current example of ASOS. It further highlights the pressures being felt by marketers.

4. How best to in-source
It’s a trend we’re seeing much more of. With brands bringing their marketing and digital activities in-house, this carries with it a number of challenges.

Questions remain about how to secure the top talent. Continual issues include how to choose the right tech and ensure it will enhance the day to day processes and procedures as well as driving performance. Agencies may still have a place, but brands will have to decide how and when to use them more strategically.

5. Choosing the right technology
There are so many ad-tech or martech platforms and providers available to digital marketers. And while martech consolidation has been rumoured for a while, we’re still seeing more and more providers enter the market.

That creates confusion about the best option to choose. Marketers need to understand what will actually enhance their efforts and drive the performance of their all-important campaigns.

First and foremost, it’s crucial to choose a platform that provides access to complex technology but does so in a straightforward way. It has to be simple for individuals and teams to get the most out of it. If it isn’t, it will drain time and resource, as well as hinder performance. The best ad-tech should be compatible with how you currently work and make it better. Teams shouldn’t have to change ways of working simply because they’re using a new tool.

Similarly, an end-to-end solution that caters to omni-channel requirements is essential and should be favoured over single-channel options. As should agnostic technology solutions that have the capability to integrate with your chosen platforms and systems.

They should enhance and never impede.

Contact us today to learn more about the capabilities of the Fluid Ads Platform and how it can enhance your digital marketing strategy. Get in touch now to start your trial.

Sound interesting?
Book a demo with our customer success team.

Let's have a chat

More from the hub

Article

Are your campaigns ready for the Q3 2019 retail calendar?

Q3 promises to be an extremely busy time for retailers so we look at some of the key ways to get your campaigns set up fast for the Q3 2019 Retail calendar.

Article

Industry Snapshot: Automotive Industry Challenges in 2019

In the first six months of this year, we’ve seen the automotive industry face a number of challenges. 2018 was a difficult year for the global automotive industry, with sales falling for the first time since 2009.

Article

High quality lead generation without the fuss

What are the biggest marketing challenges facing business today? For the majority of businesses, 65% in fact, generating traffic and leads is their number one marketing challenge.

Article

What is the difference between Geofencing vs. Geotargeting?

What’s the best way to engage with a local audience? Firstly, you need to let them know that your accessible and within very close proximity of them and/or their community. Secondly, it’s vital to show how relevant you are to their needs, and lastly it’s key to get in front of them when they’re on the move and happy to come in and see you.

Big brands with big banners