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RESEARCH, ANALYSIS & TRENDS
sibly reading everything he could find on the single There are several opportunities: The next visit of the
page. He then clicks two other products in the same customer on a platform where you can display advertis-
category and leaves the page. Next, he calls up an ing using real time bidding keeps a display of the prod-
online price comparison page and searches for the ini- uct at a reduced price by personalized voucher - but
tial product. From this, you - or rather the properly pro- the advertising shows not only the product, but a posi-
grammed machine – can come to the following conclu- tive test report. Or the customer gets an email that not
sions: only promotes the headphones with a discount, but al-
so refers to one of your information pages, on which he
The customer is interested in the first product, but finds information about what he must consider when
especially in high-priced headphones. buying headphones. Also possible is a list of good al-
ternative products. Of course, this email - just like the
ad before - can be optimized by further knowledge
The price is important to him.
about the customer.
Either your price is too expensive for him OR he
All that makes programmatic marketing very versatile
wants to check if the shop has good offers OR he is and goes far beyond classic re-targeting, although we
not yet completely convinced by the product or your probably just scratched the surface of the various op-
shop.
tions. But customer focus, cost-saving through automa-
tion, and higher conversion rates due to a precise cus-
You - or rather the machine – know already that you tomer approach, are clear benefits that come with pro-
are not the most favored supplier. How can program- grammatic.◊
matic marketing help in this case not to lose the cus-
By Daniela La Marca
tomer?
MediaBUZZ Pte Ltd - Independant ePublisher for Asia