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Agenda

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The Creep Factor

Zombie Marketing[zom-bee-mahr-ki-ting]Automating the entire marketing process, treating customers as the same

OR

Ghost Marketing [ɡoʊst-mahr-ki-ting]Relentlessly haunting your customers in pursuit of a sale

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The Creep Factor

”58% of consumers are comfortable having their shopping interests and behaviors used by retailers if they

receive a more personalized experience”

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Eliminating the “Spook” Factor

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Display Ad Retargeting

Spooky: Non-stop retargeting

Effective: Applying a frequency cap to serve ads within a set period of time

Freq

uenc

y Lim

it

Content Relevance

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Pro Tip: The more segmented your audience; the higher you

can set your frequency cap

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Email Retargeting

Spooky: Non-stop emails in customer inboxes

Effective Marketing: Sending one to three re-engagement emails after customers abandon their shopping cart

Email #1 Email #2 Email #3

No response?

Send email #2 within 24 hours

No response?

Send email #3 within 48 hours

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Pro TipSend the first email within 30 min. of abandonment

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Offsite Geo-Location Targeting

Spooky: Location-based ads with no relevance, only proving the customer was tracked

Effective: Target with relevant as the goal; where does the data tell you they’re going, not where they’ve been

Campari / Lyft Campaign Targeting:• Males & Females 21+• Mobile users• Located near high concentration of

bars

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Pro TipWhen targeting by location, to be assistive with the ads you

serve; focus on a specific action

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Onsite Location-based Targeting

Spooky: Ads showing customers past locations are tracked, without adding any value

Effective Marketing: Anticipating where they’re going

10/26/2016

10/27/2016

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Pro TipGive customers a choice.

Studies show that if customers feel like they’re in control of what information you have, they’re more likely to share

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Contextual Targeting

Spooky: Displaying ads that prove you have lot of info about the customer in your database, but the target misses the mark

Societies: alpha epsilon pi

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Contextual Targeting

Effective Marketing: Don’t just use any and all data you have, use the data to create an interesting, effective customer experience

Fabletics Campaign Targeted:• Women• Used birthdays to target zodiac signs• Unique way to recognize prospect

birthdays

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Pro TipWhen starting off, pick 2-3

relevant, keywords or data-sets to focus on for targeting

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Contextual Targeting

Spooky: Displaying every bit of data your brand has about the customer

Effective Marketing: Displaying recommended products based on their onsite behavior

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Pro TipAllow your customers to

navigate THEIR journey instead of giving them one

predetermined onsite path

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Key Takeaways

Relevance > PersonalizationRelevance is key to the keeping customers engaged and delighted with your data use instead of annoyed and “spooked.”

Less is MoreJust because you can do it, doesn’t mean you should do it. We have more and more data, but that doesn’t mean we should use at every opportunity.

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Thank you!

Happy Halloween!

Contact scott.turecek@veinteractive.com

617-501-5750to learn more about working

with Ve!