Consumer Targeting 101
BetWinner prides itself on being audience strategists. BetWinner can pinpoint the exact audience our clients want and target them using proven digital and printed solutions.
Cookies are just one of many tools that we use.
What do Cookies Do?
Cookies are tiny pieces of code that are placed on users’ web browsers when they visit different sites. Cookies provide a personalized user experience by remembering previous internet actions such as log-in information and location settings. It also keeps track of what you have in your cart. Cookies are used by advertisers to track information, such as which websites you visited. This data will allow them to deliver relevant content to specific audiences.
What is the process of online advertising?
It’s easy for us to forget that consumer/audience target is a complex process because we live and breathe it every day. It takes the best technology and extensive data analysis. You also need to have the expertise of seasoned media and marketing professionals. You can check. Also, check. Also, check.
Our success as a media targeting company is dependent on our clients understanding the process. This helps clients make informed decisions about their campaigns and communicate clearly their goals. Below is a brief overview of the two main ways digital consumer targeting works: via device ID and cookies.
Cookies: How to target customers online
Device ID allows cross-device tracking
Marketers can target specific mobile devices with Device ID targeting
Smartphones, tablets, laptops and desktops are all included. Here’s how it works:
What is a Device Identification?
A device ID is a unique number that mobile device manufacturers give to their devices. These identifiers are useful for targeting specific devices by advertisers.
A device ID can be used to target specific devices more efficiently because it is permanent. Advertisers can target mobile devices and other connected devices with greater precision and collect all relevant data from all mobile activity, not only on the internet, but also through device IDs. Device IDs allow for cross-device targeting, and let advertisers seamlessly target ads to one person across all of their devices. You can purchase a device by entering subscription information. This information includes your phone number, Netflix account information, and other information. These information are combined to make it easy to switch between devices. This is also known as deterministic targeting. It is the true connection between a user’s device and their device.
Third-party cookies allow for retargeting
Marketers can target customers based on their online behavior, such as what sites they have visited in cookie targeting.
What items they looked at, how many purchases they made, and so on. Here’s how it works:
What do tracking cookies serve?
A tracking cookie is a string of text that is added to the browser’s address bar (Firefox or Safari, Chrome, etc.). When they visit certain websites. The code is saved in the browser by its creators for a set period of time (or until it is deleted). It changes how the browser interacts to certain pages. The cookie stores the data the browser collects on the website visited. Online advertisers can use third-party cookies technology to perform a variety of functions, including
* Retargeting ads activated – more on that later
* Storing data (e.g. the items that you have added to your shopping basket on an ecommerce website)
* Data that was previously entered in forms (used to perform autocomplete functions like name, address, and phone).
* Save user preferences
* Authentication: Cookies transmit the user’s account details, log-in status and login status to account protected servers. This tells them which sites you are logging in to and using.
* Recording user activity
Cookies simplify online activities by recognising user behavior. It’s like walking into a local diner and knowing that the waiter is aware you are a vegetarian, and you don’t like green onion in your home fries. Cookies tailor your online experience.
What are Cookies Stores?
Most cookies do not contain personal information such as your name, email address or phone number. Cookies may also collect your personal data, such as your email address and phone number.
* Search engines and behavior on your website
Real-world examples of how retargeting ads work
I use my mobile phone to browse Amazon.com. As I add items to my cart, data is collected: diapers and toys, as well as size 8 and 10 football gloves for boys, and size 10 gloves for adults. Voila! I have been identified as a likely mom of children, who is active outside. Marketers can and do retarget me with reminders and coupons from my favorite stores.
Next, I’m using my iPad. Because I have my registration information, companies ‘know’ that it’s still me. I check my iPad often for a real-estate app. Marketers may assume that I’m a potential homebuyer. I use a lot of recipes apps. Recently, I booked an online trip for six members of my family. You can see my online activity and it is beginning to reflect who I am.
Later, I visit the grocery store and use my Shopkick App to make purchases. We have more data about our grocery habits. It’s clear that we are a healthy household. However, we do indulge occasionally. We are great targets for yogurt and hummus, ground turkey, as well as Ben & Jerry’s Phish Food Ice Cream.
Campaigns that are successful will be based on consumer targeting. This helps brands ensure that their advertising dollars are reaching the right audiences and that they are reaching them with relevant ads. Consumers benefit from a more personalized and personal online experience.