That Easy-to-Describe, but Hard-to-Find Bunch: Top tips for leveraging programmatic marketing to target and engage your ideal audience (2015 Integrated Marketing Virtual Conference Session)
Speakers: Bill Guild, Vice President, Product Management and Marketing, ChoiceStream
Click below to view this webinar, originally offered as a session at 2015 Integrated Marketing Virtual Conference.
The ideal audience for a campaign is always “easy-to-describe” – they are qualified, ready to buy and likely to be engaged by the campaign. However, these perfect targets can be extremely “hard-to-find” – neither first-party nor third-party data seems to be able to locate them.
As a direct result, many of the tactics of programmatic advertising like retargeting, precision targeting and look-alike modeling are becoming common practice. In this presentation, Bill Guild, VP of marketing at ChoiceStream, will discuss how today’s marketers are going beyond those common practices – often times using multiple techniques together – to define their target audiences even more precisely and engage them more deeply.
Brand marketers will learn:
- How to use polls to qualify consumers and uncover their intent
- How to use pre-campaign profiles to design engaging offers, messages and ads
- How to use programmatic optimization to zero-in on the audience that will engage
- How to use analytics to gain insight into both engaged audiences and missed opportunities