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3 Strategic Principles to Revamp Your Digital Media
By now most marketers have put in place a few moderately effective always-on digital media campaigns. But more often than not, despite achieving some success, most haven’t significantly evolved their digital strategy and aren’t sure how to level-up their paid media.
While at Mediavision2020 we believe that leveraging new, targeted technologies and platforms for reaching consumers is the core of where media is going, it’s also critical you start with a strategic approach to developing your media plan. So let’s look at three keys to success for your digital media plan.
- Give to Get Using a Customer Experience ApproachFocus on solving salient customer needs, not just meeting business objectives. If you can’t shake yourself out of “what’s in it for me” thinking, you won’t get much out of your media. While you certainly need to consider the transactional goals you have for marketing, you can’t reduce every campaign to a transactional goal – not if you want to actually help people with their non-transactional goals along the path to purchase.
For example, here are a few need states your media could target that don’t necessarily immediately result in a sale or sales-ready lead, but nevertheless drive preference for your brand:
- seeking inspiring ideas
- need help comparing items
- asking basic questions about how to get the most out of the product
- affordability and financing
- exploring customer ratings and reviews for validation of brand claims
If you can show up at the right time and place, addressing questions like this, you will drastically increase the overall reach and relevance of your media. This is the basis of a full-funnel digital media strategy.
- Stop Hanging on What’s Worked, But Build On ItToo many marketers get fixated on tried and true advertising tactics, but this eventually results in plateaued or decreased performance. While the temptation is understandable enough, it’s rooted in an aversion to taking risks.
Obviously you can’t simply shift all of your funds to new tactics, so where do you start? As a generic starting point, consider starting with 70% of your budget towards mature and proven tactics that have a predictable cost and return.
Dedicate the other 30% towards new, experimental tactics. For these new tactics, you’ll need a formal test & learn methodology outlined. You can’t kill a new tactic if it doesn’t meet expectations after just a few weeks, and you certainly can evaluate it if you don’t have a controlled method in place for measurement.
3. Rethink Media MeasurementBase your measurements on what business outcome and customer action defines the KPI for the campaign, not on a one size fits all measurement approach.
More often than not, marketers develop “bottom-of-the-funnel tunnel vision” and view their customers and campaigns in a rigid, simplistic light that prevents insight and growth.
For new campaign tactics you’re testing, focus on CTR and landing page optimization as the KPI. Before you can generate revenue, you have to connect the targeting and engagement elements. So don’t kill new tactics before they have a chance to take off.
Returning to the first point – you need to focus measurement on how effectively you helped your prospective customers. For example, consider whether shoppers used a website utility to completion, how many people shared or commented on content shared or maybe you need to look at customer feedback surveys.
So to recap, it’s really that simple: help your customers, test new tactics and measure what matters. Begin to incorporate digital media into your overall business strategy and marketing and you will see profound improvement.
If you haven’t yet scheduled your 30 minute demo, simply click here to select your date & time.
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What to look for in a geofencing company
Expertise
Creating and managing geofence campaigns requires expertise and daily optimization for the best results. Is geofencing a core competency of the company, or just one of many offerings? Where is the trading desk located? In other words, who is actually optimizing the campaign – does the geofence provider have an in-house team of analysts, or are they simply re-selling another provider? It’s also important to consider the strategy of the campaign. Are there digital strategists on hand to help clarify your expectations and build a campaign that will achieve your objectives?
Size and Shape of Geofence
How small can the geofence be? There are some “geofence” options that offer targeting of one kilometer, or about two-thirds of a mile. This is definitely not what you’re looking for from a geofence vendor! On the other hand, there are providers that can get as granular as a 25 foot radius. This hyper-targeting is what’s required to get down to the section-level of a large store, for example, or the foot-print of a single building.
There’s also the shape of the geofence itself to consider. The most common shape among geofence providers is a radius plotted around the desired target(s). This can be an effective tactic, but in certain applications a polygon shape can be more effective. If the target is in a metro area, for example, or next to a major thoroughfare – it may be desirable to closely trace the shape of the geofence area to avoid serving ad impressions to commuters.
Publisher reach
So you’ve found a geofence partner that has expertise in the space and can hyper-target your geofence area to fit your needs – now what? The final piece of criteria to consider is publisher reach. In other words, how many apps and mobile websites can your ad run on? This is a critical factor in geo-fence campaigns because of the inherently limited number of ad impressions available. Unlike a campaign that targets a city or zip code, geofence campaigns target a small area, which means fewer people, and fewer available ad impressions. Using a vendor with access to a large publisher network ensures that your ad has a better chance of serving, and penetrating, these audiences.
So there you have it – three criteria to help narrow your search for the perfect geofence company. At Mediavision2020, we’re passionate about geofencing – almost as passionate as we are in delivering great results for our clients! Interested in learning more? Reach out any time!
If you haven’t yet scheduled your 30 minute demo, simply click here to select your date & time.
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How geofencing marketing works
The process begins by creating geofences around places that your customers frequently visit like stores, restaurants, stadiums workplaces, homes, zip codes or cities. Your ads serve inside these geofence zones appearing on mobile devices, desktops, tablets and TV’s. People see your ads while they are browsing premium sites/apps like weather.com, facebook, instagram, cnn.com, foxnews.com as well as top local websites/apps in your market. The majority of companies use geofencing marketing to achieve the following goals:1. Brand awareness2. Competitor conquesting3. Increase foot traffic and sales4. Generate leads5. Recruit staffIf you haven’t yet scheduled your 30 minute demo, simply click here to select your date & time.
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Top 5 Reasons to use Geofencing Marketing1. Increase sales
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Get more leads
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Conquest competitor’s customers
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Build brand awareness
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Recruiting
If you haven’t yet scheduled your 30 minute demo, simply click here to select your date & time.
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are using AI Geofencing - the new paradigmThe Top Geofencing CompaniesBest 35 IP Address Targeting CompaniesIP Address Targeting allows you to advertise at precise locations with display or video ads by targeting WiFi IP AddressesMediavision2020 leads the way in IP targeting across multiple industries. Our proprietary solutions reaches device IP’s as well as as router addresses in order to reach the maximum number of devices on a shared network. IP Address Marketing is an effective tactic for reaching conference attendees, concert goers, Offices and households.
The Best 35 IP Address Targeting Companies
IP address data is one of the most valuable kinds of data for targeting customers on a granular level across multiple devices and industries. IP address targeting and also monitor website traffic, uncover anonymous device identities, verify IP addresses, and make marketing more effective, affordable, and engaging. Here are 35 of the top IP address targeting companies, with a brief outline of what they have to offer.
Big Data Cloud explains that its IP geo-location technology was the first in the industry to incorporate 100% scientific geo-location for the ultimate in accurate IP address to geo-location data. It also accomplishes that in a split second, so that businesses can be supported in targeting customers, detecting outliers in the data, and also combating such things as spam and fraud. Developers are allowed to open an account with Big Data Cloud free of charge, and the company also offers customized pricing plans to fit your needs and goals. Big Data Cloud lets developers open a free account, and also offers affordably priced APIs and datasets, starting as low as just three dollars. Big Data Cloud is highly reliable, using top-notch redundant infrastructure and operating from eight different data centers strategically located around the world.
El Toro was once of the first companies and early adopters of IP address targeting technologies, and they secured patents on their proprietary products that verify how ahead of the curve they were. They’ve had years of experience in this niche industry to perfect their methods and strategies for the benefit of their customers. The company has a strong track record for providing very accurate, traceable and transparent targeting with a patented algorithm that matches physical addresses to IP addresses. That’s how they can connect businesses and marketers to current and potential customers with extreme precision for both B2B and B2C applications.
SPEAR is the IP address targeting product of Tridence, and it is an industry leaders that observes over 90 billion advertising impressions per day. Tridence offers IP targeting solutions, location-based digital marketing advertising, and is designed to reach consumers in a highly relevant way. Spear by Tridence is capable of serving on about 94% of online daily available ad inventory online. The company’s goal is to accurately understand offline consumer behavior and focus on relevance, insights, and predictability; while maintaining the standards of ethics, compliance, and privacy protection. Popular sites where SPEAR places ads include but are not limited to: Weather Channel, ESPN, Yahoo, USA Today, Forbes, People.com, and CNN.
Lead Feeder helps you covert anonymous website traffic into real company names with its effective IP address targeting technology solutions. See exactly what each company browses on your website and know precisely what marketing channels are driving high-value traffic to improve your current marketing and sales campaigns. Install the Leadfeeder tracker on your site and it will tell you which companies that have visited your website so that you can make more sense of your data. You will understand what your potential customers are looking at, how they found you, and where they are in the buyer journey.
Versium had been perfecting its data technology – including its capability to deploy IP address targeting – for nearly a decade. The Versuium data tech platform includes tens of millions of North American companies and more than 60 million business professionals, plus more than 1,000 different industries and over two trillion insight attribute data points. You can utilize Versium and its proprietary database of over 300 million consumer and 150 million American households. You can also add consumer contact data, including multiple phone numbers or mobile-only contacts to your list of customers or prospects.
United Mail uses robust proprietary technology that quickly and accurately matches a digital location, in other words an IP address, to your customer’s physical street address with a 95% accuracy rate. Once a digital signature is matched to a street address, they can serve your banner ads to these specific customers via top sites like MSN’s home page, CNN, and the Wall Street Journal, without the use of cookies that are increasingly ineffective or combated by consumers concerned about privacy. United Mail can also help you define and target your B2B and B2C prospects with email, and direct mail and increase your response rates.
AccuData explains that it offers access to more consumer and business data than anyone in the industry. With unrivaled access to data from the nation’s leading compilers, it empowers its clients with precise targeting including powerful IP address targeting, based on location, demographics, lifestyle attributes, purchase behavior, occupation, donor history, and many other data points. As a leader in the data industry for 30 years, AccuData’s access to the nation’s most insightful and accurate consumer and business data is unparalleled. AccuData provides direct access to hundreds of direct marketing data sources, including several of the nation’s leading compiled resident/occupant, consumer, and business data sets for prospecting, enhancement, and analytics.
By matching physical addresses to specific online IP addresses, IP address targeting from Daley PWS becomes your secret advertising weapon. IP address-backed campaigns are 50 to 100 times more targeted then television, up to 60 times more effective than other online ads, and have an average click-through rate 3.2 times higher than industry averages.
With IP Targeting, you can send banner ads to key households with unprecedented precision. Your ads appear on all devices – home computers, tablets, mobile phones – any device that someone uses online. Tap into the power of online advertising networks to have your ad appear on news sites, email portals and other popular sites across the web. Daley PWS offers competitive pricing and ad creation for your targeting campaigns.
DrivenIQ is trusted by well-known organizations and marketing agencies who rely on the company for providing precision audience data and effective digital marketing solutions. Its data experts and digital marketing professionals have decades of experience in solving the challenge of helping businesses do a better, more effective job of connecting with their customers. Using granular micro-data they can find your ideal customers, wherever they are and whatever they’re doing, so you can reach them with targeted messaging to drive sales. Connect with specific households, and follow consumers regardless of what digital device they use.
Early Express is based in Ohio and specializes in IP address marketing, using offline data such as subscription lists, registered voter lists, customer databases and turn them into IP addresses and post digital ads at their house. Then you can begin serving dynamic display or video banner ads using the IP address directly to your client and increase your exposure of the campaign with these additional touch points. Their tech is 100% cookie-free and connects with real people at an unparalleled accuracy. That eliminates wasted ad dollars, boosts efficiency, and allows you to reach your ideal customers in a targeted and high impact way.
TRAK offers IP address targeting services that are powered by artificial intelligence and machine learning techniques. Those allow for the automation of processes to crunch data and utilize data modeling techniques in ways that manual data processes just cannot accomplish. The end result is that businesses of any size, small or large, can take advantage of IP address tracking to target TrackData’s updated database of more than 250 million consumers, more than 115 million households. You can also use TrackData to mine information regarding hundreds of different targetable data points or attributes. That can include everything from their street address and mobile devices add IDs to their full name.
LG Digital facilitates marketers so they spend less while getting more value on their advertising investments, thanks to LG Digital’s highly useful and exceptionally accurate data, including IP address data for IP address marketing and consumer engagement. In fact, LBDigital says that its small business owner enjoy more than 50% greater accuracy compared to those acquiring data by other means. Reach your prospects across channels for direct mail, email, mobile phones and other devices, social media platforms, and more.
Since 1999, Digital Element has been providing global geo-location data and services. The company’s IP address location and intelligence data gives you pinpoint locations and valuable insights, all based on a user’s IP address. This allows for precision targeting and optimization for a variety of applications from ad targeting to analytics to fraud and security applications and more. That lets you focus on capturing the attention of your ideal customers, across all their devices, to engage them in a more accurate and influential way, while also ensuring a secure and confident online interaction.
KOB Advertising is recognized for its expertise at using IP address targeting to ensure that its clients are able to easily and seamlessly target their customers with more effective ads. KOB with also assist you in setting up specific IP address targeting filters using advertising platforms such as Google Adwords, within a particular geographic region. You can customize the ads for each specific region, as well – to engage and communicate with customers in a much more productive way to ensure you get more for your ad dollars. For customers, no additional steps are necessary for them to see the targeted ads, because their IP address can be tracked – allowing you to tailor the ads to each consumer location.
Choozle specializes in helping you take offline audiences into the online space to successfully target them for lead conversions and increased sales. Collect mobile device IDs or IP addresses from users who have entered a predefined location at a specific time and target those users later on after they’ve left with hyper-targeted digital advertising campaigns. Increase brand visibility, compete with larger brands, and capture the attention of your target audience at the right place, at the right time. Then Choozle can help you deploy location-based targeting tactics like geofencing, geoframing, and geolocation targeting enable you to reach your target audience based on where they are. Create and scale hyper-targeted digital advertising campaigns that drive results that you can also effectively analyze and measure.
IPlytics, based in the USA, is a data provider offering IP address and IP proxy data for increasing your market insights and intelligence to create and run more effective and targeted ad campaigns that engage customers and improve sales. Plytics is an innovative company led by a team of economists, computer scientists and engineers. It was originally founded in Germany more than a decade ago, and now offers powerful IP analytics to customers across numerous industries and geographic locations. Included in the data it provides are reports on who is leading the way in such things as 5G, smart home products, and edge computing.
SEOptiks.com is another data provider headquartered in the USA that specializes in offering IP address data and company IP data. They can help you gain real time leads of companies who are in your market and visiting your website, and you can be alerted whenever one of these companies, that may be your next best customer, browses your website. That way you can strategically engage them to help win customers and drive sales. Learn who is searching for your services and view user level data and contact information for key decision makers who are likely candidates for purchasing your products and services. In that way, SEOptiks can give you a tremendous advantage through IP address insights, to help make you make competitive and successful.
With boodleAI, using as little as a name and phone number, the company is capable of harvesting lots of valuable information that will detect the IP address of those that you want to target with your ads, either individually or by household. They can also target anyone’s specific household devices using an innovative process to enabled what is referred to as enriched household advertising. Because their IP targeting relies on the user’s IP address, connected to their WiFi router, that contact will remain intact even if that household begins blocking cookie tracking or browses the internet in “private” mode.
IP location lookup technology captures valuable geolocation information, along with other important and useful data points such as the nation, region, city, or state of the IP user. IP2 Location will even uncover the latitude and longitude where the IP address is, put such things as the internet service provider, time zone, and zip code – plus information such as the company name and domain name associated with that IP address.
Mann & Company specializes in IP address targeting and IP marketing strategies to help businesses boost consumer engagement and make their ad campaigns more useful and valuable. That enables you to target businesses and individual households to harvest leads so you can target those people and businesses that are the most interested in what you have to offer them. When someone visits your website but doesn’t sign up for anything, you can still track them and reach them, thanks to the companies Reverse Append technology, which maps the IP addresses of your web traffic back to actual physical addresses so you can use your marketing, such as direct mail marketing, in a more precise and cost effective way.
PEAK Targeting is a marketing organization that views IP addresses differently than most companies. To them, an IP address is a way for you to connect your business with customers for more efficient and reliable advertising and marketing campaigns. They will match physical addresses to IP addresses with extreme precision using their own offline data on-boarding capabilities and patented one-to-one marketing technology. PEAK Targeting additionally offers multiple advertising products stemming from our IP Targeting algorithm, including Geo-Framing targeting technology, all of which can help you get ahead of the curve in the fierce competition for digital advertising success.
Because every WiFi device has its own unique device ID or IP address, Synthropy can help you track and market to people based on their internet browsing and connectivity history, without having to rely on digital cookies that are quickly becoming obsolete. They will use the connection history to determine the household IP address for the captured device, and then serve ads to all devices connected to that particular household IP address.
Pair your campaign with direct mail marketing to keep your business messages in front of your target audience, while you also serve up digital ads that will appear on their computers and other internet-connected devices.
IPinfo’s geolocation data and IP address targeting services are used by leading companies through the world, to help them connect with and target their customers and ensure a better customer satisfaction experience supported by enhanced online security. You can use IPinfo to not only find leads with greater insight, but to more effectively convert those leads into actual customers. The company’s API is engineered for low latency, fast response times, and the IPinfo database is constructed and supported by its own team of in-house developers and technology engineers. Because IPInfo has all of those resources at its disposal it can also help create additional enterprise solutions.
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U.S. Presort IP addresses cannot be blocked or deleted, and this target marketing requires no prior visits to your website or user activity for it be deployed. Plus, as opposed to cookies, IP targeting does not invade personal privacy. That means you can show your online ad only to those people you specifically intend to target, because IP address targeting is true data-driven process and marketing approach. The company can also enable you to receive helpful and timely notifications whenever a business visits your website, and you can also crunch visitor data through software such as Google analytics.
Ogury’s unparalleled personification data uncovers the audience attributes of raw impressions while it adds an ultimate layer of brand protection that also ensures that each impression is fraud-free and brand safe. The result is attributes and impressions that can then be scored and smart-matched against advertisers’ campaign persona attributes. Real-time learning from each served impression ensures ever-increasing relevancy, driving superior campaign performance anchored in consumer privacy protection. Ogury’s audience data gives a deep understanding of consumer audiences and accurate insights into their interests, and is based on many years of unique proprietary mobile journey data that is continually validated and enriched.
IP-API has been running since 2012 and now offers its clients one of the most popular and reliable IP address targeting geo-location services, with a database that is constantly updated and enhanced. For each request, you will always have the most accurate location data, without having to worry about updating a local database. Using it is fast, accurate, reliable and is even free of charge for non-commercial use. It is also very user friendly and simple to integrate, because the API is available in JSON, XML, CSV, Newline, and PHP. IP-API serves more than a billion
requests per day, and is trusted by thousands of businesses.
Ipregistry is a trusted and in-depth IP targeting and geolocation source of information that can benefit publishers, ad networks, retailers, financial services, e-commerce stores and other types of professions and industries. It launched in 2019 and has grown into a global infrastructure boasting nodes that are located around the world, to help serve more than 12,000 different organizations of all sizes. The company offers products that can be used to personalize content for users, customers, or leads in a non-intrusive manner, based on their location, time zone, company, and other factors. Then you can use that to conduct accurate targeted advertising, while also helping prevent online fraud by detecting malicious activities.
Shape’s AI algorithm uses numerous first party data elements to match IP addresses to a physical address, using geo-location and website visitation data with a 95% confidence level. With IP target marketing you can serve ads directly to the devices in a household using compliant, cookie-free methodology.
That enables you to market to your target consumer or business audiences with more relevant, engaging, and personalized ads and messages for more successful marketing campaigns and lead generation. The company also uses its own proprietary ShapeIQ software reverse DNS lookup capability, which is fully compliant with all laws and regulations as a form of retargeting IP address tracking.
Kick Fire is another IP address targeting service utilizing its own proprietary IP address products to enhance your B2B account-based marketing, content personalization, account-level ad targeting, and much more. You can quickly learn the identities of the companies that visit your website, and upgrade the value of your Google and Adobe Analytics while also engaging with prospects at the right time in their buying journey to convert leads into actual sales. The data from Kick Fire is also human-verified and normalized, so you know you’re getting data you can trust.
IPQS provides deep analysis of IP addresses in any country in the world, and also reveal such helpful information as duplicate or fake users. That can help you prevent credit card fraud, minimize costly chargebacks, block unwanted bots, and detect VPNs, proxies, and high risk connections. With IPQS businesses can operate more efficiently and securely, and know which IP addresses they should focus their marketing campaigns and ad dollars on, to avoid wasted time, effort, and money.
Your GMS helps you take full advantage of IP address target marketing, so that you can be more creative, specific, and successful with each of your marketing and advertising campaigns. All you have to do is provide Your GMS with lists of previous or existing customers, or leads for new potential customers, as well as such things as your direct mail list, the addresses of your competitors, and zip codes of the people or businesses you want to target with your ads.
Expandi-Cyance is a leading provider of B2B intent data for businesses of all sizes and industries wanting to grow and expand their market share. Expandi Match DMP has created hundreds of ready-to-use IP address-based audience segments. You can now select and run highly targeted digital Advertising campaigns through your DSP of choice using those audiences. The self-service Expandi model gives you freedom and flexibility to reach those businesses that are your ideal prospects and tailor your messages to their needs to optimize all of your marketing campaigns with in-depth insight for optimum success.
The 6Sense company specializes in helping businesses identify buyer behaviors, interests, and engagements and then create personalized and effective interactions at every step of the buying process, which is unique to each buyer. Their AI-empowered IP address targeting technology and expertise results in industry-leading match rates and highly accurate and informative insights. They also match visitor activity back to accounts that are in-market and a best-fit for your business. The outcome is that you can use the data collected from analyzing your buyers and web traffic to market to them successfully and precisely across multiple devices, channels, and locations.
Solar Winds produces IT software designed to simplify and automate DHCP, DNS, and IP address targeting and verification management. You can use Solar Winds to easily automate IP address tracking and targeting processes, for a more effective use of your budget and less time and effort. Features you can take advantage of through Solar Winds include IP address alerting, troubleshooting, and reporting plus DNS support
for streamlining and automating IP address requests.
Fraudlogix is another IP address targeting company that helps to combat fraud, identify bots, and eliminate those money, time, and effort wasting elements in the digital world. The company works with many of the biggest ad exchanges and networks in the world, and offers free analytics with no volume limitations, same-day customer support, and a dedicated account management and technical support team. Fraudlogix gives its clients access to the most comprehensive IP address blocklist of non-human traffic in the industry, and lets them view IP addresses ranked based on the risk level they represent.
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Generating leads can be a challenge for any client, especially those in a niche market. And, coming up with a working strategy can take time. In 2021, ad impressions on Facebook increased by 34% (Siu, 2021). With this increase of activity in the Facebook Ads space, the opportunity to reach your next business lead becomes greater. Here are some best practices for generating quality leads that you can follow up on.
A whopping 28% of OG shoppers made their first ever online grocery order in March due to COVID19”1. These shoppers, who’ve adopted OG out of necessity, represent a new demographic in the space.
The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own. The landscape for grocery is rapidly changing. As retailers struggle to adapt, supplier marketing teams are often left to find innovative ways to drives sales and strengthen loyalty on their own...
Everyone talks about micro-moments and wants to win more of them. But these rich opportunities on the path to purchase are short lived and often elusive to marketers. So you need to be ready at the right time with the right solution, but how do you actually do it? In this week’s video we take […]
Location data is a shiny object, but marketers often get perplexed with how to start using it, or simply dive in without a plan. Yet the building blocks of a geofencing advertising strategy are super simple. So let’s look at 3 easy steps to jumpstart your geofencing strategy… 1. WHO IS YOUR AUDIENCE & WHAT DO […]
Chad Bingle, Director of Media here at Mediavision2020, sat down with Jarrod Davis and the 8th & Walton crew to talk about how to strategically develop a geofencing media campaign. Listen to the full podcast conversation or grab the notes below! Basic Elements of Geofencing Targeting location: Geofencing is targeting people based on […]