As a marketer, you know that the digital landscape is always changing. That’s why it’s important to make sure you’re equipped with the right tools every step of the way – no matter how rapidly things change. You want to ensure your strategies and tactics stay ahead of any changes in technology or consumer behavior, so what new marketing strategies should be in your toolbox in 2023?
Discover what industry leaders from Experian, Adweek, FreeWheel, Tubi, and Instacart had to say about what should be in every marketer’s toolbox in 2023 at Cannes.
Keep reading to learn the top four new marketing strategies you need in your marketing toolbox for 2023 and beyond.
1. A plan for signal loss
The first item you should have in your marketing toolbox is a plan for signal loss.
The phasing out of third-party cookies presents both a challenge and an opportunity. This shift not only poses challenges but also opens up opportunities for alternative strategies.
On the one hand, it makes it more difficult to track users across channels and measure the effectiveness of marketing campaigns. On the other hand, it forces marketers to focus on building relationships with their customers and collecting first-party data.
Consumer behavior is changing
When we consider signal loss in a traditional sense, we think of the implementation of iOS 14, where we couldn’t track click-based data from campaigns. It’s important to reflect on the fact that the paid media ecosystem needed to adapt to new consumer realities.
Younger demographics are less likely to click on ads and instead engage in video environments. They discover brands through platforms like TikTok or Instagram. It’s crucial to understand how people behave, where they discover products, and where influence takes place. This understanding becomes even more vital when targeting a young audience demographic.
Four things to consider when planning for signal loss
There are four things you should consider when building out a plan to address signal loss and fragmentation.
Channel diversification
You need to reach your customers on the channels where they are already spending time, such as social media, email, and your own website. You should work with platforms that have first-party data to understand how your customers interact with your brand.
Data privacy
You need to be transparent about how you are collecting and using customer data. You should also anonymize data whenever possible.
First-party data
First-party data is now more crucial than ever, awakening its importance in shaping our actions. The combination of channel diversification and first-party data will be essential in the years to come. By focusing on these two areas, you can build stronger customer relationships and create more effective marketing campaigns.
Contextual targeting
Contextual targeting is emerging as a viable method to deliver more relevant content to your intended audience.
By embracing signal loss, the alternative new marketing strategies that are emerging as a result, and adopting a privacy-centric mindset, you can navigate cookie deprecation.
2. Collaboration
The second item you should have in your marketing toolbox is collaboration within the AdTech ecosystem.
To address signal loss and changes in privacy, moving toward a more collaborative, holistic marketing ecosystem is key.
Two ways we can achieve better collaboration
Here are two ways we can create better collaboration in the AdTech ecosystem.
Enable interoperability
We should aim to create an ecosystem that fosters collaboration between marketers, publishers, advertisers, ad tech companies, and more. When we enable seamless interoperability, everyone can use the best data available.
Use clean rooms
We are witnessing a growing trend of collaboration between parties, where buyers and sellers share data in these secure environments. Clean rooms can help us develop data strategies in a controlled manner.
3. Generative artificial intelligence (AI)
The third tool you should have in your marketing toolbox is generative AI.
Benefits of implementing AI
There are three main benefits to implementing AI within your marketing strategy.
Enables creativity
Although AI and machine learning have long been part of our toolbox, this moment marks an extraordinary acceleration that expands our capabilities. Copywriters can now create visuals, and art directors can write compelling copy. It’s an extension of what we’re capable of, potentially alleviating the burden of repetitive tasks and enabling more time for collaboration, creativity, and strategic thinking.
By embracing generative AI, we can preserve valuable talent, prevent burnout, and invigorate the advertising industry.
Enables more personalization
The rise of personalization with AI has significantly increased the demand for tailored experiences. People now willingly allow AI agents to read their emails, hoping for quicker and easier responses. This shift signifies a change in the previous emphasis on privacy and consumer preferences. Consumers now see the value in exchanging personal information for more targeted services.
E-commerce has already witnessed this transformation with customized ads based on individual preferences and behaviors. For instance, if a CPG brand notices you’re not purchasing meat, they won’t serve you ads for meat products.
However, it’s crucial to strike the right balance between being useful and intrusive. Users want relevant information that aligns with their needs without feeling intruded upon.
As we navigate this path, we must ensure that personalization remains beneficial and respectful of user preferences.
Helps drive impactful results and customer satisfaction
The tool is a perfect analogy for improving your job performance and business operations. Having the right data input to feed the machine is crucial, just like using the right ingredients to cook a perfect meal. Keeping the consumer in mind throughout the process is key. You can ensure customer satisfaction by putting the right ingredients in and allowing the machine to work its magic. Scaling up, repeating, and refining the process will drive impactful results.
4. First-party data
The fourth item you should have in your marketing toolbox is first-party data.
Benefits of implementing a first-party data strategy
Moving from a third-party cookie world to a first-party cookie world brings about significant transformation. Here are two benefits of implementing a first-party data strategy.
Greater accuracy
The shift to first-party cookies ensures greater accuracy, enabling us to establish critical mass through secure partnerships. This empowers us to strengthen and refine our personalization capabilities, much like Amazon’s ability to anticipate customer needs before they arise. When you can predict and understand customer behaviors with remarkable precision, you can reach your customers with tailored and creative ads.
“Building a robust first-party data strategy should be a central discussion for marketers, involving key stakeholders such as CEOs and CMOs. Quality and precise data are paramount, and while first-party relationships with consumers form the foundation, even established brands benefit from strategic partnerships. Together, we can unlock the potential of accurate and meaningful data-driven marketing.”
jeremy hlavacek, cco, experian
Identify high-growth audiences
First-party data can help you identify audiences with the greatest growth potential, ultimately optimizing marketing dollars for greater efficiency.
Watch our Cannes panel for more new marketing strategies for 2023
We hosted a panel with Adweek in Cannes that covered what should be in every marketer’s toolbox this year. Check out the full recording below to hear from leaders at Tubi, Freewheel, Instacart, Adweek, and Experian.
Check out more Cannes content:
- Our key takeaways from Cannes Lions 2023
- Insights from a first-time attendee
- Exploring the opportunities in streaming TV advertising
- The future of identity in cookieless advertising
- Maximize ad targeting with supply-side advertising
Follow us on LinkedIn or sign up for our email newsletter for more informative content on the latest industry insights and data-driven marketing.
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With the back-to-school season approaching, marketers are preparing to engage both eager students and parents. Our Q&A video with Experian experts shares our predictions and tips for the 2024 back-to-school season so you can craft effective back-to-school marketing campaigns. From early campaign launches to the rise of online shopping and budget-conscious consumer behaviors, let’s explore what lies ahead and how brands and agencies can prepare. Watch the highlights from our video below. Three trends for the 2024 back-to-school marketing season Campaigns will start earlier We expect back-to-school marketing efforts to kick off earlier than usual. Brands will launch campaigns with special promotions to secure mind and market share ahead of competitors. Additionally, the traditional back-to-school season is extending, urging marketers to prolong their campaigns to capture the attention of consumers who are taking more time to make purchasing decisions. Online shopping will continue to rise The surge in online shopping during the pandemic has become a lasting trend – and is especially appreciated by busy parents seeking convenience. Brands should focus on enhancing online and mobile shopping experiences, including options for in-store pickup and delivery. Marketers should prioritize their online presence and optimize e-commerce platforms, including experimenting with shoppable ads on connected TV (CTV), to meet the needs of families shopping for back-to-school supplies. Budget consciousness is top of mind With inflation on the rise and tighter budgets at home, households are becoming more selective in their back-to-school spending. Marketers should align their efforts with value-driven products and prioritize advertising that resonates with these financial priorities. Strategies for brands and agencies Next, let's explore strategies brands and agencies can use to prepare for the upcoming back-to-school season. Brands First, we'll highlight three recommended strategies for brands. Maintain an evergreen presence Launch your back-to-school campaigns early and maintain a steady presence throughout the season. Experian's TrueTouchTM audience insights can guide your channel selection for maximum impact, helping you decide on key channels such as email, digital video, or specific social media platforms. Build loyalty programs that deepen customer relationships Use your customer data to create loyalty programs that foster stronger connections with your audience. By using insights from Experian, you can gain a holistic understanding of customer profiles and identify potential back-to-school prospects within your existing customer base. On average, Experian has 250 behavioral and demographic marketing attributes per individual, which means we can decorate households and people with marketing data to get a full customer profile and fill in any gaps you have on your audience. Prioritize value and convenience Offer flexible shopping options like in-store, online, and buy online, pick up in-store (BOPIS) to cater to busy families. Partner with services like Shipt or Instacart to streamline shopping experiences. Agencies Now, we'll share two ways agencies can effectively prepare for the back-to-school season. Engage early and extend your campaigns Initiate conversations with brands earlier to ensure timely planning and execution. Extend campaign durations to capture late-decision makers. Adapt your channel strategies Shift focus to digital channels like CTV and social media, aligning with evolving consumer habits and preferences. Experian works with major platforms, marketers, and agencies, which means we have existing partnerships across the ecosystem for you to connect with and bring your consumer data to life to meet your needs. Watch the full Q&A The 2024 back-to-school season promises new challenges and opportunities for marketers. By starting campaigns earlier, optimizing online experiences, and aligning with budget-conscious consumers, brands and agencies can position themselves for success. Watch our full Q&A video where our experts cover: Tactics we predict marketers will employ to navigate signal loss Which channels will be the most successful Recommended audiences for targeting And more! Watch now Latest posts
Marketing success can sometimes come in the most unlikely of combinations — reminiscent of a great chef crafting a delicious dish from ingredients rarely used together. In advertising, this type of outside-the-box thinking can give you a competitive advantage over peers who are operating within the normal limits. In this blog post, we will explore how both financial and non-financial advertisers can use consumer financial marketing data in their ad campaigns to connect with the right consumers. This type of strategic thinking will make campaigns more effective, resonate more deeply with audiences, and turn your chicken into coq au vin. Background on Financial Audiences FMCG Direct, a Deluxe company, in partnership with Experian, has developed financial audiences that deeply understand consumer financial behavior. These audiences are not just static lists of potential customers but are constantly updated to provide a multi-dimensional view of consumer financial habits, including investing, borrowing, credit card preferences, and more. Central to this effort are Consumer Financial Insights®, Financial Personalities® and ConsumerSpend® models. These tools are built utilizing a combination of FMCG Direct, a Deluxe company in-depth consumer research, sophisticated clustering techniques, and Experian's extensive consumer marketing data. FMCG Direct, a Deluxe company financial audience segments The Financial Personalities® segments categorize consumers based on their financial behaviors and preferences, dividing them into distinct categories such as insurance, credit card usage, and investment habits. This allows for a targeted approach considering each consumer's unique financial behavior and potential needs. Meanwhile, Consumer Financial Insights® segments offer a detailed and tiered view of a consumer's economic status, including insights into household deposits, investable assets, net assets, and the likelihood of mortgage refinancing, all categorized into specific tiers to reflect varying levels of wealth and investment. Lastly, ConsumerSpend® segments provide a look at how and where a household allocates their disposable income. Broken up by nine unique categories, marketers can better understand where people are spending their money each year. These predictive segments are built through extensive research, surveying over 25,000 consumer households across the United States. Each household's financial profile encompasses a wide array of data points, such as total household assets, deposit balances, and investable assets. The result? A granular understanding of consumer financial behaviors, which marketers can use to tailor their financial services offerings. However, the potential applications of these insights extend far beyond the confines of financial products and services. Here are some ideas to help you get started. Advertising campaigns for travel and leisure Launch campaigns that precisely cater to different consumer segments' unique financial personalities and spending behaviors. Credit Card Financial Personality: Launch digital ads for luxury travel experiences tailored to consumers known for extensive credit card usage in travel, capitalizing on their affinity for high-end leisure activities. Deposits (Bank) Financial Personality: Implement advertising campaigns for budget-friendly travel options tailored to consumers with modest bank deposits and prudent spending habits. These ads could highlight affordable vacation packages, discount travel deals, and value travel bundles, catering to those prioritizing cost efficiency and practical travel solutions. Ideas focusing on home improvement and decor Craft advertising campaigns aimed at audiences with modest net worth, using insights into their financial profiles to promote accessible and essential products and services. Net Asset Score (Lower Tiers): Develop ad campaigns for cost-effective home improvement services and budget-friendly home appliance options, targeting consumers whose net asset scores indicate more modest financial resources. These ads should highlight the products' durability and energy efficiency, appealing to the consumers' need for long-term savings. Discretionary Spend – Home Furnishing: Design ad campaigns for upscale home furnishing collections, targeting audiences with significant discretionary spending power. These ads should spotlight your home furnishings' premium quality, sophisticated design, and superior craftsmanship, appealing to consumers' tastes for luxury and exclusivity. Campaigns for consumers in entertainment Execute targeted advertising campaigns designed for consumers with high disposable income, utilizing insights from their net asset and investable asset scores. Net Asset Score (Higher Tiers): Launch advertising campaigns for premium entertainment experiences, including exclusive concert seats, backstage passes, and custom festival packages. Target consumers whose net asset scores suggest significant disposable income to ensure your promotions reach the most likely attendees. Discretionary Spend — Entertainment: Design advertising campaigns for high-profile music and entertainment events, focusing on individuals known for their significant expenditures on entertainment. Create promotions that resonate with their lifestyle, emphasizing the connection between a vibrant social life and exclusive entertainment opportunities. As you can see by understanding and utilizing the nuances of financial data, advertisers can create highly targeted, relevant, and effective campaigns across various sectors. This approach exemplifies the innovative spirit of audience usage, proving that with a bit of creativity, data applications are as limitless as our imagination. Financial Personalities and Consumer Financial Insight audiences and their in-platform names Find these syndicated audiences in your demand and supply-side platform of choice. Insurance financial personality – Audiences to help understand a consumer's behavior and confidence in their ability to find the right life insurance. Financial Personalities > Insurance Financial Personality Credit card personality – Used to identify consumers based on their credit card usage and behaviors. Financial Personalities > Credit Card Financial Personality Deposits financial personality – These audiences include consumers who are likely to look for bank offers based on their spending behaviors. Financial Personalities > Deposits Financial Personality Investments financial personality – Audiences to help understand a consumer’s comfort and behaviors with making financial investments. Financial Personalities > Investments Financial Personality Home equity financial personality – Audiences to help understand a consumer’s home equity circumstances and behaviors. Financial Personalities > Home Equity Financial Personality Mortgage financial personality – Audiences to help understand a consumer’s behavior and preferences with mortgages. Financial Personalities > Mortgage Financial Personality Investable assets (FLA/Fair Lending Friendly)* – Audiences that include consumers who have available investable assets in seven total tiers with Tier 1 being the highest, and Tier 7 being the lowest. Consumer Financial Insights > Investable Assets Net asset score (FLA/Fair Lending Friendly) – Predict a consumers likely net asset score ranging from less than $25,000 to over $5,000,000. Consumer Financial Insights > Net Assets Score (Net Worth) Discretionary spend – Predicts the annual discretionary spend for the category listed in the audience.Consumer Financial Insights > Discretionary Spend – Travel Consumer Financial Insights > Discretionary Spend – Jewelry Consumer Financial Insights > Discretionary Spend – Home Furnishings Consumer Financial Insights > Discretionary Spend – Entertainment Consumer Financial Insights > Discretionary Spend – Electronics Consumer Financial Insights > Discretionary Spend – Education Consumer Financial Insights > Discretionary Spend – Donations Consumer Financial Insights > Discretionary Spend – Dining Out Consumer Financial Insights > Discretionary Spend – Total Consumer Financial Insights > Discretionary Spend – Clothing/Apparel Household deposits/balances (FLA/Fair Lending Friendly) – Audiences that include households that have bank deposits balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Household Deposits/Balances Investment Balances (FLA/ Fair Lending Friendly) – Audiences that include consumers who have an investment balance in six total tiers with Tier 1 being the highest, and Tier 6 being the lowest. Consumer Financial Insights > Investment Balances Mortgage refinance (FLA/Fair Lending Friendly) – Predicts the likelihood the consumer is to refinance their mortgage. Consumer Financial Insights > Mortgage Refinance Footnote * “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Latest posts
This summer’s games in Paris represent an extraordinary opportunity to connect with sports audiences on a global scale. As we anticipate this momentous event that happens once every four years, it’s clear that the passion and excitement surrounding sports are more vibrant than ever. With one billion viewers expected to tune in, now is the time to take advantage of the fervor of sports fans and tailor your strategies to resonate with this audience. In this blog post, we’ll explore audience segments that can maximize the impact of sports and influencer marketing campaigns, drawing inspiration from the anticipation of this summer’s games. What are the benefits of advertising in sports? Before we explore these audience segments, first let’s review three benefits of advertising in sports. Increase product awareness Sports viewers are less likely to skip commercials, so you can increase product awareness by reaching more engaged consumers. Reach current customers during sports games to remind them of your products and inspire more purchases. Build a strong connection with dedicated fans Fans exhibit unwavering loyalty to their teams, staying dedicated whether their team wins or loses. This loyalty is highly beneficial for brands, as loyal fans are not only enthusiastic spenders but also form lasting, meaningful connections with the brand. Improve audience targeting Live sports are now available to watch on many streaming services like Peacock and Amazon, allowing marketers to better choose and target audience segments across connected TV (CTV) to deploy more personalized ads – something that is limited with traditional TV sports broadcasting. When you work with Experian, you work with the #1 ranked data provider that gives you access to demographic and behavioral targeting that allows you to reach consumers based on who they are, where they live, and what they do. To fully take advantage of the benefits of sports advertising, here are the audience segments we recommend targeting to drive engagement and conversion. Sports fans Harnessing the enthusiasm of sports fans can drive powerful engagement and brand loyalty. Align your campaigns with major sporting events, teams, or athletes to tap into the emotional connection fans have with their favorite sports or countries. Here are 10 audience segments that you can activate to target sports fans: Likely to be a sports enthusiast: Lifestyle and Interests (Affinity) > Activities and Entertainment >MLB EnthusiastsNASCAR EnthusiastNBA EnthusiastsNFL EnthusiastsNHL Enthusiasts PGA Tour Enthusiasts Travels to see professional sports: Travel Intent > Activities > Professional Sports Event NEW! Pickleball enthusiast: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Pickleball Enthusiast NEW! Wilderness sports and camping enthusiasts: Retail Shoppers: Purchase Based > Outdoor Activities > Wilderness Sports and Camping Enthusiasts Worldview WorldView offers immediate access to essential demographic and consumer data using advanced satellite technology and machine learning. Marketers planning campaigns ahead of this summer’s games can use WorldView to understand their audience, optimize distribution, and identify untapped market areas across 90 countries. With WorldView, you can benchmark performance, visualize customer data, and create a consistent global audience strategy for digital activation. This comprehensive solution provides valuable insights for location planning, data enrichment, and targeted digital advertising, without relying on personal information, making it ideal for geo-targeted marketing approaches. Sporting events and travel beyond this summer’s games While this summer’s games are a major draw, there are still many sports fans who may prefer events that aren’t connected to the summer games during this time. You can pair our Travel Intent > Activities > Professional Sports Event audience with our Lifestyle and Interests (Affinity) > Sports and Recreation > Sports Enthusiast audience to target individuals who have expressed interest in attending sporting events or traveling for sports-related activities. We can deliver our syndicated audience segments to 30+ activation platforms, which means we have a solution however you want to consume and use our data. Sports spectators Enhancing the experience of sports spectators can create memorable moments and lasting impressions. Target individuals interested in attending sporting events, promote ticket sales, VIP experiences, and exclusive merchandise to elevate their game-day experience and foster a sense of belonging within the sports community. Here are 7 audience segments that you can activate to target sports spectators: Interested in sports: Lifestyle and Interests (Affinity) > Sports (FLA / Fair Lending Friendly)*Baseball (FLA / Fair Lending Friendly) Football (FLA / Fair Lending Friendly) Visits sports venues: Mobile Location Models > Visits >College Sport VenuesNFL Stadium VisitorsUniversity Stadium College Football Visitor MLB Stadium Visitors You can also develop targeted advertising campaigns promoting travel packages or hotel deals around Paris. Highlight proximity to this summer’s games, special experiences, or exclusive offers for travelers during this summer’s games season. By targeting specific travel preferences and behaviors, you can capture the attention of individuals planning trips around this summer’s games. When you work with Experian, you work with a single data provider that gives you access to audiences across multiple verticals and categories like travel and retail. Sporting goods shoppers You can use Experian audiences to reach consumers interested in sports and fitness ahead of the summer games. Targeting individuals in the market for sports equipment and apparel can help you reach those actively seeking sporting goods. By focusing on this segment, you can increase conversion rates and optimize ad spend by reaching an audience already inclined toward sports and fitness shopping. Here are 6 audience segments that you can activate to target consumers who are spending on sports apparel: NEW! Wears athleisure: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Athleisure Sportswear Apparel Women's activewear high spenders: Retail Shoppers: Purchase Based > Apparel > Women's Activewear / Yoga: Online High Spenders Men's activewear high spenders: Retail Shoppers: Purchase Based > Apparel > Men's Apparel (Clothing): Men's Activewear: High Spenders Athletic footwear high spenders: Retail Shoppers: Purchase Based > Apparel > Footwear (Shoes): Athletic Footwear: High Spenders Golf equipment frequent spenders: Retail Shoppers: Purchase Based > Sporting Goods, Apparel > Golf Equipment, Apparel, Entertainment Frequent Spenders Sporting goods shoppers: Mobile Location Models > Visits > Sporting Goods Shoppers Athletes For brands catering to athletes and sports enthusiasts, targeting active players is crucial. Offer products, training tips, and motivational content that inspire and empower them to excel in their chosen sports. Here are 5 audience segments that you can activate to target athletes: Likely to play sports: Lifestyle and Interests (Affinity) > Sports and RecreationPlays HockeyPlays Soccer Plays Tennis Likely to play golf: Lifestyle and Interests (Affinity) > Activities and Entertainment > Play Golf NEW! E-motion riders: Retail Shoppers: Purchase Based > Outdoor Activities > EMotion Riders E-Scooters E-Bikes E-Skateboards Influencer marketing campaigns Collaborate with influential athletes or sports personalities to create sponsored content that resonates with sports fans. You can pair our Social media heavy user audience with our Likely to be a sports enthusiast and TrueTouch conversion channel audiences to reach those who are likely to be influenced by endorsements from celebrities or athletes. Targeted advertising in sports with Experian audiences By using Experian's syndicated audiences in sports advertising, you can reach sporting goods shoppers, passionate sports fans, active players, and enthusiastic spectators. Our deep understanding of people in the offline and digital worlds provides you with a persistent linkage of personally identifiable information (PII) data and digital identifiers, ensuring you rich insights, accurate targeting across devices, improved addressability, and measurable advertising. Just as athletes strive for excellence, with the right approach, your advertising in sports initiatives will stand out as champions in the arena of consumer engagement. Can’t find the audience you’re looking for or need a custom audience? Connect with our audience team for more information. Connect with our audience team You can activate our syndicated audiences on-the-shelf of most major platforms. For a full list of Experian's syndicated audiences and activation destinations, download our syndicated audiences guide. Check out other seasonal audiences you can activate today. View now Footnote * “Fair Lending Friendly” indicates data fields that Experian has made available without use of certain demographic attributes that may increase the likelihood of discriminatory practices prohibited by the Fair Housing Act (“FHA”) and Equal Credit Opportunity Act (“ECOA”). These excluded attributes include, but may not be limited to, race, color, religion, national origin, sex, marital status, age, disability, handicap, family status, ancestry, sexual orientation, unfavorable military discharge, and gender. Experian’s provision of Fair Lending Friendly indicators does not constitute legal advice or otherwise assures your compliance with the FHA, ECOA, or any other applicable laws. Clients should seek legal advice with respect to your use of data in connection with lending decisions or application and compliance with applicable laws. Latest posts