best practices for your holiday marketing campaign!
TRANSCRIPT
Our Strategy
Prospect
Retarget
Reactivate
DA Holiday Marketing Strategy
Email Programmatic
Paid Media
Social Media
Creative
Contextual Email Solution
Competitor Conquesting
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CRM Reactivation
Generate Repeat Purchases + Increase Customer Loyalty
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Customer Match
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DA Social Platform
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Holiday Strategy Matrix
Audience Reach Competitor Conquesting Dynamic Site Retargeting CRM Activation
Desktop Displayand/or Video
• Intent-based targeting with top programmatic capabilities
• Behavioral and page category, keyword contextual, search retargeting, demographic, psychographic, spending behavior
• Machine learning combined with analyst optimization
• Target placements where competitors are mentioned (articles, reviews, blogs, forums, etc.)
• Users that have made purchases with your competitors in the past
• People that are searching competitor brands
• Target users that visited your website but did not purchase. Bid strategy based on recency of visit, time on site, pages viewed, and progression through conversion path.
• CRM data ingestion and transformation to targetable digital signatures
• Segmentation for messaging• Programmatic optimization to
identify most receptive segments
Social
• Targeting strategy includes use interests, affinities, behaviors, and demographics
• Audience extension based on responders• Multi-variate creative testing
• Competitor followers• Affinity for competitor brands• Installed app category targeting
• Retarget site visitors on Facebook, Instagram, and Twitter
• Target dormant customers on Facebook and Instagram with custom offers for re-engagement
Mobile• Behavioral and contextual intent signals• App category targeting• Audience demographics
• App to app retargeting focused on inactive users that have installed mobile app• Data segmentation and bid strategy development• Creative segmentation and message sequencing
• Publication and category targeting• Email context and subject targeting (keywords
appearing in the body of the email)• “From” domain targeting
• Target users that are receiving emails from your competitors
• Upload hashed email CRM file to target segmented users across third party newsletters
Native
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Appendix
WHO• Tommy Bahama
WORK• Direct Agents created a custom
landing page with form fields for name
and email. As an incentive for signing
up, the landing page offered $50 off a
$100 purchase. After users interface
with the initial sign-up page, they were
taken to a “thank you” page which
encouraged the customer to use their
exclusive limited time discount code to
redeem either in-store or online.
WHO• Grand Canyon University
WORK• Direct Agents built a custom mobile-
responsive email for qualified
candidates interested in attending
Grand Canyon University. Viewers
who clicked through the email were
taken to an informative landing page
which captured leads for GCU.
WHO• Scholastic
WORK• Direct Agents designed and
implemented a mobile-responsive
landing page for the Scholastic
Classroom Library leveled reading
program using optimized SEO content
and a unique layout & interface that
was in line with current branding
guidelines and integrated with an
existing website.
WHO• Covenant House
WORK• Direct Agents developed and
produced hundreds of static
banner ads served up by a
multivariate testing platform to
weed out the least effective
options, resulting in a highly
efficient and optimized
advertisement.