Today’s marketing world has become increasingly complex and confusing.
We can feel inundated with the constant flood of new terms and acronyms that to the non-marketer seem as if we’re occasionally speaking Klingon and maybe we are (I haven’t checked the Klingon dictionary lately). While new digital technologies have revolutionized how we do business, our objective still remains to simply win that business. With that said though, it cannot be understated just how important marketing tech is to retain a competitive edge in your company and industry.
Spray and Pray? Not so much.
The old traditional “spray and pray” method of broadcasting your brand’s message in hopes the right customer will see it is now officially dead.
Why? Because we’ve gained the ability to deliver in real time, hyper-relevant content to only those possible buyers who are showing a significant, measurable interest in your brand. They are literally ‘binge-watching’ information about your product and we can see these behaviors and then message directly to them.
Key to know: This represents a fundamental change in the relationship between media, marketers and consumers. It is the Holy Grail of marketers and is now in (y)our hands — we can target our messaging and efforts only to those consumers who are interested in (y)our product.
Here are the two critically important things that make it possible:
- IP Address Targeting that delivers an identifier that works across all devices. The IP address contains three necessary elements of tracking data: (1) the device IP address, (2) unique device information and (3) the page of content that was served. This combo platter uncovers content that has been consumed and boils it down it to a fairly certain view of the consumer and a specific device that we can then send that ‘must read’ messaging to. Not just those consumers who have visited your site, but across the entire Internet.
- Real Time Bidding or RTB (sorry for the acronym) or, exchanges that cover the sum of all web search terms. Finding and listing these ‘searched for’ terms gives us a clear link to a prospect’s topic or product of interest.
A Note About Cookies: While cookies and target demographics have claimed to be the Grail for some time, we now know that while they may be great for snacks and desserts, they have become mere junk food for marketers. The reason for this is that advances in cookie blocking / disabling software have rendered them all but useless. And when you pause and think about it, ad blocking is no more than simple human nature to want to dump information we find irrelevant or annoying.
The technology we deploy leapfrogs the now somewhat quaint cookie-reliance through the processing of literally billions of daily records of real, consumed (searched/read) web information, resolving or refining those against a matching topic or category of interest and then connecting it back to the specific, active devices (smartphone, laptop, tablets, etc) through geo-targeting. We can actually identify, with high likelihood, identified-purchaser-web-behavior down to a specific Zip+4 location (hyper-local) and device. Put simply: we can now deliver the exact right message to an interested party who has shown us they want this info.
From here on, we can continue to send timely, meaningful information to only this person at precisely the right spot on his/her own, unique customer journey. Our focus has been and should always be: potential buyers who are actively looking for (y)our products and then delivering the best possible user experience we can. Putting that simple thought first drives better outcomes all the way around.
Because the world of people and products is ever faster / ever evolving, savvy marketers must constantly scan the purchase trend horizon to keep ahead of competition. The edge that Harvest Strat offers comes from the unbeatable combination of fully vetted but brand-new tools as described above. It is now within a marketer’s grasp to act on information that puts one upstream of buyer product searches, very often before that intent is even revealed to the greater market.
This is truly one-to-won marketing and is for the first time based on the actual buying intent of the user.