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Maximizing the Value of Data : Email vs Paid

Paid impressions stand as a critical investment for businesses seeking to amplify their online presence. However, the true value of these impressions doesn't just lie in the immediate visibility they provide; it's in the rich data they generate.


While paid impressions are a cost, they are also an investment into invaluable data. When used wisely, this data can significantly enhance marketing strategies, improve customer targeting, and ultimately, drive more revenue. The key is to continuously learn from the data, adapt strategies accordingly, and always aim for a higher return on investment.


How & Why

Data is quantitative (provided you have budget) and qualitative (provided your targeting is on-spot). This dual nature from paid impressions offers a comprehensive overview of both the scale and the subtleties of your advertising efforts.


A rich blend of quantitative and qualitative data from paid impressions offers a nuanced understanding of advertising effectiveness. This dual approach, enables marketers to not only track and measure success in concrete terms but also to delve into the deeper, often more impactful aspects of user behaviour and preferences. Harnessing both types of data leads to more strategic, user-centric, and ultimately successful advertising campaigns.


By analysing which aspects of an awareness campaign resonated with the audience, you can tailor your acquisition campaigns to those interests. For instance, if a particular product feature or value proposition received high engagement during the awareness phase, it can be highlighted in acquisition campaigns.


  • Segmentation for Activation: Data from awareness campaigns can help segment audiences based on their engagement levels. This allows for personalized activation campaigns that speak directly to the interests and needs of different audience segments.

  • Behavioural Triggers: For example, if certain users interacted more with educational content about a product, an activation campaign can target them with detailed product demos or trial offers.

Data from awareness campaigns is invaluable for driving more focused acquisition and/or activation strategies, then referral. By understanding and segmenting your audience based on their engagement, you can create personalized and effective campaigns. For referral strategies, the key is identifying and mobilizing your brand advocates, personalizing referral incentives, and creating a seamless sharing experience.


To illustrate more in-depth, we wanted to give you a metaphor.


Imagine your paid impression ads like they are emailing flows.


Each email you send is like a part of a dialogue. You're not just talking at them; you're paying attention to how they respond and adjusting your next move accordingly.


Let's say you send out a first email – this is your awareness stage. You're introducing your brand or a product. Now, not everyone is going to open this email, right? That’s where the data comes in. You can see who opened the email and who didn’t.


If they didn’t open it, you might think, "Maybe the subject line didn’t catch their eye." So, you try a different approach with a follow-up email. This is like creating other creatives, changing targeting, etc...


If they opened the email, which means something caught their interest. But maybe they didn’t take any action, like clicking a link or making a purchase. So, your next email to them should build on that initial interest. It's like if you're telling a story and someone seems interested, you'd naturally want to tell them more to keep them engaged. This is structuring secondary actions for follow-up.


Like any good conversation, what matters is how you follow up on that first impression.


Let's say you run an ad, and you notice that it's getting a lot of views, but not many clicks. That's like telling a story and noticing people are listening but not engaging much. Maybe you need to change the story (or in this case, the ad) to make it more engaging.


And if they do click?

That's where targeted follow-ups come in. You use the data from those initial impressions to segment your audience. Some people might need more information or a different angle to be convinced. Others might be on the verge of buying and just need a little nudge.


You can also create exclusions to make sure you are not targeting people who already bought, who have seen the ad too many times, and more. This is called making an audience 'dynamic'.


So it's all about structure?

The data from your paid impressions guides you on how to start the conversation (awareness), keep it going (acquisition), and lead it to a meaningful conclusion (activation). It's a continuous process of learning and adapting, ensuring that your message resonates with your audience every step of the way.



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