Good morning Marketer, will your audience strategy look different after COVID-19?
Across the nation, businesses are getting back into the swing of things as the number of coronavirus cases continues to downtrend. But even so, life in a post-pandemic world will be different – and marketers may find that the audience segments they used before the global crisis are no longer reliable.
While rebuilding audience strategies, marketers are increasingly leaning on location data to help inform how people are engaging and where they’re shopping now. Those strategies become more effective when layered with economic and psychographic information to build diverse target audiences, said PlaceIQ’s Duncan McCall and Foursquare’s David Shim, during a local intelligence session of Live with Search Engine Land last month. As businesses reemerge from the pandemic, examining location data in combination with external trends can help pinpoint shopping behavior changes and guide new segmentation strategies – all while helping to deliver more precise messaging and targeting.
Once you’ve refreshed your audience strategy, maintaining, optimizing, and nurturing that data is the next step – and it’s where a customer data platform (CDP) comes in handy. At a time when the need to tie together customer data is more urgent than ever, CDPs can help reduce ad spend, drive revenue and build trust with customers.
During her Discover MarTech presentation in April, Elizabeth Marshall, director of solutions consulting at Tealium, addressed all the ways a CDP can help brands better engage with their audiences to deliver personalized experiences in real-time – even in the face of so much disruption. Marshall outlined three specific marketing use-cases for CDP deployment: Creating cost-saving measures, delivering revenue growth, and building trust with your customer base.
There’s more to read below, including an update on a new ad unit from Snapchat.
Taylor Peterson
Deputy Editor
