August 10, 2020

Why Segments Matter In Your Digital Marketing Mix

Atul Patel, COO
August 10, 2020

Why Segments Matter In Your Digital Marketing Mix

Atul Patel, COO

We’ve all gone shopping online, whether it’s on your phone, your computer, or on a tablet. I’m sure you’ve also seen advertisements that are similar to the brand or even related products to ones you’ve been researching. What’s happening is that you’ve been segmented into a custom audience for personalized retargeting.

Now, I have three kids at home. And if you know this generation of kids, you also know that they’re on YouTube watching gameplays, toy unboxings, and whatever else that entertains them. But my kids know that every video you watch can alter their entire feed thus causing them to be extremely protective of their accounts. They know that making one mistake in the algorithm will ruin their entire experience on YouTube. This is in part how segments work in everyday life.

In a previous article written by Orbee’s CEO, Daniel Kim, he went through the whats and hows. I’m going to tell you why you really need to be involved in your segmenting process. You should be creating segments that are specific to your dealership and using these segments to get the shoppers into the showroom. So, ask yourself these questions: 

  • Is there a platform where I can see where the segments are being dropped?
  • How are these segments being used in my retargeting efforts?
  • How do I make meaningful connections with my customers?

Diving deeper into who your shoppers are

We’ve all gone shopping online, whether it’s on your phone, your computer, or on a tablet. I’m sure you’ve also seen advertisements that are similar to the brand or even related products to ones you’ve been researching. What’s happening is that you’ve been segmented into a custom audience for personalized retargeting.

Now, I have three kids at home. And if you know this generation of kids, you also know that they’re on YouTube watching gameplays, toy unboxings, and whatever else that entertains them. But my kids know that every video you watch can alter their entire feed thus causing them to be extremely protective of their accounts. They know that making one mistake in the algorithm will ruin their entire experience on YouTube. This is in part how segments work in everyday life.

In a previous article written by Orbee’s CEO, Daniel Kim, he went through the whats and hows. I’m going to tell you why you really need to be involved in your segmenting process. You should be creating segments that are specific to your dealership and using these segments to get the shoppers into the showroom. So, ask yourself these questions: 

  • Is there a platform where I can see where the segments are being dropped?
  • How are these segments being used in my retargeting efforts?
  • How do I make meaningful connections with my customers?

Diving deeper into who your shoppers are

We all try to take the easy way out and pump ad dollars into search advertising and do whatever it takes to get traffic to your website. But blindly putting dollars into advertising can only get you so far. What you really need to be doing is to start looking at your shopper data and using that data to create relevant content for worthwhile customer relationships.

eMarketer found that 42.4% of marketing professionals in North America want the key focal point for marketing to be the development of audience insights for segmentation and targeting. Using segments is the easiest way to get to know your shoppers, completely hidden in plain sight. It’s time to pay close attention to your shoppers and harness the power of segments. 

With digital marketing, it heavily relies on technology. So with questions regarding technology, you need answers with technology. Sometimes, we set up segments separately on Google and Facebook Ads. Why do you need to go on two separate platforms to implement segments? You’re going to have users coming from every channel, and having to go through each location to place the same segments is a tedious task. What you need to do is find a platform that allows you to segment customers using one pixel and send that data to your Facebook and Google Pixels. You’re already dropping segments to buy ads, but having systems in place that don’t know how to use the media will be inefficient in your digital marketing.

The next task requires being able to take that data and knowing how to retarget your shoppers. You need to create the right segments for your dealership and place your customers into them. And beyond that, you need to create custom audiences that correlate with your business’ goals.

Bringing the segments to life

After creating segments, putting them together, and creating audiences for retargeting campaigns is the next step. Segments create the visibility you need to execute personalized ads that bring you closer to your shoppers. eMarketer finds that 31% of people believe that data-driven personalization is effective, yet 63% believe that it’s a difficult tactic to execute. However, contrary to what marketers believe, it’s much easier to implement than you’d think. To get started, you need to gather your marketing, sales, and BDC team to discuss what needs to sell and what you need to do to meet those goals.

Optimizing the usability of segments

Let’s say you have a special offer for new vehicles. These shoppers that see the special offer will begin browsing your site. Some will visit your site multiple times, some will be looking for financing, and others will be looking for a trade-in. All of these shoppers meet the “special offers” segment. But beyond that, you need to create audiences that are in-depth for your dealership to create more relevant advertisements for your shoppers. Remember that you will need at least 1,000 visitors to meet these segments for both Google and Facebook to create these custom audiences. You need to choose segments that make the most sense for your dealership along with those that can meet that requirement.

So what do you do? Think about what you’re trying to advertise and what you’re planning to spend. You want to sell new vehicles to those that want a special offer. If your goal is to sell a new vehicle to those who were looking for a good deal, you need to bid on visitors who have been on your site greater than five times. Why? Because they keep coming back, which means they’re more than likely ready to purchase a car. And with that, you have a custom audience that includes three segments: new vehicles, special offers, and visited your site more than five times ready to be targeted on cross-platforms.

Evolving in a cookie-less world

Right now, marketers use browser cookies to follow the shopper’s journey on the website. The problem with cookies is that shoppers have started to opt-out of browser cookies being tracked due to recent privacy laws and web browsers blocking third-party cookies. Some of you may think this is an issue because we currently rely on cookies to create these segments and audiences for advertising. 

Retargeting still works without cookies. Maybe even better. Think about it like this. When visitors enter your site, they’re going to have the option to enable cookies. If these shoppers have intent to purchase, they’re going to accept. With their consent, you can tailor your marketing campaigns to match what they’re looking for. Not only does this provide you with more dependable first-party data, but it also leads to more trust with the brand. More trust leads to commitment, which will give you solid leads with lifelong customers.

Now that we know that retargeting works without cookies, the solutions to this problem are simple:

  • People-based targeting 
  • Phone calls

People-based targeting

Let’s say you have a special offer for new vehicles. These shoppers that see the special offer will begin browsing your site. Some will visit your site multiple times, some will be looking for financing, and others will be looking for a trade-in. All of these shoppers meet the “special offers” segment. But beyond that, you need to create audiences that are in-depth for your dealership to create more relevant advertisements for your shoppers. Remember that you will need at least 1,000 visitors to meet these segments for both Google and Facebook to create these custom audiences. You need to choose segments that make the most sense for your dealership along with those that can meet that requirement.

So what do you do? Think about what you’re trying to advertise and what you’re planning to spend. You want to sell new vehicles to those that want a special offer. If your goal is to sell a new vehicle to those who were looking for a good deal, you need to bid on visitors who have been on your site greater than five times. Why? Because they keep coming back, which means they’re more than likely ready to purchase a car. And with that, you have a custom audience that includes three segments: new vehicles, special offers, and visited your site more than five times ready to be targeted on cross-platforms.

Evolving in a cookie-less world

Right now, marketers use browser cookies to follow the shopper’s journey on the website. The problem with cookies is that shoppers have started to opt-out of browser cookies being tracked due to recent privacy laws and web browsers blocking third-party cookies. Some of you may think this is an issue because we currently rely on cookies to create these segments and audiences for advertising. 

Retargeting still works without cookies. Maybe even better. Think about it like this. When visitors enter your site, they’re going to have the option to enable cookies. If these shoppers have intent to purchase, they’re going to accept. With their consent, you can tailor your marketing campaigns to match what they’re looking for. Not only does this provide you with more dependable first-party data, but it also leads to more trust with the brand. More trust leads to commitment, which will give you solid leads with lifelong customers.

Now that we know that retargeting works without cookies, the solutions to this problem are simple:

  • People-based targeting 
  • Phone calls

People-based targeting

As I visit a new website, there are options to log in with Facebook, Google, and Apple. These platforms give the promise of privacy and the ease of login because chances are, the user already has an account. This option immediately enables dealers to obtain identification and data from the visitor. It’s also a valuable tool for sites because users who log in have more intent to purchase. They trust you enough to log in, and they are looking to buy a car, so they’re ready to save their interests using their account.

Apple does a great job with this. In their most recent WWDC keynote, they announced an additional layer of privacy that further prevents companies from tracking users. Some may think that Apple’s new sign-in option will prevent companies from using their tracking abilities for advertising, but in reality, it’s the solution that marketers need to continue to serve personalized advertisements even in a world without browser cookies.  

Your dealership could even choose to have shoppers create an account for rewards and updates for special offers. Pop-ups offering a 10% off coupon as they browse retail websites if they provide an email address are also an option to give dealerships visibility of people without the need to track cookies. Regardless, even in a cookie-less digital world, there are still plenty of methods to continue serving personalized content. 

Getting on the phone with customers

I’m not going into extreme detail about call tracking. But if you want to check out the previous article I wrote on call tracking, check out this article. Where I’m getting at with this is that you need to implement call tracking to track all kinds of offline and off-site data about your shoppers. Those that have questions about a special offer, a vehicle, or a service you’re offering is going to call you. 

It’s the easiest way to get information about your shopper because they’re the ones calling in. You need to be the one taking down the information in your CRM and using this information to get them to the dealership.

Conclusion

We talk about retargeting shoppers in digital marketing all the time, but the importance of making the segments specific to your dealership and its goals is crucial. You need to understand your customers and what their shopping behavior and preferences are to provide them with a personalized shopping experience. Without segments, it’s going to be difficult to create the right content for your shoppers. 

For now, cookies should remain at the core of your retargeting strategies. But as we move to a cookie-less world, it’s important to test out new strategies. Implementing various sign-in options gets you ahead of the cookie problem and brings you valuable first-party data.

If you want Orbee to create automotive segments for your dealership, we can do that for you. You don’t need to do ads with us, we’ll create segments via the Orbee script for you to use in your Facebook and Google Ads.

Make better data-driven decisions

Analyze customer pattern behaviors on sites and integrate the data with advertising platforms to push segment-based marketing

Make better data-driven decisions

Analyze customer pattern behaviors on sites and integrate the data with advertising platforms to push segment-based marketing
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