A guide to display CRM via DSP’s

Posted: May 15, 2013 in CRM, Display, Guides
Tags: , , , , ,

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Using a DSP on a self service basis lets you set your own rules and strategy structure therefore site remarketing strategies should be completely separate from prospecting. It’s essential to separate them as the KPIs and strategy between prospecting and CRM are so different (similar to brand and generic search) – it’s a classic way of how a lot of ad networks used to over represent the real prospecting display results by including remarketing strategies within prospecting campaign results.

From remarketing site visitors who have bounced, to remarketing high value customers, the set-up should be bespoke to the segment. The further you get in the user journey, the less cookies there will be allowing you to be able to afford to be more aggressive as there’s less risk of budget getting out of control, also the further your customers get in the journey, the more you want to keep them (as their value increases):

Let’s start with remarketing people who have visited but not registered their details – a tight frequency should be implemented and reasonably low CPM.

Dependent on your user journey you should then split out your remarketing strategies by segment (which should all be list in your cookie CRM database) eg. Age, gender, country, product, user level – as the segment becomes more valuable to your business, the frequency cap should be loosened and CPM increased.

As well as the media strategies, the likes of creative and ongoing promotions are crucial for success in this area – it’s not going to help serving your high value customers banners telling them to sign up again or promote an out of date offer. A reminder of what’s currently available, what’s just launched, cross sell, RAF, special offers and what’s coming soon are the basics.

Remember, the harder you work on CRM and generally looking after your customers to avoid them leaving, the more you can afford to pay for new customers which has a positive effect on the incremental volume you can drive (referring to the classic volume price curve).

Comments
  1. AdSense site generator

    A clear advantage consumers have with online advertisement is the control they have over the product, choosing whether to check it out or not

    Like

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