Connecting With Customers via Display Marketing in the Purchase Phase

 

RETARGET TO REASSURE

  • Help your prospects validate that they’re making the right decision by delivering ads that showcase relevant case studies and customer quotes.
  • Don’t be confusing: Make sure that your display messaging is consistent with other activities (especially Sales calls). To do this right, you’ll need to integrate data sources – using data from your CRM or marketing automation platform to drive retargeting.
Purchase_DisplayAd
Halo Effect: Online display advertising is often used in conjunction with traditional paid search campaigns to increase efficacy. For example, in a recent comScore study, researchers found that prospects who viewed search marketing ads for a company were 82% more likely to buy the product in question than if they received no exposure. However, when the search ads were paired with display ads, the researchers saw a 119% lift in sales.[1] In another European study, comScore found that, after a display ad campaign, direct web site visits increased by 72%, and keyword searches for the brand increased by an average of 94%.[2].

[1] comScore white paper, September 17, 2010
[2] “Brand awareness and digital: An IAB Europe White Paper,” June 2010, IAB Europe.

 

Jen Agustin BtoB Display Advertising and Marketing Expert

Expert Advisor:  Jen Agustin

Sr. Director of Marketing, Bizo / Bizo
@leadjen
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Jen Agustin BtoB Display Advertising and Marketing Expert

Jen Agustin

Sr. Director of Marketing, Bizo / Bizo
@leadjen

Jen is the senior director of marketing at Bizo, which helps B2B marketers identify and reach their target audiences online. At Bizo, Jen focuses on content marketing, product marketing, social media strategies, and also helps the company manage its own display advertising efforts.