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.
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.
