Using Purchase-Based Targeting to Make an Impact

These days, increasing shopper engagement is top of mind for most brands. You know your product is great and that people need it. So, how can you connect the two to increase conversions and drive sales?

While there are innumerable ways to accomplish your goals, today let’s look at how purchase-based targeting can help you reach the audience most likely to buy your brand (and hopefully become a life-long customer!).

Okay, What is Purchase-Based Targeting?

Purchase-based targeting pivots your marketing to shoppers looking to buy a certain product by using their purchase histories.

Now, this is different from targeting potential consumers who only fit a certain demographic. The demographic method of reaching an audience has become outdated and replaced. In fact, according to Forbes, “If you are still using the same old demographic-based audience parameters (i.e., women ages 18-34, who are fun-loving and have a positive outlook on life) to target your media, you are placing yourself at a competitive disadvantage”.

We have to say that we agree. While demographics can guess who might be worth marketing to, purchase-based targeting utilizes data, thus creating more reliable results. This strategy reduces waste, stretching your marketing dollars even further.

Why Use Purchase-Based Targeting?

Typically, getting people to take a chance on a new brand is the hardest part of marketing. Statistics confirm what we, in the marketing world, already know: when people buy a brand once, they’re more than likely going to buy it again (Oracle). By knowing about your audience’s purchase histories, we can bring them relevant, personalized messages and compelling offers that stand out.

Where Does Purchase-Based Data Come From?

For years, Google has used credit card transaction data to showcase the relationship between ads and in-store sales. Browsing histories, social media interactions, even something as simple as a loyalty card can offer insight into what your potential audience is looking for and what they’re engaging in! Once we know what a customer is purchasing, we’re armed with the ability to target ads more effectively.

At Insignia, we pride ourselves on our relentless marketing efforts. Our highly targeted process harnesses the power of IRI® and rich purchase data, helping us hit your marketing goals together.

Geotargeting

Similarly, location-based marketing uses current, historical, or routine locations to target ads to probable buyers. This is a great way to hone in on your target audience and stay locally relevant.

At Insignia, we use Google Maps to target potential customers based on their location, too. By using these two tactics together, we can create locally-defined ad campaigns crafted specifically to resonate with your audience, and align with their routines. Say hello to effective shopper engagement!

Insignia Systems is Leading the Way with In-Store Marketing

At Insignia, we offer different ways to use purchase-based targeting to accomplish your goals. From digital marketing solutions to in-store marketing signage, we’re here to help you and your brand stand out.

Are you looking to incorporate purchase-based targeting into your marketing strategies? We can help! Drop us a line and let us become your marketing ally.

A woman purchasing something on her computer.
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