The Symbiotic Relationship Between Marketers and Consumers: A Response to a Broken Industry

While consumers acknowledge that our advertising ecosystem allows many of the media products they love to remain free and accessible, the interruptions to their media experience and the privacy concerns that come with advertising leave people feeling exploited by the process.

The symbiotic relationship between consumers and marketers is two things: important to the survival of each and damaged to a critical level.  

Marketing is Mutually Beneficial

The simple goal of marketing is to connect products and people. The best way to market to interested consumers is to reach them in the right place at the right time. Traditionally, this has meant placing ads where people see them. Whether television ads, billboard ads, or online ads, the goal is for a product to come face to face with a consumer whose immediate reaction is, “Hey, I want that!” or to plant a seed that makes them later say, “I should buy that!” Most of the time, when consumers respond to advertising and marketing with such a conversion, it’s because they actually need or desire the product, and the marketing process led them to it.  In this way, the mutually beneficial relationship between marketers and consumers goes back and forth.

The Advertising Process is Injured

Advertisers face a frustrating reality: the public doesn’t like advertising. Years of branding success has only caused more and more ads to oversaturate the market, and people either grow embittered by the process or flat out ignore every ad they see. To worsen an already bad situation, privacy concerns, especially lately, affect public perception of advertisers’ intentions. Instead of demonstrating the healing transparency and security measures the public calls for, the advertising industry responds by ignoring the concerns and dealing in the same shady processes. Meanwhile, consumers consistently grow more and more ruffled.

We all have to do better, for our own sake.  If every component of the industry pulls its weight to repair this damage, this marketing ideal is a reality well within reach.

How do we reach this ideal, when functioning smoothly as a business is difficult enough on its own?

Everyone involved in the advertising space needs to come to terms with the problems within their own piece of the industry, working on the issues from the inside out. This means paying attention to other companies in the ecosystem and choosing to work only with the ones that promote transparency and consumer interest.

It also means:

  1. Data companies maintain a diligent watch over both the quality of data produced as well as being conscious of the ethical implications of their product.
  2. DSPs are more alert to ad safety threats.
  3. Agencies produce relevant content that genuinely benefits the consumers they hope to attract.  

Imagine the success of your campaign if you were reaching people who would see your ad as a beneficial addition to their media experience, rather than as an irritating interruption. Imagine if consumers trusted your ads.

Clickagy promises to do it’s part to produce a quality product and promote a better industry culture.  Read more about our Farm-to-table approach here.  

Get a Divorce From Your Bad Data Vendor!

So you’re a divorce lawyer and you want new clients, but what’s your marketing strategy?

Sending out controversial postcards to newlyweds with a ‘buy one divorce, get the next half off’ may send you to the dog house real quick! Marketing is tricky, and most consumers want to turn off the noise. We live in a world full of skeptics, and it’s easy to understand why since we’re continuously bombarded with irrelevant advertisements and lies. You know better than anyone: it can take years to build trust and seconds to lose it.

It’s increasingly difficult to successfully break into the market, especially when online divorce filings are on the rise. Clickagy has the solution for you! Each audience profile that we build starts with the fundamental knowledge of who your audience is (are they the nagging, needy wife or the inattentive, cheating husband?), all while protecting individual privacy, of course!

Gain an understanding of your target market and maximize your conversion rates with a data provider that you can actually trust. Clickagy provides marketers with measured keyword behavioral data that is processed with our AI and NLP platform. A user is observed searching online for how much a divorce costs, or researching companies who evaluate property so they know the value of their assets, will likely fall into the pre-divorce audience. Through anonymous behavioral patterns, Clickagy is able to predict that someone needs your services before they know it themselves.

Targeted content is crucial when connecting with a consumer’s intentions, so serve your ads to those showing real-time signals to up your conversion rate. When advertising engagement rings, wedding venues, or divorce lawyers, you want to avoid sharing your content with an unrelated audience to avoid wasting marketing dollars and pulling down your averages. Instead of targeting an entire demographic, concentrate your marketing dollars on exactly who is in-market for a divorce attorney.

Regardless of the message you send, whether it’s humorous and attention grabbing or contemplative and grievous, the most important thing is that it’s delivered to the right people at exactly the right time. Clickagy ensures that our data is fresh and accurate and that your audiences are built according to observed behaviors, not inaccurate assumptions.

Firms in the Family Law and Divorce industry have a difficult time getting their name out, but with Clickagy, you can trust that you’ll reach those who actually need your service. Help potential clients find your firm and enable individuals to have better access to expert legal advice.

Reach Furniture Buyers Suffering From a Bad Case of Red-Wine-Regret

A careful furniture buyer researches materials, prices, colors and many more components throughout the furniture-buying process, each making it time consuming and laborious. Your campaign will succeed when you connect interested consumers to a product that offers them exactly what they are looking for. In addition to targeting consumers in-market for your type of furniture product, target an audience that represents the consumers your product is most likely to resonate with. The key to finding all of these market niches is a trustworthy 3rd party data provider that offers scale and accuracy.

Here are five life-changing moments in a furniture consumer’s life that Clickagy has the granularity and scale to reach:

Buying or renting a new home

These consumers demonstrate online behavior that suggests they are renting or have recently purchased a new home. Every home is different, and even if a consumer hopes to keep most of their old furniture, some pieces just won’t work the same in the new space. Reach these consumers throughout the home buying process so they know to come to you when they need a new piece!

Remodeling a space

Consumers remodeling a room are going to make sure to fill their exciting upgraded space with furniture the fits well and matches perfectly. Give consumers the chance to build the perfect room from the inside out when you target audiences researching decorating techniques with your top-of-the-line furniture.

Pregnancy

What does pregnancy mean to the furniture seller? It means cribs, changing stations, rocking chairs, tables, dressers, and many more nursery items a new parent will need. Help your customers transition to parenthood as easily as possible. Reach these new parents throughout their pregnancy so you are their go-to retailer when they experience this fabled nesting process.  

Moving to a different city

Consumers moving to new cities are the perfect furniture segment to target because they likely plan to pack as lightly as they can.  When your future consumer starts to pack their U-haul, the fluffy basement rug Rover the dog thinks is a luscious patch of grass won’t make the cut. By targeting people researching their move to a new city, your brand is in the perfect position to sweep in and offer a product to replace old furniture that’s been left behind.  

Recovering from damage to their home

In many cases consumers dealing with the aftermath of floods or fires are under pressure to replace damaged furniture as soon as they can. Ease their stress when you offer the right piece at the right time.  

 

The key to finding all of these market niches is a trustworthy 3rd party data provider that offers scale and accuracy. Clickagy can curate the perfect segment for your next furniture campaign. Contact our sales team today at sales@clickagy.com or spend some time exploring our website to see what our data can do for you.  

How We Get Our Data – From the Screen of a Consumer

Marketers fail when they lose touch with the human beings they are trying to reach. Clickagy solves that problem by building clear audiences based on consumer interest and behavior.  

Here’s how…from the screen of a consumer:

Meet Carrie Marco*. She’s an interior designer and mom with an affinity for cooking mediterranean food, Liz Claiborne jackets ,TV dramas, and two adorable dogs. She lives in Reno, Nevada and has built a home decorating business on her keen taste regarding simplistic patterns and the way light hits a clean surface.  

This Tuesday, an hour before Carrie makes the 7.5 minute commute to her son’s elementary school to pick him up, she sits down in her home office to log in to her favorite professional design blog. Blogs like this power her design creativity in a very real way, and every hour spent scrolling through articles and forums is an hour refining her taste. Sometimes, while looking at community posts, she will see a shared article that intrigues her.

Today, when Carrie clicks on an article, the page she’s brought to is part of a well-known interior design website that generates revenue with programmatic advertising and sponsorships. Embedded at the top of the article is a Clickagy tag. This tag pings our servers when Carrie hits the page, sending anonymous information like her IP address, browser information, approximate location, and page URL to our system. This page is then crawled by Clickagy and processed with our AI and NLP platform (we call her LEXI), categorizing the page Carrie is looking at according to the content on her screen. LEXI also makes sure to minimize false positives by negating errant or less relevant keywords from comment sections or related articles. By means of this process, Carrie is placed into an audience of interior designers.

Later that night while Carrie browses in boredom, she sees a link to a speculation article about the TV show General Hospital’s latest love triangle. As soon as Carrie clicks on that link and her eyes are on the page, a new Clickagy tag grabs her info, and she is added to the Clickagy drama television audience. In the sidebar of the article sits a clean ad for a reimagined victorian oak desk, reaching Carrie because earlier that day she was added to Clickagy’s interior designer audience.

Generating clear and functional audience formulas requires four main elements: tag technology, our AI NLP platform, the expertise of our team, and Audience Lab, a Clickagy platform that makes sense of all the raw data and segments people into relevant groups. We then deliver those segments to your preferred DSP or DMP anywhere, anytime.  

To leverage Clickagy’s ability to reach people like Carrie Marco, contact our sales team today.  

*Carrie Marco is an invented persona, generated for the purpose of illustration.  The data we use, however, is not invented, as your thriving conversion rate will show.
The Six Stages of the Purchase Process and How Clickagy Can Help During Each

The marketing community identifies six stages of consumer conversion in the online marketing space. From the moment your consumer recognizes they have a need, to after they have received your product, your brand will benefit from the 3rd party data and insights Clickagy contributes all along the way. 

 Here is how Clickagy technology can help you throughout the entire conversion process:

Problem

Clickagy collects activity from 1.5 billion devices across millions of domains, generating a unique understanding of the entire online market. We provide important insights regarding the wants and needs of your consumers before they have even considered a solution to their specific problem. By harnessing our raw data and converting it into understandable conclusions, Clickagy offers your brand a clear picture of the parts of the online market you can’t see and helps you predict your consumer needs long before your competitors can.

Research and Product Evaluation

As soon as your consumers are in-market for your product or your competitor’s product, Clickagy sees that activity and can immediately translate it into an actionable audience. Your consumers will be seen in-market and served ads before they have made their decision, catching them at a critical moment in the purchasing process so they choose your brand first.   

Decision and Purchase

By pairing our scalable 3rd party data with your brand’s 1st party data, we provide a clear understanding of what your customers were doing online before they converted. Using this data, we’ll help your brand generate a complete picture of your ideal consumer so you can tailor every aspect of your campaigns toward more of these conversion successes.  

Post-Purchase Evaluation

With the same pairing of your 1st party data to our 3rd party data, you will see how your current customers behave across the web after they convert. We’ll identify when your customers disconnect with your brand or are tempted by competitors so you can take action before you lose their loyalty.  

For more information about how Clickagy can play a game-changing role in your next campaign, contact our sales team today!

Clickagy CEO Harry Maugans to Present Powerful Campaign Successes at AASA Tech Conference

Harry Maugans, CEO of Clickagy, will be speaking on October 2, 2018 at the Automotive Aftermarket Suppliers Association (AASA) Tech Conference. Maugans was invited through a partnership with MontAd Media, a group that boasts a prominent influence on the automotive parts and aftermarket industry. He will share insights regarding the ways that parts and aftermarket companies can use new technology to identify and connect with hard to reach audiences.

Al Haberstroh, partner and Chief Strategy Officer for MontAd Media says, “Clickagy technology is a game changer for the aftermarket. It solves many marketing pain points and opens new sales opportunities that could never be pursued before.”

The presentation will discuss:
• How third party data can be used effectively in the aftermarket space
• The benefits of targeting in-market consumers and B2B buyers
• Case study examples of what a successful targeting campaign looks like

Clickagy’s partnership with MontAd media reaches across the data and auto parts space to create an effective method for reaching auto aftermarket consumers in real-time while they are still in-market for products. The partnership has already successfully generated a commercial vehicle brakes campaign that delivered over 250% improvement in click through rate (CTR), view through rate (VTR), and cost per conversion (CPC).

For more information, please contact pr@clickagy.com.

Why Digital Ad Campaigns Fail

Online advertising is a central part of any contemporary marketing strategy. Many businesses struggle when it comes to advertising their services or products online; they’re spending too much money and not seeing a return. If you’re currently investing in online advertising and nothing is working, it’s time to examine why.

No one learns how to play Beethoven’s 32 piano sonatas in the first five minutes of a lesson. The piano isn’t what misses the mark, it’s the pianist. You need to learn how to play before you can become a master pianist or composer. Below are three areas you need to examine to ensure that you’re hitting the right keys for a flawless programmatic campaign.

1. Your ads are not relevant to the audience you’re targeting:

If your content does not appeal to your audience’s wants or needs, then you could be damaging your entire campaign. Stop wasting dollars on a strategy that’s putting your message in front of out-of-market or irrelevant consumers. Instead of marketing hiking boots to everyone that comes across your sporting goods website, market only to consumers who are interested in hiking. Build your business by targeting responsive consumers with compatible ads, presenting them with products based on their unique interests, and watch your ROI summit new peaks!

2. You’re focusing on traffic rather than conversions:

Why spend your precious marketing budget on generating traffic for your website? Sure, website traffic is important because more visitors increase the number of opportunities you have to gain new customers, share your brand, and deliver a great first-impression…but none of that will impress your CFO. You need conversions!

The majority of visitors won’t automatically convert into sales by being sent through your conversion funnel. In lieu of relying solely on website traffic to increase your conversion rates, focus on someone with cash in hand rather than the window shoppers who will not convert. Precise audience data is critical for driving real conversions, and Clickagy can help!

3. You’re doing exactly what your competitors are doing:

Most marketing channels are already overly saturated, so why target the same audience as your competitors? Marketing success happens when businesses are able to reach their consumers before their competitors, and with Clickagy’s fresh Farm-to-Table data, you’ll gain a competitive edge. Position yourself ahead of competing brands by handcrafting unique audiences for each specific campaign objective, instead of purchasing mass-sold, off-the-shelf segments.

How to prevent programmatic campaigns from losing money:

The best online advertising campaigns improve over time, so let’s get started today! Instead of purchasing 3rd party data that has been pre-packaged for commercial re-use, purchase granular data directly from the source.

Use Clickagy’s rich audience data to lower CPCs and CPAs by targeting your market with stunning accuracy. Partner with Clickagy and ensure your strategy is primed for prosperity!

Are Your Halloween Campaigns Haunted by Poor Programmatic Performance?

Whether you’re promoting chilling decorations or taking advantage of the spooky atmosphere for a Halloween themed marketing campaign, effective programmatic needs a foundation of high quality data. With Clickagy’s real-time, 3rd party data, we build audiences in-house, without watering them down with modeling or old, dusty data.

Base your programmatic campaign on in-market and interest-based consumers rather than on broad demographic segments; if a consumer shows an interest in one Halloween tradition, they are likely to jump for others as well. Interest-based targeting offers a much sweeter result than a campaign that targets demographic audiences like “women in their 40’s” or “college students between 18 and 24”.  

There is no need to let this holiday sneak up on you like a poorly-staged jump scare from the 2008 horror parody “Zombie Strippers.”  This August, Clickagy is thinking ahead of the curve with a list of audiences your campaign should target during Halloween season:

Consumers In-Market for Halloween Decorations

Consumers in-market for Halloween decorations are willing to invest time, valuable closet space, and money into spooky effects and figurines. We have no doubt that they also want to take part in what your brand has to offer.

Consumers In-Market for Thanksgiving Decor

Many consumers bundle all of their fall holidays into one sweeping seasonal decorating effort. You know the look: corn husks, pumpkins, colorful leaves, scarecrows, etc. To access these consumers and their fall interest, target your ads to our in-market for Thanksgiving decor audience.

Consumers In-Market for Halloween Costumes

Consumers in-market for Halloween costumes love the holiday at large, and can be counted on to wear their adopted persona to a Halloween themed party or trick-or-treating event. Consider broadening your target to include general costume interest from buyers interested in cosplay, renaissance festivals, mystery dinners, and more.

Consumers with Seasonal Entertainment Interests

This audience of consumers interested in specific types of entertainment such as magic shows, thriller novels, or horror movies are already in the mood for a chilling atmosphere. Tap into these Clickagy audiences and their interest in the supernatural while you establish this year’s Halloween campaign as a record-breaking success!  

Clickagy backs you up with crystal clear data for a campaign that is ready to meet the market head on and receive better results than ever before.

Are you ready for this year’s Halloween programmatic campaign to be spooky good?

Data Matters When Your Client is the Tooth Fairy

You can’t believe it, but your boss at the agency just handed you a huge account. Your work on this project will show the big cheese what you’re made of and you finally have a chance to gain some leverage for that promotion. With such career-changing potential at stake, you do NOT want to mess this up.  

It’s remarkable: Your newest client is the Tooth Fairy!

Okay, not really, but the elusiveness of the campaign, its otherworldly budget, and some ambitious demands make you feel like you’ve landed a mythical creature.

Let’s just go with it.

So what problem is the Tooth Fairy having?

It’s a classic one: her ROI has gone down, thanks to fuzzy, black box data, and she needs innovative ways to boost her campaign. Like any programmatic effort, the Tooth Fairy is looking for real results in the rapidly changing world of ad tech. Apparently, pixie dust is just too expensive.

The Tooth Fairy’s marketing department tells her that she needs to reach 1 million households each night and deliver shiny quarters under pillows (or Bitcoin…seriously, kids are starting to get Bitcoin for losing teeth). Additionally, she needs accurate numbers so that her nightly operation functions as smoothly as a jazz concert. With such large scale, and the critical need to impress, you immediately know this campaign needs Clickagy’s 3rd party data!

      Why is Clickagy the best choice for your Tooth Fairy campaign?

Speed

Clickagy collects data in real-time, building audiences of consumers in market for relevant products right now. The pillows visited last week are unlikely to harbor more gleaming teeth tonight, no matter what our competitors may say with poorly constructed models. Clickagy’s data represents consumers who are in-market right now, so the Tooth Fairy won’t have to worry about constructing her marketing operation on data that’s due for some flossing.

Accuracy

Clickagy Audience Lab segments are handcrafted according to specific client need. For example, the Tooth Fairy would be most interested in targeting adult consumers in-market for products relevant to elementary-age children. Think school supplies, kid-sized soccer cleats, chewable calcium tablets in the shape of Disney princesses, etc. By constructing accurate audiences according to consumer interests, Clickagy enables marketing precision that drives game-changing results!

Trust

Clickagy audiences are clean and free of hazy data. The Tooth Fairy needs to spend her evenings collecting pearly teeth and cannot afford to be sent to the wrong houses. Clickagy collects all of its own data, eliminating the variables that come when a provider uses middlemen. We call this concept Farm-to-Table Data.  

Your unicorn-like contract with that esteemed brand you want to impress is important to us. Your promotion is important to us. Honest data is important to us. Our structure ensures that Clickagy is supporting your most important client relationships with precise and powerful data.

If you’re interested in learning more about how Clickagy’s audience data can be the bedrock of your next programmatic campaign, contact our team today!  

Reach Eco-Friendly Buyers with Exact Behavioral Targeting

It’s no secret that in today’s market environmental ethics sell. In fact, roughly 50% of adults say they are willing to sacrifice convenience for an environmentally safe product.

In the last 30 days, Clickagy observed millions of people researching clean energy, environmental political issues, pollution, and vegetarian products.

Clickagy, Programmatic, Eco-Friendly Data, AdTech, 3rd Party Data

We are constantly tracking consumer interests and packaging this data into audiences. Right now, each of these packages of data is ready to be delivered directly to your preferred DMP or DSP.

In addition to packaging on-the-go audiences, Clickagy also created the Audience Lab, a platform that allows you to create a custom audience based on where diverse consumer behaviors intersect with each other. With granular third-party data from one of our custom audiences, you’ll upgrade basic demographic targeting to surgical behavioral targeting.

Reaching Eco-Friendly Buyers:

There are two kinds of eco-friendly consumers: people who appreciate the option to make ethical purchases and people who choose to live an entirely green lifestyle. A Clickagy custom audience can include both kinds of consumer or create a separate audience for each.

The Casual Eco-Friendly Consumer:  

When you market to these buyers, position your product as a guilt-free option to what they’re already buying. Capitalize on existing in-market behavior by offering your eco-friendly product to the perfect Clickagy custom audience as an alternative to environmentally irresponsible products.

Clickagy Audience Third party Data for Eco-Friendly lifestyle consumers

The Lifestyle Eco-Friendly Consumer:

This group of eco-friendly consumers is smaller, but devoted to the ethical foundation of environmentally-safe products. They are committed to an eco-friendly lifestyle, right down to the smallest of details, and are willing to forfeit convenience toward this effort. Clickagy will help you reach the perfect audience of lifestyle eco-friendly buyers while you captivate them with the message that will drive conversions.

Clickagy Audience of casual eco-friendly enthusiasts

Clickagy’s Audience Lab platform is able to sort all of these consumers into custom audiences and send them directly to your preferred DMP or DSP. When you pair a killer creative with one of Clickagy’s hand-picked audiences in a precision programmatic effort, your ROI will soar!  

If you’re interested in learning more about how Clickagy’s audience data can improve your programmatic performance, contact our team today.

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