How to Choose the Right Technology Partner – A Checklist According to Criteo

Brands and marketers are increasingly including retargeting technology in their sales strategies. One of the most important decisions they must make to guarantee the success of their campaigns concerns choosing a service provider.

It is worth remembering that the company you choose should have the necessary knowledge, experience, and specialized technologies and skills to deliver fully personalized, effective ads that convert store visitors into customers. All of this on a scale that a human being could not handle. A good provider can also become a trusted advisor on the size of the budget that should be allocated to retargeting activities, and can even indicate the estimated order volumes that an investment in this technology may bring.

So, what factors should a marketing manager take into account when evaluating a potential retargeting service provider? Below we present several advanced functionalities without which running a professional retargeting campaign is impossible. During the tender process, it is worth checking whether the companies that have applied have them in their portfolio.

  • Cross-device functionalities that make it possible to follow a customer throughout their customer journey, regardless of the device, web browser, or apps they use.
  • Predictive technology that uses detailed data about customers and thus makes it possible to send a personalized offer at the right time.
  • An effective recommendation tool that automatically presents other products and offers that had not been viewed before but that may potentially interest the customer.
  • Dynamic and effective creative technology that delivers personalized ads in real time, optimized for each customer, regardless of the publisher or the type of device they use.

In order to achieve a true omnichannel effect of promotional activities, the retargeting partner should deliver dynamic ads in those places on the Internet that customers regularly visit, for example:

  • Web pages and native formats with a full range of IAB-standard formats and native formats, which can generate a 13-fold return on ad investment. What matters most is enormous reach among desktop and mobile publishers.
  • Social media, including Facebook and Instagram Dynamic Product Ads, which increases sales by an average of 12 percent.
  • Mobile apps using ads – they re-engage users and generate in-app sales. The conversion rate in this case is 38 percent.

An omnichannel approach makes it possible to connect with customers and remind them of their purchase intent, regardless of where their “online journey” takes them.

Retargeting is a highly influential performance marketing tool – although not all retargeters measure success in the same way. At the end of the day, every marketing manager wants to know the effects of the activities carried out. A good partner should indicate at the very beginning of the campaign which metrics will best describe the results achieved. The choice can be made between two popular pricing models:

  • Cost per mille (CPM) – in this model, the number of impressions is billed, which means that advertisers are charged when a user sees their ad. This model works better in branding campaigns than in sales campaigns.
  • Cost per click (CPC) – the advertiser pays when a customer clicks on the ad or makes a purchase. This is a transparent system for measuring the effectiveness of performance campaigns, allowing campaign results to be linked to sales.

 

 

If you are interested in DIGITAL PROGRAMMATIC, ONLINE MARKETING, WEB TECHNOLOGY, save the date September 27, 2017 and take part in the conference DIGITAL PROGRAMMACTIC & WEB TECHNOLOGY TRENDS 2018, at the DoubleTree by Hilton Hotel in Warsaw, which discusses the most important DIGITAL, WEB, TECHNOLOGY trends for 2018.

 

Only until September 8, 2017, when you buy one regular ticket, the second ticket is free. Conference details: http://marketingsummit.eu/digital-programmatic-marketing-summit-2017-warszawa-2-edycja/

Watch the video from the previous edition of the conference: http://marketingsummit.eu/trailer-2017-1/

 

Terms from the Article

CPM — Cost Per Mille / the cost of a thousand impressions. A billing model and metric defining the cost of a thousand ad impressions. It is used primarily in reach campaigns and brand awareness building.

Why it matters: The billing standard for reach campaigns: you pay per thousand impressions, so it is easy to compare the cost of reach across different media and formats.

When it is used: When planning and settling awareness campaigns and comparing media.

What happens if you omit it: Without a common measure, the cost of reach on TV, the Internet, and out-of-home is incomparable — media decisions are made by gut feeling.

CPC — Cost Per Click. A billing model or metric defining the average cost of a single click on an ad or sponsored link. It makes it possible to compare the effectiveness of creatives, keywords, and audience groups.

Why it matters: It shows how much it costs to bring one person to a site — a common denominator for comparing keywords, creatives, and audience groups.

When it is used: When optimizing paid campaigns in search engines and social media.

What happens if you omit it: Without cost per click, the budget gets spent across campaigns blindly — you cannot see which keywords and creatives you are overpaying for several times over.

Social Media — Social media platforms. Platforms that enable users to create, publish, comment on, and share content and build communities. For a brand, they are an organic, advertising, customer service, and analytical channel.

Why it matters: It combines reach, dialogue, and sales in one place: the brand speaks, listens, and responds where audiences spend their time. It is also a customer service channel and the front line in a crisis.

When it is used: Continuously: organic content, paid campaigns, handling inquiries, opinion monitoring, and collaborations with creators.

What happens if you omit it: Absence from social media hands the narrative to others: the brand is talked about anyway — just without its voice.