Back-to-School Marketing: Sharpening Your Strategy for Success
Writer: Luis Reyes
Date: August 1, 2024
Let’s get ready for the back-to-school season. While we might not be sharpening pencils quite yet, the anticipation is already in the air. Parents and students are busy adding backpacks to their online shopping carts; meanwhile, marketers are facing a tougher challenge: reaching and resonating with back-to-school shoppers.
Decisions such as choosing the correct approach in targeting and selecting the right audience mix become critical in this process. It’s important to be confident that your targeting plan of action will contribute towards your overall campaign success goals, reaching those who are preparing for the new school year.
COMPLEXITIES OF ONLINE SHOPPING AUDIENCES
While this audience is vast, all consumers are unique, each with their own shopping habits, consumer products of interest, geographic location and more. Understanding the value of each shopping cart is becoming more complex each season.
At Simpli.fi we take that complexity and meet it with a tailored three-part approach:
- Reach Highly-engaged retail shoppers through private marketplace deals with premium inventory sources to ensure you reach the correct audience with every impression.
- Leverage a full range of targeting capabilities on multiple device types to enable you to meet your audience where they are as opposed to blind assumptions in targeting.
- Tie each piece of your targeting with appropriate and detailed attribution.
PREMIUM DATA AND INVENTORY VIA PARTNERSHIPS
Honing in on back-to-school shoppers requires an approach that combines data with accuracy. How can you be sure that your campaign dollars are finding that parent checking items off their back-to-school list? That’s where Simpli.fi’s targeting ID solutions comes into play:
- Premium Partnerships with industry leading retailers to use shopping habits & loyalty program data from more than 100M+ loyalty shoppers.
- Detailed demographics including high-quality audiences based on behaviors and purchases from 165M+ high profile retailer guest profiles.
- Lifestyle details that are able to match users based on life events, family sizes, or hundreds of variations to select any one of select audiences that match your targeting needs.
- Purchasing intent to ensure you are tracking consumers at the correct point of purchase and not wasting impressions/ ad dollars on a target market with no interests.
CROSS-DEVICE MATCHING CAPABILITIES
Back-to-school can be a treasure hunt as parents search for the sold out items on their lists, running to yet another location with fingers crossed. At times it can feel like an impossible journey to get the task done before that first day of school.. The consumer journey can be just as complex as your audience moves from their streaming tv to their mobile device to their work laptop throughout their typical day. Consequently, the path to serve them your messages might not be as simple as in the past.
With Simpli.fi’s advanced cross device matching capabilities, we seamlessly serve ads across streaming tv, mobile, video, and display on high-quality publishers and inventory sources. This enhanced capability ensures we are able to meet the user with each change of device they encounter. This approach provides a full spectrum of touchpoints throughout your consumers’ interactions, leading to a more comprehensive campaign success story.
ENHANCED ATTRIBUTION
Imagine a user sees your brand’s ad at home, perhaps while watching streaming TV or on their laptop, and later walks into a storefront without clicking on any online placement. With our in-person attribution capabilities, we can track this user, tying this action to your message and contributing to your campaign’s success.
Now, suppose the same user sees the ad on their work laptop and decides to complete their shopping cart before heading to dinner. Our advanced reporting capabilities not only track this success but also attributes a pre-installed value to measure each transaction value. By tracking these details across online, in-person conversions, and cart value attribution, you can better gauge the effectiveness of your campaigns and optimize them for higher returns.
In the ever-evolving landscape of digital marketing, the line between online and offline conversions is becoming increasingly blurred. With Google pausing the depreciation of cookies, focusing on both online and offline conversions is crucial. Our platform handles this seamlessly, providing accurate insights that drive more effective marketing strategies, regardless of industry changes.
SIMPLI.FI IS READY TO GO BACK TO SCHOOL!
As we continue to innovate and adapt to the ever-changing landscape of advertising, Simpli.fi remains your trusted partner in achieving marketing excellence with any audience needed. By embracing advanced targeting tactics and leveraging our platform’s robust capabilities, you can ensure your back-to-school campaigns are not only successful but also set a new standard in the industry.
Ready to approach your back-to-school audience?
Fill out the form below, contact your Simpli.fi representative, or email us at hi@simpli.fi for next steps.
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