Targeting 101: Audience SuppressionWho you don’t target is just as important as who you do

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Imagine you’re in your local shoe store. You’ve just bought a new pair of boots: brown suede, 20% off – bargain.You come back to the store the next day, get recognized by the same sales associate and they try to sell you the shoes you bought yesterday.

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Doesn’t make sense, does it?_

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No brand would want to alienate its customers like that... right?

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Maybe not face-to-face, but this is just the kind of thing that happens to customers online, all the time.

Shoppers are served ads for stuff they’ve already bought or trips they’ve already booked

Special discounts for loyalty program tiers are offered to all customers

New customer sign-up offers are shown to existing customers

As a consumer, you’ve probably been

As a consumer, you’ve probably been on the receiving end of ad fails like this.

As a consumer, you’ve probably been on the receiving end of ad fails like this.As a marketer, you ought to know better.

As a consumer, you’ve probably been on the receiving end of ad fails like this.As a marketer, you ought to know better.Yet too many brands still get the basics…

As a consumer, you’ve probably been on the receiving end of ad fails like this.As a marketer, you ought to know better.Yet too many brands still get the basics…

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They serve ads they don’t need to – when their loyal customers don’t need the extra incentive.They serve ads they really, really shouldn’t – when they pester, frustrate, or simply show they don’t understand how their customers are interacting with them.

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it’s bad for business.

It’s not just bad practice,

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Quality of Ad SpendAlliance

Online ad fails aren’t just a waste of money on empty impressions – although quality of ad spend (QoAS) is an increasingly important marketing metric.

They can destroy profit margins, confuse customers, and alienate the very people you need to keep happy.

Because, when you’re optimizing your content to create personalized customer experiences, you have to bear an important rule in mind. One that might seem counterintuitive to the eager marketer with shiny new digital content to publish…

What you don’t show people is just as important as what you do.

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That’s where ‘audience supression’ comes in.

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Suppression isn’t news to marketers.

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It’s the people-based marketing tactic of removing certain segments from a campaign audience, so only the right customers or prospects see that content.

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The decision to suppress can be based on:• Customer behaviors or attributes

• Prior exposure or past purchases

• Third-party data that tells you they’re just not right for this campaign

It’s common in email marketing, when brands hold off on messaging people who aren’t interested in the subject or aren’t eligible for an offer.

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Now marketers are seeing the need for similar tactics in digital advertising, where customer experience is growing more fragmented.

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But there’s a

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Marketers can’t suppress content accurately if they don’t have a unified picture of a customer’s journey – online and offline.They need to connect customer profile or CRM records and in-store transaction records with data from all digital touchpoints.

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comes in

That’s where

identity resolution

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It bridges the online-offline data gap and makes it easy for you to deploy your ‘Do Not Advertise To’ segments to any marketing platform.And with anonymous identity resolution, you know you’re reaching the right people without jeopardizing their privacy.

So you get total insight into your customers’ interactions with your business, and your customers get more relevant, more rewarding experiences.

According to Forrester, connecting offline data to online campaigns for suppression “resulted in fewer wasted media impressions and a better experience for current customers, who were spared exposure to irrelevant messages and offers.”

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The brands that get this method of people-based marketing right are the ones that will reap the rewards.They’ll be able to:

• Decrease the cost of acquiring new customers by up to 65% after optimizing quality of ad spend

• Increase conversion rates by not showing ads to people who are unlikely to respond

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Stop wasting money and turning off customers.

Start creating smart, personalized experiences.

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Take your first step to effective audience suppression.

Find out more about data connectivity for people-based marketing.

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