Darwill drives the new direction in direct marketingMarch 29, 2017
As more and more marketing companies use big data to reach new customers, many of those same customers use technology to pare down the marketing messages they receive. It’s getting harder to reach tech-savvy potential customers. Adblockers are one way consumers avoid web-based marketing messages. Also, browser cookies don’t reflect actual demographics, which is unfortunately what most display advertising relies on to target. For example, if a 30-year-old man is buying a gift on Toys-R-Us.com for his niece, it’s not accurate to build a profile for him as if he were a young parent, which cookie technology would do. Don’t be among those advertisers who waste half of their digital ad spend on mistargeted ads.
The Darwill Digital Direct Program is the first step in making your digital advertising and direct-marketing efforts combine for optimum results. The Direct Digital Program uses IP technology to send digital display ads to direct-mail prospects for increased message exposure and more conversions. Sound amazing? It is. Here’s why it works:
Darwill’s IP targeting platform does not use cookie data to identify the recipients. The patent-pending algorithm determines the IP address, based on the physical address, and incorporates offline data sources like direct-mail lists, voters’ registrations, customer databases and modeled data.
The “how” is just four steps:
- Darwill takes your mailing list and runs it through the IP mapping system to identify matched households; the match rate is approximately 50% of list.
- The IP system locates the household IP addresses, and anonymizes them to create a privacy shield.
- We then serve display ads to those IP addresses, using the modem/router/IP address as the entry point. The key advantage to this is ads go directly to the target audience, not just addresses who meet generic data criteria.
- Ad deployment begins the week of your mail campaign’s in-home date, and then the week of the promotion. For optimal results, we recommend serving 6-10 impressions per matched record.
How will it work for your business? As with any marketing campaign, clear objectives and strategy are key to success. The Darwill Direct Digital program is no different, but the focus is on ROI, not click-through or page-views. Users have experienced a 30-percent conversion lift when the direct marketing piece has an in-home date in the middle of digital campaign. What’s more, your digital ads can be far more accurately targeted than in the past.
For example, a regional car dealer used IP targeting to reach two specific customer segments: Those who had serviced their vehicle at the dealership – but not purchased a car – and past car buyers. From that database, 6,000 high-value prospects were determined, and a campaign was directed only at those prospects. The results were impressive, not only from a digital perspective – with 558 clicks to the site, 530 new sessions and a 138% increase in average time on site – but also from a revenue perspective, with more than $500,000 in additional revenue produced, including more than $180,000 from lagging customers (those who had not visited the dealership in the last 9 months).
Can your business benefit from these kinds of results? Contact our business development experts to help design your campaign.