Say you need new shampoo to pack for your upcoming family vacation. You open up your retailer app and search “shampoo” a couple of times, but decide you need a bit more time to settle on your brand of choice. From there, the app shows you ads for shampoo brands you’ve purchased before — just as your family vacation creeps closer. It seems like a no-brainer to just toss one of those reliable brands into your cart and be on your way.
This type of marketing has a name: In-market targeting. In-market targeting uses AI and first-party data to identify a shopper’s browse, search, and past purchase history to generate pre-prepared lists of shoppers ready to buy specific products — and targets those shoppers with relevant ads. The products in these advertising campaigns can range from shampoos to cereals to ice cream and beyond, but the point is that shoppers are seeing customized ads for a product they need, right when they need it.
Amazon and Walmart are already capitalizing on this trend; in fact, Walmart announced a new in-market targeting initiative at the end of June. Therefore, the time for brick-and-mortar retailers to hop on board is right now.
A Swiftly-powered retail media network offers you built-in in-market targeting that will help revolutionize the online and in-store shopping experience. By harnessing the power of AI, Swiftly will show your shoppers personalized ads for the products they need in real time — bolstering sales and building brand loyalty.
Here’s how in-market targeting can benefit your business and drive revenue:
● Cuts costs. If you’re not tailoring your ads to individual shoppers, your digital ad buys won’t lead to conversions. In other words, you might end up wasting money advertising chicken nuggets to a vegetarian or bread to someone with a gluten allergy.
With in-market targeting, you can ensure your advertisements are delivering the most bang for their buck. Instead of risking broad advertisements that don’t garner clicks, spend your money on personalized ads that catalyze returns.
● Builds brand loyalty. Shoppers appreciate when their needs are recognized and met. With in-market targeting, you can build long-lasting relationships with your shoppers by showing them personalized ads that anticipate their needs in real time. This differentiates your brand from others and keeps your shoppers coming back for more.
● Respects consumer privacy. As we leave the cookie behind, shoppers are concerned with protecting their privacy while browsing online. Because in-market targeting operates using an effective combination of first-party data and AI — pulling data from the shopper’s interactions on their site only — it offers a personalized shopping experience without crossing the privacy line.
● Drives sales. This, of course, is the big one. Personalized ads relevant to the shopper is the key to unlocking sales growth, as they show the shopper what they want to see when they want to see it. Whether your ads are meeting their shampoo needs for an upcoming trip or their recipe needs for a dinner party, sales are much more likely to occur when shoppers see an ad and think, Oh, that’s exactly what I was looking for.
Are you interested in learning more about how in-target marketing can cut costs, build brand loyalty, and drive sales with personalized ads that respect your shoppers’ privacy? Contact Swiftly today.