At the crux of this pivot was data and more specifically, customer data. Those teams utilizing robust data collection methodologies and systems were poised to maneuver all of their marketing focus to digital avenues, while teams who had yet to really collect and utilize data were left scrambling to readjust.
Buyers Have More Control
Knowing Your Audience On A Deeper Level
Fully Utilizing Buyer Intent Data
Buyer intent data has been increasingly prioritized as shopping has shifted to higher frequency on digital platforms and D2C brands have gained a larger presence in the market. While many of the big players like Amazon have been leading the pack when it comes to buyer intent, many other brands are following suit in the wake of the pandemic. Mainly due to the necessity for collecting more first person user data and utilizing it to its fullest potential.
Succinctly, brands like Amazon are evolving their buyer intent capabilities within their advertising platform to enable advertising clients to reach more targeted audience segments with a higher likelihood of purchasing. Utilizing their extensive user data to create look-back viewing and purchasing windows, analyze competitor data and establish purchasing probability Amazon and other big players are providing their advertisers with more targeted avenues to high potential buyers.
Making Marketing Even More Personal
Over the last several years audience driven content, buyer intent data and predictive softwares, hyper segmentation and hyper personalization were all relevant strategies but now they have been prioritized as more marketing saturates the digital landscape.