Say a person was looking at jackets on Nordstrom from their mobile phone while they were logged into the Facebook app. Then they open their computer to Facebook and see an ad from Nordstrom. In this case, the editor's wife may have visited that same furniture retailer's website at an earlier date, or visited other similar websites, while she was logged in to Facebook. She may have also liked the retailer or other furniture pages on Facebook. The business knows she's looking for furniture, so they serve her an ad. Facebook allows companies to upload email lists of specific users they want to see their ads.
Businesses usually use this to re-target customers who had previously purchased items. They could also know a customer's Facebook ID if they used that same email to log into the furniture retailer, or used Facebook directly to log into that site. Or, someone the household could be on the company's list, and that company may choose to serve its ads to everyone in the household. Havas' Richards said targeting "coming from a single data point like email" is one of the most plausible reasons why the editor's wife saw the ad.
Here the editor may have logged into the retailer's website using the same email he uses for his Facebook account.
The company uploaded his email into Facebook and told Facebook to show the ad to everybody in his household. Many households share devices, whether it's using the computer that is closest to you or watching on the same digital media player like a Roku or Apple TV. If people remain logged into Facebook on that device, the company has access to multiple people's browsing history. Facebook is also excellent at tracking behavior across devices, since people use the same log-in on different devices.
So let's say the editor had previously used his wife's computer to look at the bed frames. If his wife had never signed out of her Facebook account, Facebook thinks she was looking at the bed frames web site, then serves this ad on her computer the because it thinks she's interested in the company. Or, perhaps the husband's iPad was logged into the wife's Facebook account when he was looking at the bed frames.
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Facebook would assume she was the one looking, and show her the relevant ad on other devices where she was logged in -- in this case, on her computer. The furniture company worked with a third-party data provider to find their ideal customer, and she is it.
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Advertisers sometimes work with third-party marketing services like Axiom , Datalogic or Epsilon to find the right customer. These companies use a variety of data sources like credit card information and other consumer behavior, and provide information that can be integrated with Facebook or any other advertising platform to target someone. Third-party data collectors focused on degree connectivity may also be able to connect behavior on multiple devices that share email logins.
If you use the same email to log into your internet provider and Facebook, they may be able to collect information on your shopping habits across devices.
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That third-party information can also be used to target households. Facebook accounts have enough information through relationship statuses, pictures and interactions to determine who lives in the same household. The advertisers don't get access to this invidualized information. In this scenario, the furniture retailer might have hired a third-party company to find anyone who is a new homeowner, since those people are likely to need furniture.
It just so happened the editor and his wife had recently bought a new house. If you marry intent and context with what you already know about your shopper Has she visited your site in the past? Is she a loyal customer? By targeting on demographics alone , you may miss out on valuable consumers who may be in market at that moment. Consider this example: If you sell car seats and you target moms alone, you'd be missing out on relatives or friends who might be in the market to buy a car seat as a baby shower gift.
You may also be wasting marketing dollars by targeting moms who already own a car seat or women without children. Let's look at one retailer that has put intent and context at the center of its shopper experience.
The company looked at it from its customers' point of view. Guests might search on smartphones for patio furniture, then see completely different merchandise when they came into their local store. So Target merged its online and offline marketing and merchandising teams into a single unified patio team that was mobile-first. It decided what products and signage to feature in-store based on digital demand. Target also ran Google local inventory ads to show customers on mobile the exact patio furniture that was available in the store nearest them.
As a result, patio revenues in the stores in which Target made this change have been dramatically outpacing the stores in which the change has yet to be made. In addition to understanding intent and context, it's crucial for retailers to embrace the latest trends and engage with shoppers in new ways. In this five-part series, we'll share:. Consumer Insights Marketing Resources. Tools Tutorials.
Advertising Channels. Mobile is driving local.
6 Signs your phone may have been hacked
The retail moments that matter Shopping micro-moments often start when people have a need or desire to purchase a product and they begin thinking of ideas. But that hasn't stopped internet users from sharing their creepy 'strange coincidence' stories online. One Facebook user was so convinced his conversations were being monitored that he switched off the microphone on his smartphone. He told the Daily Mail in December that he hasn't spotted any more 'strange coincidences' since the microphone was disabled.
Tom Crewe, 28, a marketing manager from Bournemouth, was immediately suspicious when he noticed an advert on Facebook for beard transplant surgery. Only hours earlier he'd joked with a colleague about them both getting one, as they remained smooth-faced, despite their age. Within a few hours, an ad came through for hair and beard transplants,' he says. The fact the ad for beard transplants was so unusual and specific made him suspect his phone had been eavesdropping.
He became convinced when later that month he received an advert to his phone -again weirdly and quite specifically - for Peperami sausages. I'd just eaten a Peperami, and it was a few hours before lunch, and a colleague joked how he didn't think this was a particularly good thing to have for breakfast. It's just something I buy during my twice-a-week shop at Tesco. This happened within two weeks of the beard incident. The views expressed in the contents above are those of our users and do not necessarily reflect the views of MailOnline.
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