Growing Scale and Efficiency Reaching Financial Services Professionals with Search Marketing

Brief

Coegi works closely with a financial services company whose advertising focuses on establishing themselves as a marketplace leader by growing brand presence alongside a competitive landscape and providing value to financial professionals and consumers through retirement planning content that educates, supports, and inspires action. 

This financial services firm partnered with Coegi to reach financial professionals and retirement aged consumers through a B2B2C omnichannel strategy. One component of this strategy included search engine marketing, which presented robust opportunities though with initially limited scale. 

Highlights

-92%
Cost per Click and Cost per Action


2,504%
Increase in Impressions Served Against 1st Party Audiences


$4
Cost per Action Compared $49 Before Optimizations

Challenge

The financial services company wanted to drive sales growth opportunities by engaging with prospective advisors through relevant content, utilizing first party CRM lists across a variety of channels to ensure media was reaching their specific audiences. The pull nature of the search channel resulted in minimal scale and high costs, impeding the impact of this channel within the media ecosystem.

Solution

In order to continue to reach these niche first party audiences while maximizing exposure across all possible channels, the team incorporated discovery ads. Adding this placement provided a higher volume of page visits at a lower CPA while maintaining tight control on users exposed to the ads.

Results

By expanding inventory to include discovery ads, the team was able to lower CPA and CPC by 92%, while increasing impressions served against the first-party audiences by 2,504%. This shows the importance of utilizing all inventory options to maximize platform results.

Simple Strategies for Sustainable Marketing

The digital advertising community is facing a growing imperative to face our own carbon footprint. For decades, talks of the environmental impact of advertising have largely focused on tangible waste produced by old vinyl billboard wraps and extravagant PR mailers, much of which ends up in landfills. However, with recent estimations that a typical digital ad campaign emits around 5.4 tons of CO₂, the industry is stepping up to promote sustainability, develop best practices, and build greener technologies. With even more sustainability solutions expected on the horizon, it would be premature to overhaul your entire digital strategy. But if carbon-consciousness is one of your businesses objectives, here are five innovative approaches to think through now: 

Build Your Sustainability Roadmap

Sustainability transformation requires a holistic understanding of where your brand stands today. 

Before you make large changes, plan time to reflect on historical advertising practices, discuss which areas of sustainability you would like to prioritize as focal points, receive alignment across all relevant teams – ultimately determining what a transformation engine could look like at your company and what it would take to empower action and collaboration across teams and partners. 

Building this roadmap prior to tackling any specific changes will increase likelihood of long-term success. 

Choose a Trusted Measurement Partner

Take it from performance marketers: you have to plan your strategy with measurement in mind. 

Currently the best solutions for understanding your campaigns’ carbon emissions are outside of your performance platforms, so you’ll need to evaluate the sustainable ad tech landscape and determine the ideal partner to challenge and support your transformation. Organizations like Scope3 and Good-Loop have been vocal drivers of ad industry change; Good-Loop has partnered with IAS to enable the seamless tracking and viewing of end-to-end carbon emissions alongside other crucial metrics such as brand safety, fraud, and viewability. 

Ultimately, partnering with a reliable measurement provider, like some mentioned above, helps mitigate the risk of greenwashing and ensures your sustainability claims are backed by robust data.

Establish a Baseline and Set Benchmarks

Before establishing goals to minimize your carbon emissions, you must understand how your current approach measures out.

It’s become essential for you to answer this question: can we accurately gauge the impact of our efforts on reducing carbon emissions in a significant way?  To effectively address this question, you must possess a holistic view of the data points emitting carbon emissions throughout the entire lifespan of your digital ad campaigns. Gathering this information sooner rather than later will allow for the identification of necessary benchmarks to properly evaluate future sustainable marketing efforts and ensure progress is being made.  

Ensure Existing Tech is Minimizing Waste

Your commitment towards sustainability means having to consistently assess and enhance your technological framework and operational procedures to ensure movement towards the reduction of your carbon footprint across digital advertising. 

The good news? Cutting back on impression waste should lead to more cost-efficient performance. Aim for highly viewable impressions, whether through programmatic viewability minimums, programmatic guaranteed and private marketplace deals with these guarantees, or via environments that are naturally more likely to be seen and watched to completion, like Connected TV. 

A greener future represents the need for a collaborative effort between yourself and each stakeholder within your supply chain. 

Experiment with Attention and Engagement Metrics

By optimizing to look beyond what viewability and reach can offer, you can prioritize “attention time” for a more definitive view on who actually saw an ad. This will help you maximize your understanding of consumer engagement while also increasing ad quality. 

According to a study by WARC, successfully optimizing toward  “attention time” can have additional environmental benefits without putting your overall marketing results in jeopardy. This is achieved by eliminating between 20% to 25% of the highest carbon-emitting domains and by placing online ads in destinations where messaging and context align. 

In the end, this approach makes attention measurement a win-win for performance and sustainability. As the consumer demand for brands to address environmental concerns intensifies, our industry has the opportunity to enact meaningful strategies to make our efforts more sustainable. 

Moreover, in reevaluating the status quo with a strong roadmap ahead, marketers can contribute to building a future that creates value for brands and their audiences while minimizing the impression waste contributing to our collective carbon footprint. 

For hands-on guidance in crafting your brand’s marketing sustainability plan, reach out to a Coegi strategist and download the white paper to understand more about the key steps for building a sustainable marketing practice:

  1. Form a Holistically Supportive Transformation Engine
  2. Establish an Understanding of Your Baseline Emissions
  3. Choose the Right Measurement Partner
  4. Build Your Roadmap Toward Sustainable Transformation
  5. Ensure Your Existing Tech is Minimizing Waste
  6. Experiment with Attention and Engagement Metrics

The Drum – Attribution Matters: Navigating an ‘Uncomfortably Complex Topic’

Attributing results to particular channels or campaigns is arguably digital marketing’s most dogged problem, with an array of approaches mutating as platforms change. Coegi’s SVP of Marketing and Innovation advises that “it’s not just GA4 that will upend your attribution models. The latest iOS17 update will reportedly strip link trackers from being passed through message, mail, and private browsing. It’s yet another action chipping away at the scale and effectiveness of last-click attribution and website analytics.” Learn more from Ryan and other experts here.

The Drum – Stop Making Ads, Start Creating Content

Our industry has come a long way from the days of every banner flashing ‘Click Here’ or ‘You’ve Won a Free iPod’, but true creativity is still being shackled by the perception that ads meant to drive performance have to look and feel a certain way. In reality, everything a brand releases to the internet plays a role in how that brand is perceived, so why is there still such a disconnect between brands’ organic and paid content? Coegi’s Savannah Westbrock argues the real future of creative is not ads but content – performance-driven, consumer-centric, and driven by cross-discipline teams.

The Drum – Your Data Strategy Can be a Community-Building Strategy

How do the world’s most beloved brands like Lego and Trader Joe’s earn lasting spots in the hearts of consumers? They use consumer data the right way, creating meaningful experiences that build relationships between individuals and the brand. Not to simply create transactions.

You can do the same (even without the theme parks or Hawaiian shirts).

Read more on The Drum:

Driving 12K Leads for a Luxury Home Appliance Brand

Brief

A luxury home ice maker brand partnered with Coegi to create a B2B2C strategy that would establish relationships with custom builders, designers, and homeowners, driving in-store visits to authorized brand dealers and growing their sales pipeline.

Highlights

12,000
Leads Generated


68%
Lift in Dealer Visits

 

Challenge

Consumers who were in-market for home appliances were easy to reach and wanted the client’s products. However, they could not buy directly from the brand. We needed to reach kitchen designers and renovators to close the awareness gap between consumers and professionals. 

Our team had three key questions: 

  • How can we reach this niche audience beyond traditional B2B channels?
  • How do we evaluate if we effectively reached this audience?
  • How can Coegi set up the client for long-term success with this audience?

This home designer and builder audience had proven difficult to reach online. So, we needed to expand beyond traditional B2B channels, such as LinkedIn, to drive lead generation and build a long-term CRM growth strategy for the brand. 

Solution

Building Awareness With B2B Audiences

Digital media platforms offered limited reach to build awareness among our very niche group of trade professionals. Instead, we partnered with key trade publications to leverage their email syndication lists. 

Prior to activating any digital media, Coegi worked with three leading industry publications for a three week email-blast campaign prompting website visitation. This allowed us to build a fresh, highly-qualified audience list primed through sequential messaging. 

Driving Action From In-Market B2C Audiences

We took an audience-first approach focusing on consumers already in the consideration stage for relevant products, and drove three core audience segments to find the brand’s B2B dealers: 

  • Influencers: Custom builders and designers seeking a luxury ice maker producer for clients
  • Explorers: In-market consumer audiences already considering the brand 
  • Kitchen Buyers & Remodelers: In-market audiences with a history of purchasing luxury home goods but lacked brand awareness 

Coegi used Facebook, Instagram and Pinterest to reach users actively searching for home renovation ideas and products. This was accomplished using a blend of contextual, interest, lookalike and retargeting audiences. We also used display retargeting and a paid search strategy to own branded search terms and secure top-of-page placement at final stages of the consumer journey. 

Implementing a Full-Funnel Measurement Strategy

With email serving as the awareness driver, we were able to focus on measuring core actions, such as “Dealer Locator” button clicks and contact form submissions on their website. These actions helped us evaluate if we had reached the B2B audience and then implement sequential messaging and flighting to drive conversions.

The Results

By combining the audience quality of industry publications with digital reach and measurement, this B2B2C marketing campaign drove outstanding results. It generated 68% growth of in-person dealership visits and 12,000 B2B leads to establish a first-party CRM database. 

Key Learnings

  • Digital technology and tools that may not be top of mind for B2B marketers can be used creatively to solve problems
  • Understanding who your audience trusts up front leads to smart partnerships that take the guesswork out of your strategy

5 Essential Influencer Marketing Tips

It’s hard to overestimate the power of a strong influencer endorsement. Trusted creators are powerhouses for building brand equity in a non-invasive way. 

They make word of mouth marketing scalable and efficient, when done well. However, many brands fail to reap the full benefits creators can offer. 

Why? 

  • Influencer marketing is often siloed or disjointed from overall business objectives and media strategy. 
  • Content performance can be difficult to quantitatively measure
  • And, with seemingly unlimited choices, it can be hard to identify the best influencers for your brand. 

But with the right building blocks,you can overcome these challenges. Here are our top five influencer marketing tips we apply to maximize our clients’ investments at  Coegi.

5 Essential Influencer Marketing Tips

1. Align influencer selection with business goals

First, define the business objective. What are you hoping to achieve with influencer marketing? Do you want to generate mass reach? Build market share within a specific niche? Or, are conversions, sales or leads the desired outcome?

After defining the goals, you can determine the mix of creators necessary to achieve those objectives: 

  • Mega influencers (1M+ followers): Ideal for driving mass awareness through celebrities or other large personalities. 
  • Macro Influencers (<1M followers): Reach engaged followerships in a more authentic way than mega.
  • Micro influencers (<50K followers): Ideal for driving consideration and conversions from more curated, but scalable, audiences. 
  • Nano influencers (<10K followers): Ideal for building brand community through long-term partnerships and driving action within niche interest segments.

Remember – bigger following does not always equal better results. Higher follower counts and millions of impressions comes a higher price tag and a less precise audience. Timing is another consideration, as larger-scale creators often have longer lead times due to heavier editorial calendars. 

Learn more on how to choose the best influencers for your brand from one of Coegi’s account supervisors and influencer marketing connoisseur, Natalie Carson:

How to Choose the Best Influencer for Your Brand

2. Find influencers that resonate with your brand style

Selecting the right size of creator for your goals and budget is important. But, finding the perfect creator match goes beyond surface-level numbers. 

  • Does your brand tone match the influencer’s personal brand voice? 
  • Is your product or service offering aligned with their follower interests? 
  • Does their content style and visual aesthetic complement your brand image? 

Finding creators that already fit your general brand standards will make the partnership process more streamlined and the content creation more genuine. 

But the real magic happens when a creator becomes an ambassador who truly knows and advocates for your brand over months or even years. You can nurture these relationships through evergreen discount codes and affiliate links, which will incentivize the creator while helping you track actions taken by their followers. 

3. Prioritize creators with strong follower communities

Users are becoming more perceptive to blatant advertising and ingenuine messaging. Take stock of how strong the creator’s rapport is with their followers. Do they truly influence their audience? This is especially important when attempting to reach Gen-Z consumers, who are hyper aware of sponsored content

Smaller creators tend to drive higher conversion rates due to having greater trust and engagement with their followers. Regardless of size, creators that organically align with your brand and are true advocates (ie. they actually use your product!) will be much more likely to influence purchase decisions.  

Lastly, be sure to thoroughly vet creators and avoid those with significant amounts of bot traffic or paid-for followers. These can inflate engagement and follower numbers but are useless for building your brand. 

4. Don’t treat influencer marketing as an “add on” to your media strategy

Influencer should be woven into a holistic marketing strategy, not treated as a separate tactic or handled by a random third-party. Consolidating your paid media and influencer marketing within one digital media agency offers three core benefits:

  • Measurement and Accountability – By integrating influencer with digital media, you can measure influencer campaign success using the same performance lens as other channels. 
  • Cross-Channel Budget Fluidity –  Centralization empowers marketers to move budget with agility where performance indicates – whether across channels or within creative rotations. For instance, through smart contract negotiation, a viral influencer post can be turned into a paid campaign from the creator’s handle or amplified by the brand. 
  • Seamless Audience Targeting – Media agencies can upload first-party data segments used across other channels to understand which influencers your audience already engages with and synchronize targeting to reduce media waste. 

Sharing cross-channel learnings and insights will make the overall media ecosystem stronger and allow for a more holistic, data-driven approach. 

5. Let your creators create

Good creators are storytellers and social media experts. They have their thumb on the pulse of social media trends. They understand the algorithms. And they know how to communicate with their audiences. 

90% of consumers view micro influencers as credible, believable & knowledgeable. 

Empower these partners to have an authentic voice when speaking on behalf of your brand – not a scripted actor. We’ve all sat through cringeworthy scripted ad reads on YouTube and raised eyebrows at ill-fitting product endorsements on Instagram or TikTok. And I’m betting you didn’t end up using those particular affiliate codes. 

You will see stronger results if you allow creators to communicate with their followers in a way that comes naturally. Simply let them create content, not ads. You can’t build brand authenticity without allowing your creators to be authentic with their audiences. 

View our Practitioner’s Guide to Influencer Marketing for more tips plus a step-by-step process on how to launch an effective influencer marketing strategy. 

The Practitioner’s Guide to Influencer Marketing

The Practitioner’s Guide to Influencer Marketing

Influencer marketing campaigns pair the power of word-of-mouth with the efficiency, scalability and data-driven mentality of digital advertising.

In this guide, we share Coegi’s best insights to running more strategic and accountable influencer marketing campaigns.

You’ll learn the ins and outs of results-driven influencer marketing so you can feel confident adopting this high impact, authentic channel into your brand strategy. 

What You’ll Learn: 

  • Criteria for effective influencer marketing campaigns
  • Reasons why influencers are critical for modern marketing plans
  • Key benefits and challenges of influencer marketing 
  • How to determine if influencer marketing is right for your brand 
  • Step-by-step guide of how to launch an effective influencer campaign
  • Expert tips for successful campaigns and creator relationships 

Why use influencer marketing? 

Influencers can be your fast track to content authenticity, brand credibility and business results. 90% of consumers view micro-influencers as credible, believable and knowledgeable. The power they have on consumer behavior and buying decisions can’t be overstated. 

Here are the top 4 benefits of influencer marketing campaigns: 

  1. Credibility Building: Influencer marketing puts a face and personality to your brand – a key component to building audience affinity. Trusted creators can connect with followers on your behalf to improve engagement, retention, and loyalty. 
  1. Content Creation: Rather than spending additional production dollars to create branded images and videos, your creator partners make that collateral for you. The end result – native-looking social media content which, more often than not, outperforms obvious ads. 
  1. Authentic Reach: People are becoming more privy to ingenuine advertising. They place greater trust in relatable creators with close-knit communities who only engage with brands that match their personal values and preferences. 
  1. Social Selling: Influencer marketing can be much more than a brand-building tactic. Sponsored creator posts can drive measurable, incremental sales impact. Use tactics such as UTM links, point-of-sale integrations, whitelisting, and brand boosted influencer posts to optimize attributable sales. 

Download the full guide to learn how to harness these benefits and build high-performing influencer marketing campaigns for your brand. 

Need an agency partner to help craft and execute your influencer marketing strategy? Contact Coegi today for a discovery call. 

Building a Roadmap to Your Best Customer: Customer Marketing Q&A

Marketers are tasked with the difficult exercise of creating meaningful consumer touchpoints that authentically connect an audience to your brand. To build a successful customer marketing strategy, you need to know who your best customers are and how to reach them. Being grounded with this knowledge also helps set your path to scale and discover your next best customers. However, it’s not always clear how to best define and cultivate these audiences to build sustained impact.  

To shed light on the topic, we sat down with Coegi’s CEO, Sean Cotton, and Director of Innovation, Savannah Westbrock, on The Loop Marketing Podcast. In this episode, they outline how to identify and reach your best customers and build long-lasting relationships. 

Continue reading to learn how to: 

  • Create and refine your ideal audience segments 
  • Collect and scale first-party data for cookieless targeting 
  • Test and measure the effectiveness of your audience strategy 
  • Tap into human nature to build long-term, loyal customers 

The following is an edited transcript of the podcast. Click here to listen to the full episode on your favorite streaming platform.

Spotify: The Roadmap to Your Best Customers

Q: To start us off, where should brands begin when building an audience targeting strategy?

Sean: It’s certainly a balancing act. You want to scale your marketing and reach as many potential customers as possible, but you don’t want to waste marketing dollars either. A great place to start is with the audience we already know – the most deterministic, valuable customers we have line of sight with. Engage them first, then model off of them. 

Then, expand your research with a focus on the human element. There is limited first-party or deterministic audience data. So we have to get to know our audience beyond those data points. What are their interest behaviors, attributes, and even psychographics? Start building upon your original data set with these insights. This can include social listening, focus group data, or other things of that nature. 

Q: In the midst of the cookieless future, what are some ways to build a futureproof audience strategy?  

Savannah: We’re in a really interesting transitional time. I’ve been referring to the period we kind of grew up in here at Coegi as the ‘programmatic Wild West’. We had so much data at our fingertips that we could skim through pre-built audiences and find a third-party data set we were really confident in. As we shift toward consumer privacy being more of a focus, we need to return to marketing basics. Social listening, as Sean said, is a huge one – especially with social media looking vastly different today than it did 10 years ago. 

Also, simply put yourself in your audience’s shoes. If something comes up in your research – blogs they read, shows they watch, subreddits they subscribe to – spend some time in those spaces. I think it will spark some interesting ideas of different touch points you can add to your overall strategy.  

Sean: I would also add that we are still maintaining a data-driven approach. Prior to the programmatic era, media decisions were often based on assumptions. Data-driven advertising helps us use quantitative data to inform who our audience really is. Now, we may be looking at a variety of other qualitative sources, but we want our assumptions to be backed by data. 

I think a good example was some campaigns we did with BODYARMOR for a number of years. Obviously, athletes are their target audience in the sports drink category. But, research found that moms were actually a primary purchaser in bulk at large retail stores. So that became an entirely new audience with a different messaging strategy. 

Q: How can brands best capitalize on first-party data to identify and reach potential new customers?

Savannah: First-party data collection was one of our first recommendations when Google made their announcement to deprecate third-party cookies. But there have been roadblocks along the way. Many brands are realizing that the way they set up their point of sale systems or their website was not ideal for aggregating all of their data. Especially if you have loyal consumers who use your products and are willing to give you their personal information, you want to gather all of that first-party data in one central location. 

So, whether it’s a CRM system or an ACP system, make sure your data is in an area where you can evaluate it. Then, let that high quality audience determine how you experiment as you broaden your strategies.  

Q: How can you apply audience data learnings across channels to bring the most value possible? 

Sean: Because we experience so many media touchpoints day-to-day, we want to take a broad, holistic view when we have valuable first-party data to gain audience insights. It could be the websites they visit, the influencers they follow, their location patterns, and even heat maps to the retail chains they frequently visit. By holistically researching how these customers spend time and where they devote their attention, we can get a full view of how to engage them throughout the day.  

Savannah: And that also helps us understand how our audience is responding to our messaging throughout the campaign lifetime. For example, Coegi media planners are beginning to implement a performance scoring model as a part of our measurement strategies. 

Let’s use the simple example of someone in-market for a car purchase. If they’re visiting our brand’s website and looking at different models, they might still be in the discovery phase. If we know they visited the lot too and spoke to salespeople, that’s a much more invested person who’s more likely to take the next step. So it helps us retroactively look at each touchpoint and the actions that grow out of them to understand the true effects of marketing.  

Q: How do you measure the effectiveness of an omnichannel audience strategy and build a test and learn approach to refine the process? 

Savannah: First, we empower the full team to come together: our in-platform specialists, strategists, research team, and even clients. Have a proactive conversation about what each step of the consumer journey really means and how each step needs to be measured against our media. 

Having this conversation upfront with all the correct people not only informs your setup strategy, it will also aid your optimization strategy. It can help you put together reports with really valuable insights. And overall, it leads to more successful start-to-finish campaigns that are replicable.  

Sean: This approach also powers our measurement strategy and learning agenda. As we are laying out the strategy, we make certain hypotheses. Then, throughout the campaign, we’re proving those suppositions either correct or incorrect and making pivots. The test and learn approach allows us to iterate on an ongoing basis to drive performance.  

Savannah: And there’s an added value of being honest and transparent – having those real conversations with teams and clients upfront. Often, our instinct is to want to always be the expert in every piece of our campaign. This gives us an opportunity to say, this is our expectation, these are our benchmarks, but let’s plan for what to do if this doesn’t work.  

Q: How do you balance human intuition with AI modeling to identify your next best customers and refine your marketing strategy? 

Sean: We have to understand our audience and be respectful to the sensitivities of their data. It really comes down to putting guardrails around AI machine learning – simple things such as frequency caps and sequential rotations of your creative messages to tell a story. 

Is cost-per-click or click-through-rate really driving growth for your brand? Or are you simply capitalizing on consumers that were going to purchase anyway? It’s a combination of understanding the human element, putting guardrails in place for machine learning to respect our customers, and then implementing a rigorous measurement strategy.  

Q: How do you avoid alienating customers with ad oversaturation and build a roadmap to long-lasting customer relationships that grow over time?

Savannah: Well, I love what Sean said about making sure your audience is seen as a human. One of the easiest ways to do that is to think, “what annoys me?” For example, when I get the same connected TV ad 400 times. What turns my view of a brand off and what can we avoid in our strategy? As you’re putting together tactics, think of the things that personally rub you the wrong way and be sure to avoid them.  

Sean: I think it’s also important to regularly refresh our customer database so we don’t forget about lapsed customers. We’re going to approach them differently than our most loyal customers. Understanding the nature of our first-party audience is another way to communicate with them effectively.  

Live Listener Q&A

Q: How do you build a customized user journey without feeling invasive or creepy? 

Savannah: Creepiness is obviously subjective, but for me, where I have felt that line was crossed is when I am getting a super personalized message from a brand I’m unfamiliar with. This speaks back to maintaining and nurturing your CRM list. 

I may have bought a product from this company years ago and they slipped my mind. So when I get that really hyper-targeted search banner ad or those t-shirts on Facebook with my name on them for some reason – those things are typically when the red flag goes up. They feel more invasive than a personalized email from a company who I’ve purchased from several times. 

Q: For a brand in the startup phase, how do you begin to build an audience strategy? 

Sean: I think a good place to start is simply your website analytics. If you’re a startup, you’re likely going to do some sort of press release. You’re going to try to get your name out there, and you may be doing some things to engage customers face-to-face. Take each of these opportunities to gather as much data as possible. 

From an online standpoint, there’s always your website analytics. You can drill down to the city level or even the DMA level to find where qualified traffic is coming from. If you have multiple pages, which are visitors most engaged with? What time of day are they coming to your site?

There’s a number of signals there that can be a starting point for audience learning. If you are able to engage face-to-face with a few people, you’ll gain insights about what the consumer response may be at a larger scale. So record and leverage that critical feedback. 

Savannah: There’s also an opportunity in the early days to think about creative ways to incentivize your initial customers. A common tactic is offering a discount if people sign up for your newsletter. 

Q: What are some creative ways for brands to jumpstart their first-party data collection when starting from scratch? 

Savannah: This is where partnerships can really come into play. Second-party data is a great place to start. If you don’t have a robust CRM list of your own, look for other businesses with high-quality data and do your due diligence to evaluate it. 

You can also look at things like retail media partnerships. If you’ve done on-the-ground research of where your consumers shop and what they’re interested in – you could go to Target’s Roundel, for example. Maybe you know your audience is in-market for parenting items. Look at those retailer audiences and see if there’s a unique way to reach them there.  

Sean: You can also tap into your creative executions in some cases. For instance, on Meta, someone who watches a video all the way through can be put into a remarketing bucket. Then you can perform lookalike modeling off of that group. You can do the same thing with programmatic video and there are other types of creative formats that allow you to gather first-party data

Q: What is your number one tip for audience segmentation and relationship building?

Savannah: Simply don’t forget that your audience is made up of people. Each member of your audience has a unique relationship and journey with your brand. Any opportunity you have to segment your audience and deliver different messaging at different stages of their journey is a great way to strategically build meaningful relationships. 

From there, it can inform the channels you execute on. It can inform your creative messaging. Overall, it lays a really solid foundation from people who are new to your brand to the loyal customers you’re working to build.  

Read Savannah’s Cookieless Targeting 101 article here. For more tips on consumer research, listen to our podcast episode, Research Done Right

The Impact of Inflation on Advertising | Whitepaper

Businesses are facing a familiar problem: economic uncertainty. This time, the coalescing effects of the COVID-19 pandemic, record-low unemployment rate, and a newsworthy-high inflation rate have created a unique challenge for businesses and their marketing teams. What do we do when the population theoretically has money to spend, but the high cost of basic necessities makes them cautious to buy? 

In this whitepaper, Coegi researchers provide an overview of the recent North American economy as of Q1 2023 and the corresponding consumer behavior changes, acknowledging the current challenges and opportunities for businesses and marketers. 

Importantly, we acknowledge that each business’s target audience is made up of real, living people, and thus there is no one-size fits all approach to marketing during times of economic volatility.

However, using a data-driven approach to understanding outcomes of previous economic strife, we provide evidence-supported recommendations. In short: fully pausing your marketing communications rarely yields future dividends. 

Download Coegi’s whitepaper covering:

How brands should react to the inflation in 2023

  • The impact of inflation on consumer behavior
  • Finding the upside of marketing in a down economy
  • Pivoting with resilience: creating a future fueled by marketing efficiency

Key ways to recession-proof your marketing

The impact of inflation on advertising in key industries

  • CPG and retail
  • Financial services
  • Healthcare and pharma
  • Real estate and home buying
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