Good morning, will your audience strategy look different after COVID-19?

Across the nation, businesses are getting back into the swing of things as the number of coronavirus cases continues to downtrend. But even so, life in a post-pandemic world will be different – and marketers may find that the audience segments they used before the global crisis are no longer reliable.

While rebuilding audience strategies, marketers are increasingly leaning on location data to help inform how people are engaging and where they’re shopping now. Those strategies become more effective when layered with economic and psychographic information to build diverse target audiences, said PlaceIQ’s Duncan McCall and Foursquare’s David Shim, during a local intelligence session of Live with Search Engine Land last month. As businesses reemerge from the pandemic, examining location data in combination with external trends can help pinpoint shopping behavior changes and guide new segmentation strategies – all while helping to deliver more precise messaging and targeting.

Once you’ve refreshed your audience strategy, maintaining, optimizing, and nurturing that data is the next step – and it’s where a customer data platform (CDP) comes in handy. At a time when the need to tie together customer data is more urgent than ever, CDPs can help reduce ad spend, drive revenue and build trust with customers

During her Discover MarTech presentation in April, Elizabeth Marshall, director of solutions consulting at Tealium, addressed all the ways a CDP can help brands better engage with their audiences to deliver personalized experiences in real-time – even in the face of so much disruption. Marshall outlined three specific marketing use-cases for CDP deployment: Creating cost-saving measures, delivering revenue growth, and building trust with your customer base. 

There’s more to read below, including an update on a new ad unit from Snapchat. 

Taylor Peterson
Deputy Editor

 
 
 

How do you drive digital transformation to solve your most pressing needs?

We’re living in a world disrupted by factors out of our control. But in the wake of a pandemic, companies still need to deliver – and with urgency. As shoppers navigate their interrupted world, they are changing the way they browse and shop for products. With delivery and curbside pickup turning into the preferred, and sometimes only, option for shopping, the integration of physical and digital channels in the supply chain is now more critical than ever. Join this webinar to discuss how disruptive changes to the CPG industry during the pandemic have accelerated the need to transform the way we do business.

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Social Shorts
 

Dynamic selling on Snapchat goes global

Snapchat’s Dynamic Ads are now rolling out globally. Introduced in the U.S. last fall, Dynamic Ads generate product ads from sellers’ product feeds

A range of templates make it easy for retail, e-commerce and DTC brands to launch shoppable ads based on their product catalogs. Ads are automatically updated in real-time to reflect pricing or availability updates in a feed. 

4C, Smartly.io and Brainlabs are among the implementation partners for Dynamic Ads. Advertisers will need to have the Snap pixel implemented on their sites — and a product feed. Find spec info here

Why we care. Google, Facebook and Pinterest also offer dynamic ads and dynamic retargeting capabilities. Snap’s direct-response advertising business has been growing, accounting for more than half of the company’s revenue. Snapchat’s Dynamic Ads’ global availability comes at a time when e-commerce has grown in response to COVID-19 restrictions. The ads can be used for prospecting or retargeting. 

More in social media…

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Standing with the Black community – Google Blog

The AI Marketer – CMS Wire

How TikTok is taking lessons from the record industry in building a media business – Digiday

Are Marketers Wasting Money On Adtech Myths? – Forbes

Facebook places state media labels on Russian, Chinese broadcasters – Reuters

Nielsen finds connected TV viewing remains higher than pre-COVID-19 levels, despite lockdowns lifting – Nielsen

Facebook creates shopping data sets to make more humanlike chatbots – VentureBeat

Forrester: US Agencies Will Shed More Than 50,000 Jobs By 2021 – AdExchanger