Paid Media Playbook: Advanced B2C Strategies

It’s no secret: ad buying is becoming commoditized. The old-school “fire and forget” campaigns are oversaturating the ad market, leading to higher cost per clicks (CPCs) and cost per actions (CPAs). Marketing budgets are getting slashed due to large economic impacts, and companies are cautious about every ad dollar they spend. There are also big shifts in data privacy, including iOS updates and the pending elimination of third-party cookies, allowing customers to be more aware of the data they share and who they share it with.

So to meet customers where demand is, marketers must focus on what they want to see from brands. Customers are even more focused on personalization with the companies they interact with, as 80% of consumers state they’re more likely to buy from a company that provides a tailored experience (Epsilon), and 55% of consumers state they want more targeted promotional offers and discounts (Dynamic Yield). This has led to data management being one of the top investments marketing teams are focused on in 2023 as brands move towards a mindset of doing more with their owned data. This is all driving a change in perspective on paid media strategies.

Download this playbook to:

• Unlock paid strategies and tactics for customer acquisition, retention, and reactivation, plus learn what traps to avoid.
• Learn how to create the most optimal lookalike, suppression, and retargeting audiences using a customer data platform (CDP).
• Enhance your paid media strategies with abandoned cart campaigns, product recommendations, and more.

While data can make or break your campaigns, knowing what to do and how to use it doesn’t have to be scary. Choosing the right CDP, agency, and tech partners can help. Simon Data and its extensive network of partners work closely together to help power the most successful paid media campaigns.