The Chief Growth Officer at PebblePost, Geoff Dodge, was recently interviewed on BizReport, and offered some great insights on how retargeting can help to save email campaigns as well as provide advantages in direct mail.
In the interview he discussed options for overcoming specific ‘pain points’ that are common in advertising today. This includes ad fraud, ad blockers, and consumer privacy. He looks at how direct mail campaigns have a proven success rate, and even how there is neuroscientific studies that show that they improve engagement. With this in mind, he wants to apply many of these advantages to email marketing campaigns as well.
When asked about how marketers can improve customer experience online, he mentioned three main things. First, marketers need to watch how frequently they are pushing their message. When running advertisements, and especially retargeting, it is important to make sure the interaction with the consumer feels natural, and not like predatory advertising.
The next tip he gave was to test new channels of advertising. The more customization and personalization marketers can provide to consumers, the better the overall experience will be. Finally, he mentioned the importance of taking privacy seriously. With the GDPR events recently, privacy is (or should be) on every marketers mind. Failing to take this seriously could result in not only losing customers, but getting in legal or regulatory trouble as well.
The full interview can be found HERE.
