How to save costs with first-party data and direct customer contact
Marketing performance optimization for Brands
Working with Brand2Consumers can save you serious money on advertising. You hear us say it, but what are the numbers that prove it? You’ve come to the right place.
Let’s say you advertise through Google, Meta, Tiktok or another ad platform to reach your buyers. If you can add first-party data – generated through Brand2Consumers – you can achieve impressive gains on result and/or savings on your budget.
How does that work?
In three ways:
First-party data allows you to find new high value customers faster and cheaper
Direct customer contact / 1st party data connects you directly with trends
Direct customer contact can generate referrals leading to more registrations
Quickly find better new customers with less budget
First, you can use the data collected by Brand2Consumers to find new customers faster and easier. That’s what many marketers prefer to do.
Your ad-platforms offer features that allow you to find customers that look like customers you already have. Meta calls it look-a-like audiences and Google has ‘Customer Match’. Others have similar features. Often, your agency ‘just’ throws in a list of current customers and ‘hope for the best’. Since with these tools, you can not really go wrong, you get satisfactory results. But you could do much better. If you feed these ad-features with carefully crafted segments, created by the Brand2Consumers AudienceBuilder, and will target each segment with its own hyper-relevant campaign, fed with insights from the consented first party data collected by Brand2Consumers, the results will be astonishing. You can hyper-target your best customer matches, your most frequent audience look-alikes, you most loyal customer segments, your most innovative early-adapters, your sleeping beauties or your likely-to-run defectors. All with ease (Brand2Consumers is directly integrated with your favorite platforms) and with low costs: only target the groups directly without waste, realizing the best ROAS.
Soon, you will run Brand2Consumer fed and AI-powered campaigns like Google Performance Max and create tailored, timely messages to relevant customers across Search, Shopping, YouTube, Display, and Gmail. Similar for Meta, Tiktok or your local ad platforms in their channels. We see our clients achieve results of 340% more new customer growth for the same budget with a significantly higher quality of those new customers in terms of customer lifetime value.
Know trends before your competition; target better and save on bidding
You probably work constantly on optimizing your targeting. As a brand marketer, you know that every day, 15% of the billions of searches on Google are new searches [Google, Jan 2022]. That indicates a strong constant change in interests. This provides many opportunities for those that are on top of these changes, and quickly outdate those that are not.
Through Brand2Consumers, you have a direct connection with all of your registered customers, whom you have provided compelling reasons to register (either through rewards, campaigns, coupons, exclusivity, information and other benefits). You are actively connecting with these consumers to extract their preferences and behavior to be able to use that in your constantly updated targeting: your brand can be in the right place, at the right time, with the right offering to meet people’s fast-changing needs.
Brand2Consumers allows you to quickly and continuously (!) collect and analyze data, find insights, and show up for customers at a speed and scale like never before in a world where every customer and their journey is unique.
As with Formula 1, the best car alone doesn’t make you a champion; it also takes your expertise to shine and excel in your market. With our first-party data, and our AI-generated suggestions, you can be that champion.
Combining your brand expertise and the power of the Brand2Consumers platform to collect 1st party data results in a 41% better marketing performance and outpace the competition.
Marketers who use first party data effectively can double the incremental revenue from an ad or campaign [BCG, May 2020].
Better than advertising: referrals
Better than advertising is organic growth of your customer base through referrals. Brand2Consumers facilitates (ongoing) referral campaigns that will empower your member-get-member strategies which have led to 300-400% growth at Brand2Consumer clients. More cost effective, and sometimes also faster than look-a-like campaigns is to persuade your existing customer to recruit friends & family as a customer by rewarding them through the tools that Brand2Consumers offers. If you manage the costs of the rewards, new customer growth can be cheaper, but also binds existing customers to your brand, since those who have referred will not easily defect themselves anymore due to what behavioral psychologists call: the consistency bias; those that tell others what is good will feel better demonstrating that behavior themselves as well. This adds another few percent growth to your customer base.