{"id":355140,"date":"2020-01-15T09:33:50","date_gmt":"2020-01-15T14:33:50","guid":{"rendered":"https:\/\/nexusdirect.com\/?p=355140"},"modified":"2020-01-15T09:33:50","modified_gmt":"2020-01-15T14:33:50","slug":"the-solution-ip-address-targeting-see-below-for-the-problem","status":"publish","type":"post","link":"https:\/\/nexusdirect.com\/sanpablo\/the-solution-ip-address-targeting-see-below-for-the-problem\/","title":{"rendered":"The Solution: IP Address Targeting. See Below For The Problem."},"content":{"rendered":"

There can be no doubt that marketing has evolved over the last few decades. For a long time, marketing was simply this thing of \u201cmagic\u201d that was driven by creative minds. Companies would \u201cpush\u201d their advertisements to consumers and pray it worked. Fortunately, back in 1935, when this strategy was in its prime, there wasn\u2019t all too much competition; the market wasn\u2019t as saturated as it is today with the hundreds of thousands of advertisements we\u2019re exposed to on a regular basis.<\/p>\n

But as we started to move toward saturation, marketing took on the famous \u201cFour Ps\u201d approach, and then eventually, in the early 2000s, made its way to relationship management with a focus on customers, and then finally to relationship management with a focus on all stakeholders.<\/p>\n

We\u2019re listening, we\u2019re understanding behavior, we\u2019re using big data<\/a>, and we\u2019re developing a unique journey that is tailored to each individual. In other words, we\u2019re following what is called \u201cMarket Orientation,\u201d which is all about gathering intelligence, disseminating that knowledge across all departments, and then using all capabilities within an organization to move the needle.<\/p>\n

Collectively, what we know to be true at this point from our intelligence gathering (aka testing, testing, testing!) is that what works best for marketing and fundraising campaigns is an omni-present approach. (There is a very nerdy, psychological explanation for why<\/em> this works, but that\u2019s for another blog.) What\u2019s important to know is that the idea of being everywhere \u2014 omnipresent \u2014 is what works best. That means being in every channel and on every device.<\/p>\n

Here\u2019s an example from one of our clients:<\/p>\n

\"\"<\/p>\n

This chart is showing the results of an omni-present approach test. We tested adding a \u201cPre-Direct Mail\u201d Email to the mix (these people were also receiving a Post-DM Email and Social Advertisements). As you can see from the results, those who received the Pre-DM Email far outperformed the segment who didn\u2019t receive it.<\/p>\n

BUT \u2014 what\u2019s more telling is the audience who didn\u2019t have an email at all. That means they were only able to receive the Direct Mail solicitation.<\/p>\n

Which got us thinking \u2026 how do we reach someone in multiple channels and on multiple devices when we only have their address and nothing else?<\/p>\n

The answer: IP ADDRESS TARGETING!<\/u><\/strong><\/p>\n

What is that, you ask?<\/p>\n

Well, IP Address Targeting looks just like any other digital advertisement (think retargeting ads), except it reaches the end-user through their IP Address. And that is obtained using their physical mailing address.<\/p>\n

BOOM! We can now apply an omni-present strategy to nearly EVERYONE. This includes cold acquisition where we\u2019re renting lists with only physical addresses.<\/p>\n

Pretty cool, huh?<\/p>\n

We totally agree. Which is why it is something we\u2019re utilizing with our clients more and more and something I plan on talking about more and more.<\/p>\n

We\u2019re in the midst of testing this now, checking to see just how much the response rate increases overall when applying an IP Address targeting ad to the marketing mix. And I look forward to sharing those results with you!<\/p>\n

In the meantime, here are my top five things you should do\/think about as you begin planning your upcoming campaigns:<\/p>\n

    \n
  1. IP Address Targeting and Your Budget<\/strong><\/li>\n<\/ol>\n

    Wouldn\u2019t it be great if we could execute our marketing plan without having to worry about a budget? Unfortunately, that is rarely the case. So, when it comes to IP Address Targeting, it\u2019s important to think through the \u201cWho\u201d and \u201cHow Many.\u201d The \u201cWho\u201d will come through in your data strategy, which is point number two, but the \u201cHow Many\u201d is something you\u2019ll also need to decide. What I\u2019m referring to are impressions. Typically, the pricing structure of IP Address Targeting ads comes down to how often you want someone to see your ad. And the formula is such: (Number of IP Addresses being targeted) (Number of days the ad is running) (Number of daily Impressions) (Cost per Impression) = Total Ad Cost. Also, note that this doesn\u2019t include the time and\/or costs to create the actual ad that will be placed. So decide, and of course, play! You can always pivot (increase or reduce) midway through the campaign. Just make sure you make note of that when you\u2019re examining overall results of the campaign.<\/p>\n

      \n
    1. IP Address Targeting and Your Data Strategy<\/strong><\/li>\n<\/ol>\n

      Again \u2026 wouldn\u2019t it be great if we didn\u2019t have to worry about a budget? But we do \u2026 and thus it\u2019s important to understand exactly who should be receiving these ads and carve and cut appropriately. In the example of the results above, the quantity mailed (56,104) was carved down significantly. We had built a predictive model based on a number of different psychographic and demographic information points. This helped us focus our efforts on segments that are more likely to respond to that particular marketing campaign. We would apply the same reasoning and carving when determining where to focus the efforts for these types of ads.<\/p>\n

        \n
      1. IP Address Targeting and Your Creative Strategy<\/strong><\/li>\n<\/ol>\n

        As mentioned above, there are reasons rooted in psychology and behavior economics that explain the \u201cwhy\u201d of an omni-present strategy. It involves the brain\u2019s reaction to seeing the same message over and over again. Thus, when considering your creative strategy for IP Address Targeting, it should come from an integrated communication strategy. In other words, it should look and feel exactly like the rest of the campaign. It\u2019s not cheating if you take the same imagery from your social ads and \u201crepurpose\u201d them for your IP Address Targeting ads. In fact, that is the exact strategy I would recommend. Don\u2019t let anyone tell you that people will get bored with seeing the same image in their DM piece, their email header, their social ad, and their IP Address Targeting ad. They won\u2019t. It will reinforce the message and lift the overall response rate of the campaign, I promise. But if you don\u2019t believe me (or your boss doesn\u2019t), then test it!<\/p>\n

          \n
        1. IP Address Targeting and Proper Testing<\/strong><\/li>\n<\/ol>\n

          Speaking of testing \u2026 do it! The first test I would recommend doing is an IP Address Targeting ad vs. no IP Address Targeting ad. This will obviously confirm whether or not this works and provide a case study for those non-believers in your organization. It also helps everyone see and understand that the point of an omni-present strategy is not to see which channel produces the highest ROI, it\u2019s to show that each piece, working together, helps lift response rates. (PLEEEEAAAASSSEEEE, don\u2019t look solely at the conversion rate of these ads and infer performance. You\u2019d be looking at it the wrong way!) Once these tests are complete, I\u2019d look at testing the number of impressions, the number of days the campaign runs, and various image tests (same image as the rest of the campaign, but possibly in black and white or adding in text on the image, etc.). The key is to continuously test and optimize, which is a general theme of marketing.<\/p>\n

            \n
          1. IP Address Targeting Versus Other Digital Advertisements<\/strong><\/li>\n<\/ol>\n

            There are so many ways to reach people digitally, which means there are a lot of decisions to make when it comes to the marketing mix of a campaign. Should you invest more in social or retargeting or IP Address Targeting or whatever else? There are a ton of pros and cons when it comes to the various types of digital advertisements you can you do (hmm \u2026 I feel another blog topic coming to me). My recommendation is to weigh them all against the budget and make the best decision you can based on the available data\/results you have. With that said, don\u2019t be afraid to test new things \u2014 as in, don\u2019t be afraid to try out IP Address Targeting in your next campaign.<\/p>\n

             <\/p>\n","protected":false},"excerpt":{"rendered":"

            There can be no doubt that marketing has evolved over the last few decades. For a long time, marketing was simply this thing of \u201cmagic\u201d that was driven by creative minds. Companies would \u201cpush\u201d their advertisements to consumers and pray it worked. Fortunately, back in 1935, when this strategy was in its prime, there wasn\u2019t […]<\/p>\n","protected":false},"author":28,"featured_media":355156,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[39,41,38,37],"tags":[],"class_list":["post-355140","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creative-messaging","category-data-insights-analysis","category-digital-social","category-planning-execution"],"yoast_head":"\nThe Solution: IP Address Targeting | Nexus Direct<\/title>\n<meta name=\"description\" content=\"IP Address Targeting looks just like any other digital advertisement (think retargeting ads), except it reaches the end-user through their IP Address. 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