In the D2C ecosystem, the customer is the center of your business. Your customers want to be known as unique individuals instead of a nameless count in a loosely segmented cohort. Brands are leaping away from the days of product suggestions based on elementary profiling. The customers now presume you know them well and want personalized offerings that cater to their specific needs and preferences.
D2C businesses need solutions based on relevant customer data that serve actionable insights to offer such tailored experiences. Paytm Ads lists how to use audience insights to connect successfully with your target customers.
- Understand your audience
It is vital to learn who your real audience is. Leveraging deterministic first-party data can give D2C businesses a 360-degree view of their customers. With insights on past and present purchases, transactional insights, category affinity, devices used, and content consumed above the basic demographics and location, D2C businesses can proactively engage, convert, and retain their customers.
- Meet your audience where they are
In an omnichannel world, D2C businesses need to reach where the customers are. Creating consistent brand communication campaigns at multiple touchpoints across the customer journey across channels is the key to engaging with them.
Recommended Read: Find the Right Audience for Your Brand with Paytm Insider & Paytm Ads
A leading personal care D2C brand partnered with Paytm to drive traffic and transactions on their website. Paytm Ads mapped audiences who had shown affinity to personal care, health, and wellness brands by identifying their online and offline transaction history inside the Paytm app and related ecosystems.
On identification of the target audiences, the brand logo was made visible to these audiences at crucial intersections during their transaction journey on Paytm. These audiences were issued scratch cards that directed them to the brand’s website, where the offer could be applied, and the user could buy the products.
- Driving brand recall and performance
Deterministic audience insights can help D2C businesses attract new customers and engage existing ones at scale without compromising targeting accuracy. Combining this with comprehensive ad solutions can help brands to create versatile marketing campaigns.
With Paytm Audience insights, D2C brands can target custom segments that reflect the highest value customers and let them engage with those most likely to be interested in their brands. For example, Licious, a meat and seafood brand, partnered with Paytm Ads to reach new customers and drive orders on their app. Paytm created a custom user cohort based on transactional insights of users showing a high affinity for meat purchases, online and offline. The existing-Licious customers were excluded from the campaign to ensure accurate performance. A parallel offer campaign was run to drive purchases by these new customers. The offer guided the users to visit Licious App and complete the transaction.
Recommended Read: Top 7 Ecommerce Trends Shaping the Future of D2C in 2022
Such insights-driven ad tech solutions help D2C brands interact directly with the customers and control the user experience. As a result, marketers can easily create personalized campaigns aligned with their overall marketing goals.
To learn how Paytm Ads can help you engage with your customers for your D2C business, write to us at ads.marketing@paytm.com.
