Webinar: CRM Retargeting for dummies

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Article updated 1 year ago by NewsMDirector

Last Thursday, May 5, David Olivares , CEO of MDirector, gave a webinar on CRM Retargeting. cameroon whatsapp number data The objectives of this training can be summarized in five points:

What is retargeting and its difference with CRM Retargeting.
How this module fits into the MDirector service ecosystem .
How to generate a potential audience and types of pixels.
Steps to create a campaign on Facebook and display.
Benefits of CRM Retargeting within a Cross-Channel strategy.
TABLE OF CONTENTS
CRM Retargeting to overcome the complexity of programmatic buying
What is retargeting and its difference with CRM Retargeting
The MDirector service ecosystem
How to generate a potential audience in MDirector
Steps to create a campaign
Benefits of CRM Retargeting in a Cross-Channel Strategy
CRM Retargeting to overcome the complexity of programmatic buying
programmatic buying ecosystem

To begin, David Olivares started with the outline of the programmatic buying ecosystem published by IAB Spain , which explained how selling spaces to third parties on websites through AdServers works, as well as how advertisers obtain impressions for their ads.

David explained the complexity of programmatic buying, which is not accessible to most advertisers, mainly for economic reasons, and which involves a high level of technical complexity.

The MDirector CRM Retargeting module solves this problem and allows any company, large or small, to run display campaigns wherever they want without going through this maze of companies and technologies.

Furthermore, MDirector's philosophy is based on a modular design that allows highly advanced technology to be brought to any type of company in a very scalable way. In this way, it is the company that decides to start with one service or another and hire only those that it needs.

What is retargeting and its difference with CRM Retargeting
MDirector CRM Retargeting

Retargeting is a digital marketing technique that impacts users who have previously interacted with a particular brand on its website, so that if they leave that website and browse other websites, they will see advertising about the product in the spaces they are browsing.

An example of this technique is when you are looking for a plane ticket and you don't end up buying it. The most common thing is to receive a cookie in your browser that will follow you around the Internet, hitting you with an advertisement so that you come back and end up buying.

In over 90% of cases, the user in retargeting is completely anonymous to the brand . It is a cookie in a browser that disappears if deleted. Therefore, brands only have one piece of information: someone has visited the website.

With MDirector, the aim is to retarget users who are in the database, that is, users about whom there is already information . Thus, it is not a shot in the dark but is directed at people who are already known to be interested in a certain product, which will be much more effective.

The MDirector service ecosystem
MDirector Ecosystem

MDirector was born as an email platform, a single channel that was optimized in an appropriate way but has evolved to offer a unique vision of your users. Thus, each user will be an email address to which other data will be associated, such as the mobile phone or other channels that are accessed through navigation cookies. Hence the latest change to the home page once registered in MDirector.

Brands will be able to access this data even though not all users will have the same information. Starting from the email, some will also have the phone number and others will have the three possible channels. Therefore, it is interesting that the information of each user is enriched with new data that allows you to increase the options of contacting the users in your database.

To create a CRM Retargeting campaign, you will initially access a page that allows you to start working with this service. It is usually a service associated with other services already contracted. However, this module initially requests an initial monetary recharge that works as a kind of wallet with a balance that is consumed if there are bids and impressions. It is not that the money that is recharged is going to be spent immediately, but that it is kept in the wallet to be able to have access to make bids in real time.

This MDirector service, like all its modules, can be contracted in 2 modalities:

Self service: The user is completely autonomous.
Full service: A period of time is contracted from the MDirector team to take charge of the initial implementation of the service in exchange for a small fee.
How to generate a potential audience in MDirector
segment audience

Once on the platform, after activating the CRM Retargeting product, you must go to the “ Audience ” screen. The service automatically creates four pixels or cookies that will be placed at different times. Although many users only use emailing, where MDirector really adds value is when you work with all the products at the same time and can create groups based on needs.

For example, when using Landing Optimizer, the service places a specific cookie on any user who visits the landing page, and on the other hand, it places another type of cookie on users who complete the form and are shown the thank you page.

This process generates potential audiences, since even before creating a campaign, a database of potential users is created that could be impacted. With this cookie system, users can be located so that the campaign is specifically directed to the audience that interests the company.

The service also offers the possibility of creating new segments using additional cookies. This way, the company can collect information about other fields of interest. Typically, these cookies are used for a limited period of time, no more than 90 days.

Steps to create a campaign
MDirector Preferences

Creating a campaign works in a similar way to campaigns on Google. To do this, you first need to name the campaign, set the start and end date of the campaign, and decide on the daily budget to be invested, which will help you control the investment and the maximum daily bid.

Next, it's time to create an ad. The platform offers two possibilities:

Find users as they browse the web.
Find them on Facebook.
Next, you must select the banner and the audience, choosing a certain segment of the potential audience marked above and excluding others that are not of interest. In this way, a display campaign would be created and ready to be launched.

Campaigns created for Facebook, on the other hand, have different characteristics. From the “ Preferences ” menu of MDirector you must link the MDirector service to your Facebook account. After that, you will receive a notification on your Facebook page that you must accept in order for it to work. It is also important to keep in mind that all Facebook creatives must go through a validation process by the platform itself, which can take from several hours to a day.

In addition, from the “ Blocked Domains ” tab you can define a blacklist in which you block certain domains where you do not want the ads to appear.

Finally, just like in the rest of the MDirector applications, you can see a dashboard where graphs are displayed with summaries of all the campaigns you have running at the moment , those that have been concluded or those that have exhausted their budget. In addition, you can see all the details of each of the campaigns, such as, for example, how many clicks the ads have had, how many impressions you have achieved or the accumulated expenditure of the campaign.

Benefits of CRM Retargeting in a Cross-Channel Strategy
MDirector retargeting

Finally, David Olivares showed 3 examples of what can be done with MDirector CRM Retargeting :

Activate cookies on landing pages created with Landing Optimizer, which allows you to perform negative segmentation, i.e. retargeting users who have not filled out the form on your landing page . The cookie will recover traffic that was previously lost.
Use Cross-Channel Marketing to impact users. This way, the impact of a single channel such as email is surpassed. With Cross-Channel Marketing, you try to attract the user's attention through different channels at other times. For example, many companies start the campaign through an email and days later send an SMS to those who have not opened the email in order to try to reach 100% of the potential audience. In this way, given that users spend many hours in front of computer or mobile screens doing different activities, with this system you can have the user surrounded continuously, thus trying to ensure that the user never forgets the brand and that they convert with your company and not with another.
Branding . Retargeting allows you to appear in spaces that would otherwise be impossible, such as the front pages of national or international digital media. For example, MDirector appeared for a few weeks on the front page of El País, with all the brand recognition that this entails.
MDirector appears in El Pais

Therefore, what we at MDirector want to achieve through MDirector CRM Retargeting is to make our clients' work easier and give them the ability to use an advertising system that would be inaccessible to many companies due to the complexity involved and the budget needed to implement it.