Pre-Targeting Smartphone shoppers

 

Audience Profiling & Pre-Targeting Sites: In-Market Smartphone Buyers

 

With the proliferation of smartphones in the market today, we found it very relevant and interesting to plot the online behavior of potential buyers who are actively looking to make a purchase or an In-market audience for ‘smartphones’.

By identifying these audiences and understanding their online behavior, we then identify which are the sites we can focus on to target these users.

Insights

  • Tech Sites & News sites indicate very high affinity
  • Shopping and coupon categories also indicate high affinity, suggesting people are looking for deals.

Smartphone purchase journey analysis

Behavioral Audience Segmentation insights

We went one step further and segmented the buyers based on their online browsing behavior. This is a solid data driven foundation from where the advertiser was able to devise highly focused communication and creatives for the different segments.
 

 1. Tech Geeks:

These are Intent Technophiles who visited these sites more vs the average In-Market Consumer **

  • techupdate3.com
  • killerfeatures.com
  • devicespecifications.com
  • gsmarc.com
  • candytech.in

2. Heavy Researchers:

High Intent Audience who gain savvy by conducting enough research before purchase, and decision majorly rely on reviews **

  • gadgetsnow.com
  • gsmarena.com
  • mysmartprice.com
  • gizbot.com
  • gadgets.ndtv.com

3. Transactional Buyers:

Bargain Hunters primarily looking for Hot Deals and New Launches **

  • supersmartdeals.com
  • bgr.in
  • mobilepriceindia.co.in
  • onepromocode.com
  • trustedreviews.com

* Web behaviour of 8500 sample Mobile Buyers.

** Only a few sample sites listed

Conclusion

Before we begin a marketing campaign, we always follow a data driven approach to first understand who the target audience are and what their media habits are. By combining this data with insights driven by the client and our experienced marketers, we then iteratively optimize the campaign to achieve its objective.
 

Fashion e-commerce audience insights

Audience Profiling & PreTargeting Sites – Leading Fashion Ecommerce Player

Another interesting case we’ve worked on is with a fashion e-commerce player. Here we used the first party data of the client to identify a list of sites where their audiences and their lookalikes are highly likely to be found online (have high affinity towards). These are some of the data-driven insights we identified leading to a successful campaign.

Insights

  • Women sites have the highest affinity with this e-tailer
  • The categories with highest affinity are women oriented, such as Home & Garden, Beauty & Personal care.
  • Shopping and coupon categories also indicate high affinity, suggesting that people are looking for deals
  • Nearly 90% of the top 100 sites by affinity are women sites.
  • The domains with lowest affinity are men-oriented sites, such as automobiles, sports, games