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Chase Teaches Us a Great Lesson about Targeted Marketing

Posted February 6, 2014 by fran @ 11:47 am

The holiday season of 2013 may be over and done with, but that doesn’t mean you can’t capitalize on it anymore. In the example below, you’ll learn about Chase Bank’s recent campaign and how it managed to take advantage of last year’s holiday season… even after two months.

See, to promote its Slate credit card, Chase recently sent a letter to consumers inviting them to get the card and move their balances with zero balance transfer fees. The letter’s headline reads, “Move your holiday balances to Slate and pay no balance transfer fees.”

Why it’s clever:

Chase is being really smart with the timing of its campaign. It knows that a lot of people probably have large balances on their credit cards due to the holidays, and it’s using that to reel people into getting its credit card.

What you can learn from Chase:

One important lesson to this is that targeting your advertising or marketing collateral  isn’t just about looking into people’s location and demographic. Timing, purchase history, and previous behavior also play huge parts in how you should target your ads and marketing messages.

In your next campaign, consider implementing a similar tactic. Don’t just think about who your customers are or where they’re from, factor in what they’ve been doing, what they’ve been buying, and if it’s the right time to approach them.

By doing so, you’ll be able to deploy more targeted and spot-on ads, and convert more users.

How to implement advanced targeting:

So do you need a huge budget and sophisticated technology to be able to effectively target users? Not at all. Talk to your ad network about their advanced targeting capabilities and how you can apply them in your campaigns.

For instance, at AdMedia, we implement behavioral targeting features together with geo- and device-based targeting. This way, we can zero in on users based on their previous behavior, location, and even their device (i.e. PC or mobile) and thus serve up the right ads. This enables us to effectively grab user attention and generate more conversions.

AdMedia also serves up Remarketing ads which target users who have previously visited a website. These ads get an extremely high click-through and conversion rate because they are geared towards people who are already interested in product or service.

Ready to take your user targeting to the next level?

If you’d like to implement advanced targeting on your ads, get in touch with AdMedia today and let’s discuss how we can optimize your campaigns.

Image  Free Grunge Textures – www.freestock.ca on Flickr

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