Outside the norm: unique ways to find customers who convert

Innovative strategies for forward thinking companies

How does your company find their customers? For many, it’s an exercise in analytics that goes something like this:

“Your customers are online at 5:30pm, they live in Melbourne, they use an iPhone”

While for many companies this may be enough, for startups, those targeting niche markets, or those looking for something a little different, there is much more interesting ways to find your users.

Technology is capturing so much new information, we have to start thinking how we as marketers may actually use it. The value we get from our data overload comes from how we approach it to make decisions easily, engaging people before they even realise they need us.

Here is some innovative ways to target your future marketing.

Outdoor/Indoor advertising transition

Spot the ads?

Currently Samsung is running a big advertising push at my local station — Southern Cross in Melbourne. I go there every day nearly & see it. It actually looks quite similar to the above image.

Yet for some reason, not a single ad has popped up on my phone, even though location data shows i MUST walk past/go near it every day. Why am I not suffering under a barrage of ad retargeting?

No longer can outdoor advertising be seen in isolation, as a separate piece to your broader digital strategies, as it’s a huge missed opportunity to enforce your message with customers.

Ensuring you reach customers geographically is not only possible now, but a missed opportunity for many large companies, it’s time to embrace the connected world and view your advertising as a whole communication piece.

Device history

Seriously — where are your users?

Currently Google Analytics does an interesting, if boring job of telling me what devices people are using to look at my website/app/whatever.

You know what would be more fun though? Learning information like:

  • How many iPhone users also use a Mac
  • How many Android users also use a PC
  • How many Windows Phone users also use a Mac
  • How many tablet users from 5pm-10pm also use a PC
  • The order people access content in, is it Phone>Tablet>PC?

This type of information is useful for designing smart customer experiences. If you know most people first view your website on an iPhone, but then usually signup/book/order on a PC, then you can design based on those 2 separate experiences, rather than operating under the idea that everyone is signing up on their phone.

Similarly, if you’re finding people are constantly dropping off when looking at your website on a tablet, maybe it’s not that they are disliking your tablet experience, but it’s an indication of where they are in the life-cycle of their purchase decision. Or that your tablet ads are not converting people from 5pm-9pm as well as the phone ones do from 12pm-5pm and hence need to be changed.


Sleep patterns

Sleep trends are usable information

Devices like the Fitbit are common nowadays & track something we previously never had access to — sleep. Now the boring information is the time we wake/go to sleep, but the FUN information what this suggests about us & what changes may mean.

Say for instance you have someone with a brand new Fitbit start a process of waking up progressively earlier, followed by a session of increased activity. They’re waking up earlier to go for a run! We could use this information to sell protein shakes that are easy to drink in the early morning, or a new alarm app to help ease them awake.

Lets say someone changes from a “steady” rhythm, to suddenly all over the place, erratic, up for hours at night. Possibly they’ve just had a child! lets flog them some of the billion child related items available.

Sleep patterns are more important than times, as they give us trends, they show us changes and give us data we can use to draw interesting conclusions.

Exercise type

Interested in running shoes? Probably not…

Another wearables example. Is someone a gym rat? A casual weekend walker? A marathon trainer?

Everyone has unique needs in regards to sportswear, there is no use Nike spending money advertising $200 gym cross trainers to someone who needs a shoe to run a marathon in.

By getting hyper-focused on how we approach these people, backed by their data, we can find what their needs are. Let’s find the person who has been running 5km a week, and is now slowly working to 20km a week, an obvious marathon training pattern, and sell them the perfect running shoe.

While we’re at it, let’s offer them a runners massage nearby, some new Skins, hell maybe even a new Fitbit!

Health & fitness companies spend millions of dollars trying to target these people. By improving this funnel so it’s tailored towards the individual we can see stronger results for businesses.

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Christopher Phillips is a freelance marketing strategist, content creator & Pokémon Master, based in Melbourne, Australia.

For the past five years he has been working with companies across Australia & New Zealand to bring their marketing to life.