Knowing as much information as possible about their consumers has always been important to advertisers. The more relevant an ad, the more effective it’s going to be. Special-interest magazines, for example, usually only run ads for products that will appeal to their readers. Advertisers are always trying to learn more about their consumers in order to make promotions and offers more relevant.
With the advent of mobile marketing, brands no longer have to provide relevant content based solely on the demographics of their consumer alone—really relevant content is content that finds the consumer at just the right moment, in just the right place. Direct response shopper marketing that is delivered in the moment of intent—in the store, when the consumer is actively considering buying the product—is the most effective way to turn a shopper into a buyer. If a consumer receives a relevant promotion or offer right after taking a photo of a product in store, there’s a good chance they’re going to act on it.
By using Pongr’s photo-triggered direct response tools, brands can take the relevance of their promotions a step further. Our system provides valuable CRM data for brands to help them send individually tailored messages and offers based on factors like how many photos the user has taken of the brand before, what other brands they like and take photos of, and what brands their friends like and take photos of. Brands can use intelligent tools to determine what the most effective angle is for each consumer, taking into account a wealth of data.
Ultimately, advertising is about driving sales. No one’s going to argue that. But by making the process fun and valuable to the consumer through highly relevant marketing, brands will develop a lasting relationship with the consumer based on trust and loyalty, the value of which cannot be underestimated.