Marketing in the digital age demands more than just traditional advertising tactics. Brands seek innovative ways to capture consumer attention amid the overwhelming number of daily ads. Personalization and timing are now pivotal in driving consumer engagement. InMarket leverages advanced technology to address this challenge, ensuring marketing messages reach the right audience at the most opportune moments.
InMarket, a marketing technology company founded in 2010, specializes in data-driven solutions for consumer engagement. Utilizing artificial intelligence and rich data sources, InMarket optimizes ad delivery by predicting consumer behavior and preferences. Their platform enhances the effectiveness of marketing campaigns, providing brands with tools to deliver personalized experiences.
Changing Marketing Strategies
Brands previously relied heavily on broad demographic data for audience segmentation. Now, InMarket’s AI and analytics capabilities enable more precise targeting by analyzing specific consumer behaviors. This shift from generic to granular data helps marketers create custom audiences, enhancing the relevance and impact of their campaigns.
InMarket’s approach includes crafting “commerce audiences” based on past purchasing behaviors. This method offers marketers a reliable way to predict future buying patterns, allowing for highly targeted advertising. By combining transactional data with location and intent insights, brands can achieve better engagement with their audiences.
Reducing Advertising Waste
InMarket’s predictive AI technology not only identifies the best audience but also determines the optimal timing for ad delivery. This reduces wasted ad spend by focusing resources on consumers most likely to be in a purchasing phase. Their “Preceptivity” solution analyzes various consumer signals to forecast when specific segments will be most responsive, ensuring ads reach consumers at the right moment.
An InMarket report revealed that ineffective ad spend can waste up to 75% of a marketing budget. By using predictive models and real-time data, InMarket helps brands optimize their spending, significantly reducing media waste and boosting campaign effectiveness.
Enhancing Ad Creativity
In addition to optimizing the timing of ads, InMarket’s Moments platform enhances ad creativity by delivering contextually relevant experiences. This platform triggers ads when a consumer enters a specific venue or passes by a relevant location. Such immersive ad experiences have proven to drive higher engagement and sales.
For instance, an interactive campaign for Bob Evans Farms guided customers to purchases within stores, achieving record click-through rates and substantial sales lift. This demonstrates the power of combining data-driven insights with engaging, real-time ad experiences.
Key Takeaways for Marketers
- Utilize AI to understand consumer behavior for precise targeting.
- Focus ad spend on consumers in active purchasing phases.
- Incorporate real-time data to enhance ad relevance and engagement.
The evolution of marketing demands an intricate understanding of consumer behavior combined with advanced technology. InMarket’s use of AI and data analytics provides a comprehensive solution for brands aiming to improve their advertising efficiency. By optimizing both the timing and creative aspects of ad delivery, InMarket enables brands to connect with consumers more effectively. Marketers can benefit from these insights by adopting similar strategies to enhance their campaigns, ensuring that ads resonate with the right audience at the right time. The company’s success in driving engagement and reducing wasted spend underscores the importance of leveraging modern technology in marketing.
