How to Reach, Acquire and Win Back your Audience: 3 Tactics for 2019
Search data has become invaluable to marketers. We are able to segment through demographics, interests, behaviours and purchasing habits, allowing us to build a complete picture of consumers and how to reach them.
We cover an array of verticals in our Hitwise On-Demand Masterclass. See how Brexit is affecting searches, and use brands like Tesco and Airbnb to provide examples on how to reach, expand and retain customers.
We show you how to:
- Acquire new, growing audiences by discovering what your segments care about
- Save your audience at risk by understanding your audiences’ behaviours
- Win back your lost audiences using clickstream data
Acquire new audiences
Using this property example, we are able to understand what consumer groups are likely to search for. As a result, we can acquire new and growing audiences by avoiding generalisations.
Discover What Your Segments Care About
Searches for “First Time Buyers” – Over-Indexed Terms by Segment
Save your audience at risk
To save audiences at risk, we need to identify when consumers choose Tesco and when consumers do not choose Tesco. Here, we can see what people search for and do not search for when choosing Tesco. Being able to differentiate between Tesco and Nectar loyalists, it allows the brand to arrange personalised offers, enticing consumners to directly choose Tesco all the time.
Understand Why They Choose You and Why They Don’t
|Loyalists||Groceries (reach going to Tesco sites)||Retail (reach going to Tesco sites)||Groceries (reach going to Sainsbury’s/Argos sites)||Retail reach going to Sainsbury’s/Argos sites)|
|Tesco and Nectar||1. Grape Juice||1. Garden Furniture||1. Stir Fry Ingredients||1. Small Double Bed|
|Tesco and Nectar||2. Low Calorie Seeds||2. Fridge Freezer||2. Honey Nut Oatmeal||2. Vax Cylinder Hoover|
|Tesco and Nectar||3. Pink Gin||3. Garden Bench||3. Bold Washing powder||3. No Carbs Protein Bars|
|Tesco and Nectar||4. Party Platters||4. Washing Machine||4. Courgetti||4. Airbed|
|Tesco and Nectar||5. Birthday Cake||5. Mini Fridge||5. Teriyaki Sauce||5. Airbed|
|Teso only/ Nectar only||1. Heck Sausages (Tesco)||1. Rattan Garden Furniture (Tesco)||1. Scent Free Washing Powder (Nectar)||1. Retractable Washing Line (Nectar)|
|Teso only/ Nectar only||2. Soya Mince (Tesco)||2. Gas BBQ (Tesco)||2. Best Supermarket Red Wine (Nectar)||2. Dyson (Nectar)|
|Teso only/ Nectar only||3. Edamame Beans (Tesco)||3. Sun Loungers (Tesco)||3. Low Sugar Yoghurt Brands UK (Nectar)||3. iPhone 6 (Nectar)|
|Teso only/ Nectar only||4. Reece Sweets (Tesco)||4. God of War(Tesco)||4. Bread Free Yeast (Nectar)||4. Gaming Laptops (Nectar)|
|Teso only/ Nectar only||5. Jack Daniels (Tesco)||5. PS4 (Tesco)||5. Gluten Free Pastry (Nectar)||5. Mattress (Nectar)|
Source: Hitwiseand Kantar Media TGI. Variable = If Tesco Clubcard or Nectar Card and has been used in the past 3 months AND have visited Tesco/ Sainsbury’s or Argos’ website within 4 rolling weeks to 05-May-2018.
Win back your lost audiences
If we analyse where users move to after visiting the Airbnb site, it is evident that about 20% return to their search journeys on Google, followed by other travel aggregators. Most notably, between August and September, Booking.com and Google appear to lose their search share. Whilst, Hometogo and Lastminute.com grew by over 20%, highlighting the need to devise win-back strategies.
Identify Where Else Your Browsers Go
Airbnb Browsers Downstream Sites from Airbnb
Learn how to use search data to retain your customers
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