Targeted audience expansion helps organizations more effectively scale their online campaigns beyond site composition and individual data attributes and focuses on precisely finding more of “a good thing.” Organizations can use data about their existing and future customers to make incredibly prescient marketing decisions. However, the challenge is that there is a lot of noise and confusion in the marketplace. Terms like “lookalike,” used loosely across the ad tech ecosystem, are being heavily promoted as a common way to extend your audience beyond the hand-raisers showing interest or intent in your product or brand today. Adding to the confusion, marketers are presented with a variety of different techniques and data options when it comes to figuring out the best way to reach new prospects online.
This white paper aims to provide B2C digital marketers with a better understanding of why you may need an audience expansion technique and what questions to ask yourself before you get started. We hope to not only build an imperative for audience expansion techniques, but also to offer a guide that will help you choose the right data and right techniques for reaching more of your desired prospects online. Specifically, this white paper will discuss and differentiate two specific expansion approaches: lookalike and act-alike audiences including:
- How they are built
- The problems they solve
- How to use them effectively throughout the marketing funnel