Marketing & Business Support

2020 has reminded us of the valuable role marketers play in society. Marketers shape behavior and influence change.

To support our clients and our industry during this time, we’ve curated this collection of tactics and resources for surviving the COVID-19 pandemic and for thriving when the economy gets moving again.

See below for a modern mix of:

  • Email and digital marketing tactics to reach an engaged audience at home
  • Some industry insight and tips on over-performing and under-performing verticals
  • Links to helpful business resources and guides from around the web

Want a free consultation with a marketing expert?

We’re doing all we can to support our industry during this time. For a free 30- to 60-minute strategy session with a data-driven marketing expert, click below. Our team is prepared to offer special pricing to get your business thriving again.

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As the world shifts, shift to Digital.

These email and digital marketing tactics offer 1:1 communication with your current or ideal customer via high converting touchpoints for optimum results.

Location-based Targeting & Digital Advertising

Addressable GeoFence Digital Display Advertising:

Target your direct mail audience online via their IP address for a digital touchpoint and increased rate of conversion. Utilizes a proprietary matching logic to serve your digital ads to consumer devices that are connected to the IP address of the home you are targeting.

How It Works: An algorithm matches the physical (postal) address to plat line data to collect the exact size and shape of the matched address. The postal address is then matched to the IP router. When a device is connected to the router, that device is identified. Plat line accuracy limits the amount of impressions served to the wrong household, mitigating wasted budget.

Client loyalty files or prospect target lists may be used. Typical match rate is 90%.

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Mobile GeoFence Digital Display Advertising:

Reach customers and prospects present at a specified location, in real time. Consumers browsing the internet or initiating an app session where mobile ad placements are supported will receive your highly relevant display ads on their mobile devices. This solution is ideal for marketers wishing to target prospects who are present at the locations of their competitors (and when the economy reopens: arenas, conventions, or hotels).

When you need exceptional coverage and precise targeting for customer acquisition campaigns or additional insight on your loyal customers, trust the expert team at AccuData to steer you in the right direction.

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Mobile GeoFollow Digital Display Advertising:

Take Mobile GeoFence one step further! Target consumers who are present at a specified location in real time, then continue to advertise to them once they leave. Consumers’ mobile devices are identified when they enter the fenced location and can be targeted for up to 30 days after they leave.

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Venue Replay Digital Display Advertising:

With AccuData’s Venue Replay technology, you can reach prospects and customers based on past visits to events or store locations. Opposite Mobile GeoFollow, this technology allows you to target consumer devices that were present at desired locations from up to 6 months ago.

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Social Media Advertising

Facebook/Instagram Advertising:

Reach your postal audience or a custom audience based on demographics and interests. Social media advertising is a budget-friendly but highly effective way to add additional touchpoints for improved engagement and enhanced conversion rates.

Included in campaign:

  • Facebook/Instagram Advertising Setup
    • Set up of Facebook Business Manager
  • Audience Creation:
    • Lookalike audience creation
    • Custom audience creation
    • Upload of postal/loyalty list
  • Campaign Management
    • 4-week campaign
    • 48-58K minimum impressions served, based on audience size
    • Report and analysis provided 48-72 hours after campaign completion

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Email Marketing

Prospect & Loyalty Email Marketing:

Reach prospective and current customers in their inbox. Email marketing offers the highest ROI with an average $4 return for every $1 spent. AccuData offers only opt-in, verified email addresses and maintains 100% CAN-SPAM compliance. Email appends available for loyalty customers.

Included in campaign:

  • Email Design Setup
    • Set up of Custom Email Template
  • Audience Creation, 1 of the following:
    • Upload of prospect/loyalty email list
    • Upload of loyalty email list
  • Campaign Management
    • Suppression file (if applicable)
    • Opt-out management
    • 72-hour and 7-day tracking reports

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Targeting based on Online Behavior

Web Visitor Intel:

Identify and engage with anonymous website visitors! Track the journey of web visitors and convert them into customers with actionable information that can be used for sales leads and multichannel marketing efforts.

Receive full name, postal address, email address, pages visited, and timestamp for each website visitor that was matched to our consumer database. Simple placement of a pixel on the website allows for tracking. Currently available for B2C marketers only.

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In-Market Intel:

Next level targeting is here. In-Market Intel empowers marketers to handcraft their ideal audience based on browsing history and online content consumption. Email communications based on behavior can be deployed in real time.

Receive full name, postal address, and email address of the consumer for multichannel marketing via daily, weekly, or monthly exports. Target by 2,500 distinct audience segments or create a custom audience based on geography, demographics, and interests. Client suppressions can be applied.

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Streaming & Audio Advertising

Connected TV/Over the Top (OTT) TV (Streaming Apps):

Target unique behavioral audience segments with your video message over a collection of the nation’s largest streaming platforms and services. The non-skippable content format allows advertisers to engage with an audience that’s committed to the content they are consuming.

Create custom audience segments and advertise on platforms like Roku, Hulu, Apple TV, Xbox One, and more. Targeting options include City, DMA, ZIP Code, and Radius.

Reporting Includes: Performance by time of day, Performance by day of the week, Ad viewer demographics, Video completion rate, Ad delivery by OTT device

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Streaming Audio Ads (Audio Streaming Apps):

Get your message heard by your ideal audience. Advertise to consumers as they actively consume music, podcasts, and news over audio streaming services such as Pandora, Spotify, iHeartRadio, Google Play music, Amazon Music, Slacker Radio, Apple Music, and NPR. Audio ads are shown to have a 24% higher recall rate than display ads.

Client loyalty files or prospect target lists may be used, or custom audiences may be created. Audio commercials will be aired with a display companion ad.

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Industry Scorecard

Categories that are Rising

The following industries are showing growth during this pandemic. For marketing efforts related to these industries, consider:

  1. Direct-to-consumer Social Media Advertising with purchase incentives
  2. Connected TV ads to reach audiences at home regarding delivery options
  3. Email Marketing with invitations to join online groups or view online content
  • Community-supported Agriculture
  • Fitness & Exercise Equipment
  • Blood & Plasma Donation Centers
  • Grocery
  • Pharmacy
  • Hiking
  • Beer, Wine & Spirits
  • Food Delivery Services
  • Telehealth/Telemedicine
  • Edtech/Online Learning
  • Home Fitness Equipment
  • Home Office Equipment
  • Home Delivery Services
  • Pest control, Lawn care & Outdoor Home Services
  • Home Cleaning Services
  • Internet Providers
  • B2B Communication Software
  • CRM Development
  • Hygiene Products
  • App Promotion/Gaming
  • Business Lending
  • Credit Repair

Categories that are Challenged

The following industries are being challenged during this situation, due to either declining sales or service delivery models. For marketing efforts related to these industries, consider:

  1. Venue Replay targeting to promote new virtual events to past event goers
  2. Prospect Email Marketing offers for delivery/curbside options
  3. Social Media Ads promoting 0% APR financing or deferred payments
  • Kids Activities
  • Art Galleries
  • Coffee Roasteries
  • Bridal Stores
  • Amusement Parks
  • Restaurants
  • Child Care & Day Care
  • Fitness & Yoga Centers
  • Food Trucks
  • Traditional Education
  • Retail
  • Consumer Product Goods
  • Beauty Products
  • Automotive Sales
  • Event Marketing
  • Traditional Healthcare
  • Recruitment
  • Real Estate
  • Financial

About AccuData

AccuData Integrated Marketing serves as an embedded data, insights and performance team to agencies and brands across the U.S. Backed by the power of more than 400 data providers and 30 years of real-world marketing expertise, AccuData’s dedicated team helps businesses acquire, retain and grow a profitable customer base by driving direct marketing success.

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