Programmatic advertising: how to engage dormant customers

  • dormant customers

Engage dormant customers with an objective to win them back! Programmatic advertising might help you do just that!

Understanding how to reactivate dormant customers or inactive newsletter subscribers, for example, might represent some easy quick wins for any brand. Programmatic advertising may help (check this link for more on programmatic)

At the amazing Emerce Engage marketing conference in Amsterdam I met fellow speaker Lothar Krause. A highly experienced online marketing professional, he knows how to engage dormant or inactive customers. He is a VP with Sociomantic – the Berlin based company recently acquired by loyalty marketing pioneer dunnhumby.

Sociomantic are experts at helping retailers and other industries win more business. (See this Zalora retail marketing case study or this one with  Zuji Hong Kong).

I had a short talk with Lothar Krause. Be the fly on the wall – click the play button now!

Why care about dormant customers or inactive subscribers?

In my experience most marketers spend far too much time and resources chasing new customers. The result is – often – that less care and focus is invested in existing customers. This in turn results in higher churn.

Take your email newsletter, for example. It is likely that as much as 60% of your subscribers didn’t bother to open or click on your email communication in the past six months. That’s right. As much as 60%.

So the question is, how do you reengage these folks if they aren’t interacting with your email? And that’s where programmatic advertising comes in. Or variations of it. It enables you to place advertising messages in front of your inactive subscribers.

For most businesses this type of advertising is a cost effective way of reaching people you otherwise weren’t able to reach. (I should mention that Markedu – a training company I founded – has seen great results experimenting with this. Markedu were able to reengage a good number of dormant email newsletter subscribers) 

Sociomantic and other players in the programmatic advertising space are delivering great results for e-commerce players and retailers in general.

If I were you, I’d watch this space carefully. Don’t miss this page for more programmatic advertising resources and learn what Google thinks. 

Learn more, grow more

> More programmatic advertising resources on Sociomantic.com
> Get the Mind-Box newsletter for more stories like this
> See more expert video interviews on my YouTube channel
> Check out Markedu webinars – go here English / Portuguese / Danish

2017-01-05T14:58:17+00:00

About the Author:

Michael Leander is an award winning international speaker, trainer, consultant and board member. He speaks about topics related to marketing automation, email marketing, social media marketing, digital marketing, direct marketing, CRM and loyalty marketing.

A consistently highly rated keynote speaker, marketing workshop trainer and panelist, he has shared his knowledge in more than 40 countries.

Practicing what he preaches, Michael Leander also shares his knowledge and ideas on his blog and in all of the most popular social channels. Michael Leander hails from the Kingdom of Denmark.