Pairing both together is our best foot forward for driving key verticals such as healthcare and others inside Commerce Solutions.
Analog refers to the efforts to tie outbound messaging based on active campaigns we are hitting inboxes with at any time. Product Marketing may want to hit a particular audience with an email message, and we will often pair it with ads for a few weeks to ensure the message has the impact it needs. This improves email performance overall by keeping the messaging top-of-mind when they are not actively in their inboxes.
Automated campaigns are the next, next level for Blackhawk Network that we are ready to execute on. These would be tied directly to igniting emails and display ads when a user begins browsing certain pieces on our site. For instance, Luke Taylor may be on a list of ours and in a database from previous history, but has gone inactive. We can detect the moment he views something on our site and push any messaging we want to help keep him active again.
This video walks through the nuts and bolts for building the analog campaigns via AdRoll. The setup of these can be done in two ways: manual upload of list or integrating with the Marketo Dynamic Group from the email. The latter is stronger, if the group is set up.
Some quick considerations for these campaigns:
Automated campaigns can be tied to known users in Marketo or anonymous visitors to a certain page on the site. Both are key pieces to the ecosystem, and both are low-spend executions to think through for core efforts.
Some quick considerations for automated campaigns: