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With Recent Advancements In Targeting You Can Keep Your Message In Front Of Your Exact Audience Across Virtually The Entire Internet.

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David Morgan
Apr 05, 2018
Security Dealer Marketing

I agree with you John.  I may be biased since my business is marketing/advertising however circling back to the purpose of this post, most of our (prospective) customers don't use ad blockers and retargeting and other forms of online advertising are key ways to get your message in front of prospects.  With recent advancements in targeting you can keep your message in front of your exact audience across virtually the entire Internet. The is the case whether you are a Manufacturer/Service provider, Systems Integrator or a Security Dealer.

NOTICE: This comment was moved from an existing discussion: Brivo 'Buy Now' Online Campaign

JH
John Honovich
Apr 05, 2018
IPVM

I made this its own topic since I think it's an interesting point. A few years ago we did a post on it - Retargeting - Marketing That Avigilon and Dropcam Does But Axis Misses but back then I was much more bullish.

With recent advancements in targeting you can keep your message in front of your exact audience across virtually the entire Internet. 

You certainly can. The downside is that it comes off as creepy to some people, especially given all the privacy concerns in the news these days. I am concerned about brand damage with that approach. I think it's good for growth at all costs but for longer-term brand building, I would be cautious about how aggressive one gets with that.

For example, I am increasingly annoyed with the Brivo retargeting. It feels like stalking. It's too much.

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Brian Karas
Apr 05, 2018
Pelican Zero

It feels like stalking. It's too much.

Agreed.

At times I often wonder if the people running these campaigns actually use the internet at all. Seeing an ad for Product X when I am on a completely unrelated site 5 days after searching "Product X" does not make me think "Yeah, I should buy that", it makes me think "I need to clear my cookies and never search for anything Product X related ever again."

 

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David Morgan
Apr 05, 2018
Security Dealer Marketing

Thanks for making this its own topic John. Marketing is often times overlooked in our industry and this topic is one piece to the every growing puzzle.

I agree, Retargeting, if not setup properly can be annoying and potentially be damaging. Clearly all of us wouldn't loose much sleep if we saw less ads.  Full disclosure, we do not do any marketing for Brivo and I am not for certain as to whether they are managing this in-house or using a 3rd party but it would not be a bad idea to throttle down the frequency rate of their ads which is definitely doable on the major ad networks (Google, Facebook, LinkedIn, Yahoo and Bing). 

Think Retargeting isn't a good idea?  Here's a link to a Infographic that gives some interesting statistics about retargeting.  There's a reason why we will continue to see more and more retargeting...that's because it works!  

I'm not a fortune teller but I think its safe to say that we're just on the cusp of this and where things will get very interesting is when big data / AI learnings by publishers allows us (as marketers) to advertise to users earlier in the funnel before they start searching for products / services including physical security.


Cheers and looking forward to being able to meet next week at ISC West!  I'll be sure to stop by your booth.

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