Tips for Using IP Data to Drive Marketing Campaigns

With more companies and browsers restricting third-party surveillance, using IP Data is going to be essential in capturing customer data for marketing.

Photo by Markus Spiske on Unsplash

By 2023, many more companies are going to be joining Apple, Mozilla, and others in restricting third-party surveillance in their browsers.

What does this mean for data-driven marketing’s future? Do you still have the resources to pinpoint your precise audience and gauge the success of your campaign?

The answer is categorically YES for the following reason:

Third-party cookies are not the only source of data. For instance, IP data, which is pervasive and permanent, is extremely beneficial to marketers since it can be used to enhance targeting, evaluate inventory quality (for instance, by identifying counterfeit impressions), drive campaign performance, and link business outcomes to certain channels. Additionally, IP data offers detailed profiles of individuals when combined with your first-party data or other privacy-compliant data sets.

As we go into a privacy-centric society, here are few tips for utilizing IP data to strengthen your marketing initiatives.

How Does IP Data Impact Marketing?

In marketing, an IP address is used to target consumers on a specific internet network, by sending advertisements to the IP addresses accessing that network. Your advertisement can follow the “electronic return address” to deliver the exact ad you want, to devices at the exact location you’re trying to reach. Essentially, it’s digital ads direct to customers!

Promote a data-driven culture at your company by making data a priority:

To better understand your prospects and customers, you have to segment them into various personalities in order to obtain insight into their customer journeys.

Moving forward, IP data collected by an IP location API is going to be particularly useful for enhancing targeting, attribution, and analysis while observing current and future privacy laws. For example, you may utilize IP addresses to learn a lot about your viewers, such as their geolocation (country, city, postal code), whether they use the Internet for personal or professional purposes, whether their IP is linked to a dubious proxy connection, their business name, and more. These data points will assist you in determining the appropriate audience to target and the markets that will benefit your campaign and products the most.

Examine the data you now gather and integrate (or do not integrate) to find any gaps that need to be filled:

The majority of businesses have been constructing their databases of first-party data gleaned from several client touch points, such as their websites, social media platforms, campaign landing pages, customer service portals, and so forth. These touch points offer a wealth of data, but they frequently lack the complete context you require. Without using IP data, you will definitely encounter gaps in your understanding that could harm your marketing initiatives.

IP data helps you to obtain in-depth and complex insights that you can use to raise campaign metrics.

For better results, you can, for instance, target audiences based on geolocation and other information. Consider that the objective of your campaign is to increase foot traffic within your brick and mortar location. What is the ideal distance from an outlet to boost in-store visits by new customers? This can be answered using IP data.

IP data also readily enables you for the purpose of targeting and analysis, create hyper-localized segments. You can adjust your campaign parameters based on real-time results to increase conversions and media spend effectiveness (i.e. focus on the channels and day parts that deliver the highest engagement).

It also aids you manage the distribution of online content, making sure that agreements and licenses are followed and that the appropriate consumer or prospect is always shown the appropriate content.

Determine What Data Achieves Your Goals:

Your company’s primary objectives will determine the types of data you require for your marketing activities and advertising operations.

For instance, in order to identify phony ad clicks and ensure that your advertising budget reaches actual people rather than bots, you’ll need to evaluate geo location data and other factors. To guarantee that ads were provided to the right segment if your objective is to confirm ad quality, you must audit ad clicks. You can use specific datasets to hone a variety of use cases, such as enhancing the customer experience with localized content or better understanding the customer experience to improve your operations.

Consider whether you need to work with a data partner:

Asking yourself extremely specific questions is the greatest approach to determine whether you need a data partner or not.                                                                                                                                    

Do you have access to all the information you’ll require to:

• Verify ad expenditure and deliver highly localized content
• Boost advertising yield
• Carry out thorough analysis
• Ensure adherence to the law
• Improve security and prevent fraud
• Optimizing network routing for content delivery

Vet Suppliers:

Data isn’t for everyone. Many small businesses simply don’t have the on hand staff or marketing team to set up and analyze this type of data. If this is the case, you might be interested in outsourcing to a team that can help your business grow.

The results of your projects will only be as good as the quality of the data you gather, consequently you need to find the right team to help make the right decisions.

Here are a few things to consider: 

• How is data collected?
• Is it anonymous and and does it comply with privacy laws?
• Do you gather PII that needs to be cleansed eventually?
• Do you keep personal information?
• How frequently is your data updated?
• Users who have already converted or indicated they are not interested in a product or service being promoted are not worth targeting. Because of this, Digital Element’s data is updated continuously and made available every week.
• How are you validating your data?
• How reliable are your viewership percentage figures?
• How simple is it to use your data?
• Will my business be able to rapidly and effectively incorporate it into our systems?
• Are you open to working with these customers?
• How will you respond to inquiries from clients?

Summary

Using IP Data to identify and target customers for digital marketing allows businesses to send highly personalized ad campaigns directly into their desired customer’s hands. For businesses who collect user data and segment customers the right way — this is the most powerful marketing tool at your disposal.