Working alongside the marketing executive as well as external agencies one of the main roles carried out at Harrods involved the redesign as well as the implementation of the business as usual display banner creatives.
Projects Involved:
Implementing A/B testing in order to better understand the Harrods customer
Building better relationships within the editorial departments in order to discuss photographic stylings
+ Acquisition Banners
Acquisition marketing, at its core, is simply driving growth. To be successful you must align your efforts with the growth goals of your company. From there research, and resourcing is key. You need to know where you stand, and what bottlenecks are currently in your way. The last piece is really all about testing, and allocation. If you can make baby steps on a variety of your channels, and track effectively. You will know where your optimization hours should go. You will know where to allocate your budget. You will know where your time is needed.
+ Prospecting Banners
Prospecting campaigns are powered by large, robust data sets of customer intent. Gathered from online publishers, social media networks, or advertiser sites, these data sets are analysed to identify potential customers who are likely to engage with your brand. Prospecting works as a customer-acquisition solution because it eliminates guesswork. Instead of relying on the advertiser to manually set demographic, contextual, or placement targeting, most prospecting solutions use machine learning algorithms to serve ads to probable customers.
+ Retargeting Banners
Retargeting is an online advertising strategy of showing banner ads to people who previously visited your site, while they visit other sites. However, many advertising services also use retargeting as cost per mille or daily reach, too. With retargeting ads, you are only targeting those users who have previously visited your site or a particular web page. First, you have to keep in mind that retargeting is not only used for driving traffic to your landing page or website. It acts as a catalyst to re-engage with those window-shoppers and turn them into buyers.
