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The Innovation of Dynamic Marketing Automation

People spend more time on their mobile devices and inside applications. This current trend is completely reshaping how people discover products, seek and consume information and experience your brand or products.

3 min read

The Innovation of Dynamic Marketing Automation

People spend more time on their mobile devices and inside applications. This current trend is completely reshaping how people discover products, seek and consume information and experience your brand or products. The complete customer journey has changed to online over the last years, which means that you have to create relevant touch points with your (potential) customers online. The more people use mobile devices to shop, the more important ad relevancy becomes as a key to increase mobile sales.

Relevancy can be a difficult challenge for businesses with a very wide range of products and for businesses challenging with high traffic to their website or app. If you’re struggling with one of these challenges, dynamic ads can be a real solution for you! Many retailers and e-commerce companies, like Catawiki, have already used dynamic ad campaigns to increase conversions and lower acquisition costs across every device.

This is why dynamic ads are a perfect solution for your business:

  • Action driven content: you can show people ads for the products that they’re interested in
  • Scalability: you can easily promote all of your products with unique and relevant ad creatives without having to configure each individual ad
  • Always on: once you’ve set up your campaigns, you can automatically reach the right people with the most relevant product at the right time
  • Cross-device reach: dynamic ads reach people on any device that they use, regardless of their original touch point with your business

Dynamic ads allow you, as an advertiser, to automatically show people the products they’re already interested in. You can upload your entire product catalogue in one go and dynamic ads – built out of dynamic ad templates – will automatically show the right products to the right people, at the right time. We’ve innovated to use dynamic ads in two ways!

Dynamic Retargeting

Most recognised by marketers is to drive retargeting campaigns using dynamic ad templates, built out of people who have already showed their interest in specific products, by viewing, adding to their basket or purchasing other products on a website or mobile app. They have seen your website or app and can be tracked by using the Facebook pixel.

Easily create a “product sales catalogue” campaign, set up your ad sets with website custom audiences and create a dynamic ad template. You will reach the people that’ve been on your website and/or app before with the most relevant product.

Dynamic Prospecting

This is a completely new way of using dynamic ads. Reach your potential customers using dynamic ad templates in prospecting campaigns. The audience of your prospecting targeting hasn’t seen your website yet but can become part of your customer base. How can you reach potential customers with dynamic ad templates?

Always access to the most relevant audiences with dynamic audiences

To create the most specific ad sets for your prospecting campaigns, your CRM database is key in terms of relevancy. Your CRM database includes all the people that have taken action on your website and/or app. So the people with similar interest can be your potential customers. This is what we call lookalike audiences and can be created based on segments from your CRM database. Connect your CRM database with our platform and you will be able to create lookalike audiences easily.

The process of creating lookalikes based on your CRM database is a manual proces and takes frequent updating to keep these audiences relevant. So, the next step in marketing automation is: how can we make dynamic ad templates both most relevant and effective for the audience and the advertiser?

The next step in marketing automation can be done by making the manual process of updating the prospecting audiences automatic. This solution is what we call dynamic audiences.

Based on constantly up-to-date custom audiences and the performance of products in the product feed, the most relevant products will be shown to your most relevant potential new customer using dynamic ad templates. With the solution of dynamic audiences, we’ve made it possible for you to reach the next level in dynamic advertising.

Want to learn more?

Get started

Get started with dynamic ad campaigns? Create your dynamic ad campaigns for Facebook and Instagram with The Next Ad. We will automatically optimise your campaigns to get the best results!

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Sanne Kruis

The Marketing Manager of The Next Ad. Passionate about Social (Advertising), volleyball player and loves to socialise. Nice to meet you! 

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