Retailers Set Sights On Facebook, Google Ad Revenue
People with hay fever hate dust. That was the premise of a marketing drive launched by British vacuum cleaner maker Dyson with U.S. retailer Target Corp.
Using data about its customers' shopping habits, Target homed in on shoppers who likely had allergies and showed them ads for Dyson's cordless V6 vacuum on social media and Target's website. The result: sales for the vacuums doubled among shoppers who regularly purchase anti-allergy treatments and products such as Claritin or humidifiers on Target.com and in stores.
Data about real people and real behaviors “actually get a much stronger result because the fidelity of that data is so much richer," said Kristi Argyilan, Target's senior vice president of media and guest engagement.
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