Audience targeting and remarketing in digital campaigns are not new concepts to digital marketers. There are many strategies we can use to target audiences in search, social, and display media. But there are also a number of ways we can think outside the box and create custom audiences using phone call data.

The digital ecosphere is a very competitive space, and as digital marketers, every day we’re challenged to come up with strategies our competitors have not. So today I wanted to give you a 3 outside-of-the-box strategies for audience targeting.

Audience Targeting Practices Today

Let’s first quickly recap current audience targeting and remarketing strategies. The setup for audience targeting can be pretty straight forward. As brands we have defined target markets, and we use profile characteristics of our target market to find new customers. We then serve up creative and ad copy that speaks to the value we provide to our target market.

Remarketing strategies can be just as simple, if you want it to be. All it can take is one pixel placed on your website and landing pages, and then you can serve creative ads to the visitors who already are familiar with your brand.

With a few easy steps you have have a robust audience targeting strategy set up and ready to go. However, by implementing the standard audience targeting strategies you could be lumping yourself in with a very competitive market. While your ad creative will be unique to your brand, you aren’t running audience targeting strategies that are unique.

#1: Retarget Prospects Who Have Called Your Brand

I already talked a bit about standard retargeting strategies, but what about using first-party data to retarget consumers? Many digital marketers have started to build customer lookalike models from email addresses, and have even retargeted email addresses. This is a great strategy and one you can use to build custom creative.

I urge you to take your remarketing strategy one step further: try using your first-party phone call data. With the rise of mobile we have seen calls to US businesses increase, and BIA/Kelsey estimates that 129 billion phone calls will be driven by mobile marketing in 2017.

Retarget those callers with ad copy and creative to entice the callers to become customers and then repeat customers. With first-party call data you can divide up return versus new callers, the location they are calling from, and even caller IDs to retarget customers with the most relevant ads.

#2: Use Conversation Insight from Phone Calls

When your customers or prospects call you they have a conversation with your brand. And the type of conversation they have can vary depending on where the consumer is in the customer journey.

Wouldn’t that conversation be very insightful to your digital marketing strategies, specifically your audience targeting strategies?

For example, a car dealership receives calls all day long whether it’s to set up an appointment, check for a specific car model, or even ask a safety question. If you know your customers’ pain points based on their conversation, then you can target them in a very one-to-one, personalized way. Use specific social media, display, and even search ad copy and creative messaging that drives your value home.

You can also use the characteristics of that caller and their conversation to find lookalike customers. The more personalized your messaging and targeting, the better your brand will be at matching the solution to a specific consumer’s need.

#3: Tie Together Web Data with Call Data

Another out of the box strategy is tying together all of your online and offline data (such as phone calls). As a digital marketer myself, I know how easy it can be to fall into the trap of measuring only the online journey.

In reality, if you only measure and use online data to target and retarget audiences then you’re missing a huge opportunity to also us information about their offline activities.

My strategy for tying online and offline journey’s together is to assign a unique identifier to each consumer. Passing the unique identifier back and forth between your online and offline measurement tools allows you to see the exact web page and campaigns the consumer interacted with before making a phone call, and even after making a phone call. By obtaining this level of detail for every consumer, your retargeting campaigns can be customized to capture audiences in every stage of the sales cycle!

The above strategies may sound like a huge undertaking, but using call attribution technology and display measurement you can implement these strategies in just a few short weeks and start edging past your competitors!

And get even more strategies for using call attribution to optimize calls just like you do online interactions in The Digital Marketer’s Guide to Call Attribution.