Question

Why complement your Audience strategy with Customer Match?

a) To target users who have never engaged with the brand
b) To create lookalike audiences based on similar customer traits
c) To track offline conversions
d) To focus on generic audience segments

Answer 1

Customer Match should be complemented with your Audience strategy primarily to re-engage with existing customers and extend marketing efforts to new potentials who share similar traits with your current audience.

Step-by-step explanation:

The reason to complement your Audience strategy with Customer Match is to target a highly specific group of users. By using Customer Match, businesses can upload lists of contact information that their customers have provided to them. Subsequently, the platform leverages this data to help the business re-engage with existing customers, reach similar audiences, and drive more conversions. Meanwhile, a point like 'to create lookalike audiences based on similar customer traits' is actually referring to Similar Audiences, which is a different but complementary targeting option. Customer Match is specifically useful for remarketing to users who have already interacted with your brand in some way, such as those on an email list.

Therefore, the correct option is b) To create lookalike audiences based on similar customer traits. This strategy can significantly bolster the efforts of marketers to identify and target users who are likely to be interested in the brand's offerings because they share characteristics with existing customers. However, it is important to note that while lookalike or similar audiences can be generated as a result of having a Customer Match strategy, the primary intention is to directly reach out to the customers in the uploaded list. Lookalike audiences extend the reach beyond that list.