Facebook Purchase Behavior Targeting – Part 3 of 5

Man it had been a busy 20 days for me due to a strategy meet at work. My sincere apologies to all those who might have waited eagerly for the third part of this series.

In this post we will be looking at how to target consumers who buy “Health and Beauty”, “Home and Garden”, “Household” products. Here’s how it’s laid out:

Health and Beauty

Health and Beauty

You can target Facebook users who purchase specific types of health and beauty products by clicking the “Health and Beauty” sub-category. That opens up the following:

  • Allergy Relief
  • Beauty Products and Accessories
  • Cosmetics
  • Cough and Cold Relief
  • Fragrance
  • Hair Care
  • Over-the-Counter Medication
  • Pain Relief
  • Sun Care
  • Vitamins
  • Vitamins and Supplements

Imagine you have launched a line of hair oil which helps in stopping dandruff & other hair loss related products. You can target people who have bought hair care products in the past. Brands will end up micro targeting and reducing wastages in media spends that they do. Isn’t that awesome?

Home and Garden

Home and Garden

Target Facebook users who invest in the area outside of their homes by clicking the Home and Garden sub-category. That brings up the following:

  • Entertaining
  • Home Renovation
  • Organization
  • Tools

Now consider this scenario – you have just finished renovating your bedroom but you haven’t found that perfect painting for the wall facing your bed, an amazing room freshener or that mystic aroma oil that really caught on to your imagination. Won’t it be amazing if you get to target these kind of potential consumers and add value to the overall buying journey?

Household Products

Household products

Target Facebook users who spend money on products for cleaning and organizing the home by clicking the Household Products sub-category. Click it for these options:

  • Cleaning Supplies
  • Food Storage
  • Green Cleaners and Suppliers
  • Laundry Supplies

Interesting possibilities! Say you have just bought a food storage unit but have not really stocked it and you get to see amazing deal on Facebook for buying those staples. Won’t it be icing on the cake… All this is possible through behaviour targeting.

In the next part we will look at how we can target consumers who buy Kids Products & Pet Products. We will also look at if a consumer can be targeted on the basis of her/his Purchase Habits e.g. If your consumer only buys offline then how can you push your communication to this kind. Interesting right!

Ciao till next time J

(Facebook gets all of this information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)

Facebook Purchase Behavior Targeting – Part 2 of 5

Hello friends, it has been an amazing week with all festive celebrations happening. Hope you also had a productive & blissful week.

In my last article we delved into how can you target consumers on the basis of business purchases and buyer profiles. I have done some amazing experiments with behaviour targeting feature that involved using “Clothing” & “Food and Drink” buying habits. Let’s start 🙂

Clothing

clothing

For a clothing brand this is a boon. For example, if you have a new winter-autumn collection for Men, now you can choose different options from the “Men’s” subcategory and voila – you can be rest assured that you are communicating to the exact audience that you wanted to talk to. The main categories in this tab are as follows:

  • Children’s
  • Men’s
  • Seasonal
  • Women’s

Let’s break it down further…

  • Children’s
    1. Children’s Apparel
    2. Infant and Toddler Apparel
  • Men’s
    1. Accessories
    2. Big and Tall Apparel
    3. Business Apparel
    4. Jeans
  • Seasonal
    1. Fall Seasonal Shoppers
    2. Spring Seasonal Shoppers
    3. Summer Seasonal Shoppers
    4. Winter Seasonal Shoppers
  • Women’s
    1. Accessories
    2. Business Apparel
    3. Fine Jewellery
    4. High-Ticket Apparel and Accessories
    5. Jewellery
    6. Low-Ticket Apparel and Accessories
    7. Luxury Brand Apparel
    8. Mid-Ticket Apparel and Accessories
    9. Plus Sizes
    10. Women’s Shoes
    11. Young Women’s Apparel

Imagine the amount of insights which could be gathered from this! There can be different campaigns, targeted towards different age groups, based on new product lines being launched or for a clothing line campaign…. Awesome isn’t it?

(Most of this information comes from actual purchase history through Datalogix and Epsilon.)

 

Food and Drink

This is my personal favourite. Well who doesn’t like to talk about food – What new dish are you making this weekend? Are you planning a cook along lunch? Want to surprise your spouse with a special recipe? Entering a culinary competition and want to sharpen your skills? ……… Familiar scenarios right.

All the above mentioned situations individually could be taken into account to develop a campaign.

food and drink

Clicking on the Food and Drink category will give you below options. You can target campaigns based on the foods customers are buying:

  • Alcoholic Beverages
  • Bakery
  • Beverages
  • Cereal
  • Children’s Food
  • Condiments and Dressings
  • Cooking Supplies
  • Dairy and Eggs
  • Frozen Food
  • Grocery Shopper Type
  • Health Food
  • Meat and Seafood
  • Soup
  • Sweets and Snacks

Not detailed enough? Well, click any of the above to break it down further…

  • Alcoholic Beverages
    1. Wine
  • Bakery
    1. Bakery Products
  • Beverages
    1. Bottled Water
    2. Carbonated Drinks
    3. Coffee
    4. Coffee (K-Cup)
    5. Diet Drinks
    6. Energy Drinks
    7. Hot Tea
    8. Iced Tea and Lemonade
    9. Juice
    10. Non-Dairy Milk
    11. Sports Drinks
  • Cereal
    1. All Cereal
    2. Children’s Cereals
    3. Fibre Cereals
    4. Hot Cereals
  • Children’s Food
    1. Baby Food and Products
    2. Children’s Food
    3. Children’s Food and Products
  • Condiments and Dressings
    1. Condiments
    2. Salad Dressings
  • Cooking Supplies
    1. Baking
    2. Spices
  • Dairy and Eggs
    1. Cheese
    2. Eggs
    3. Milk
    4. Yogurt
  • Frozen Food
    1. Frozen Entrees
    2. Frozen Meats and Seafood
    3. Frozen Vegetables
    4. Ice Cream and Novelties
  • Grocery Shopper Type
    1. Premium Brand Groceries
    2. Top Spenders
  • Health Food
    1. Diet Foods
    2. Fresh Produce
    3. Low-Fat Foods
    4. Natural and Organics
  • Meat and Seafood
    1. Meat
    2. Seafood
  • Soup
    1. Soup
  • Sweets and Snacks
    1. Breakfast Bars
    2. Chocolate Candy
    3. Cookies
    4. Crackers
    5. Granola Bars
    6. Non-Chocolate Candy
    7. Peanut Butter and Jelly
    8. Salty Snacks

Phew….. so many things to learn from and apply to your work in this week.

My next post will talk about how we can use the functionality of targeting consumers who buy  “Health and Beauty”, “Home and Garden”, “Household” products. Till then do amazing things … 🙂

(Facebook gets all of this information from Datalogix via “loyalty card and transaction-level household purchase data with multi-channel coverage across all product categories.”)

(Images and content courtesy www.jonloomer.com)