At this point, you’ve realized that Tax Season is a big opportunity (a $330B opportunity, to be exact) that warrants more than a light, 2-3 week ad campaign. You’ve right-sized your budget and you’re ready to reel in your brand’s share of 2017 refunds (we hope).
So… how do you plan to reach your Tax Season audience?
With an opportunity this big, effective reach is critical. Advertisers need to use the right data and ad solutions to identify and convert their Tax Season audience. There are 2 must-have data types for successful Tax Season campaigns:
It’s a winning combo that makes Tax Season segmentation a no-brainer. Prioritize these data sets when building Tax Season segments and add-in relevant 3rd party attributes to further refine your audience as needed. For example, you may consider including attributes about tax filing dates to zero-in on key spending periods (filing & refund timelines are key indicators of the Tax Season mindset, which informs in-market spending).
Here’s what your Tax Season segment could look like (if you are/were a hospitality brand, of course):
Want to learn more about how In-Market Search Behavior can inform your Tax Season marketing strategy? Check out our Tax Season eBook, “Tax Season – the $330 Billion Advertising Opportunity,” to see how search behavior uncovers key insight about the consumer mindset during Tax Season.
Magnetic is a digital marketing and artificial intelligence company. We use machine learning and AI to deliver smarter, faster, and more effective advertising. Our powerful AI platform continuously analyzes the attributes of 320 million live user profiles alongside real-time inventory supply and bid opportunities to deliver highly performant and profitable campaigns for our clients.