The proliferation of online advertising networks is creating “much ado about nothing,” at least in terms of how digital marketing is romanticized nowadays. However, these cyber-agents are capturing real-time information at an unprecedented rate, with consequences for direct marketers. In times like these, it's important to remember that, while timing is everything, the need for rapid response may be overstated. A newly engaged bride-to-be may be viewing a website about how not to stress about planning for her big day and to think about the big picture, but that doesn't indicate that she's ready to purchase her wedding dress — which would likely occur offline.
Therefore, marketers alike should “not sweat the small stuff” related to online targeting, but rather think more about buyer behavior.
If you are thinking about the timing of your marketing efforts, then life events are a good place to start. Life events are proven triggers for major purchase decisions. For example, newly engaged couples and empty nesters are more likely to invest in exotic travel; new moms are more likely to invest more in home safety; and new homeowners are more likely to invest in security.
Here are five life event databases to consider. The list popularity index shows each list's rating on a range from 0 to 100, with 100 being the highest. The scores are calculated using an algorithm that analyzes recency and frequency of more than 100,000 outside list recommendations made in the trailing 12 months of the scoring date.
ALC Milestones Empty Nesters
Universe: 354,840
Price: $75/M
List Popularity Index: 75
Contact: American List Counsel, Emily Briody, [email protected], (609) 580-2971
American Baby
Universe: 2,635,761
Price: $115/M
List Popularity Index: 100
Contact: Specialists Marketing Services, Sharon Mahoney, [email protected], (201) 865-5800 x2226
Brides To Be Masterfile Catalog Buyers and Requestors
Universe: 671,030
Price: $125/M
List Popularity Index: 93
Contact: Infogroup, Nicole Wheeler, [email protected], (402) 836-5169
ICOM Weekly New Movers
Universe: 15,000,000
Price: $75/M
List Popularity Index: 97
Contact: Epsilon, Jeanie Son, [email protected], (416) 297-7887 x2327
Welcome Wagon New Homeowner Data
Universe: 9,600,000
Price: $60/M
List Popularity Index: 100
Contact: GETKO Direct Response, Tami Roberts, [email protected], (800) 642-8732
Data cards for these are publicly available at http://lists.nextmark.com
Chris DeMartine ([email protected]) is director of business development for NextMark.
Network
