3 Challenges Beauty Brands Can Overcome With Programmatic Advertising

The fight for a larger slice of market share within the beauty industry continues to be a tough one, from generating interest to closing a sale. Programmatic advertising offers solutions to some of the biggest challenges beauty brands face: personalization, consumer trust, and brand loyalty. 

Let’s look at how programmatic advertising is essential to a beauty brand marketing strategy, and the tools that can help you succeed in tackling these challenges.

Difficulty With Product Discovery and Personalization

These days, customers demand personalization — they want products that feel as if they’re made specifically for them. But personalization can be difficult to achieve when you’re trying to increase your reach and overall product discovery. They key to success? Striking a balance between reaching a large volume of customers and personalizing ads so they speak to your target audience.

With its sophisticated ecommerce integrations and dynamic ad capabilities, programmatic advertising can help you do both.

Ecommerce integrations

Programmatic advertising platforms and ecommerce sites play together nicely: helping you use real-time ecommerce data for effective targeting. 

For instance, AdRoll’s ecommerce integrations help you automatically implement our pixel, sync your product feed, run dynamic ads, and segment your audience. This makes advertising to particular audience segments effortless in a world with increasing demands for personalization.

Dynamic ads

Dynamic ads automatically personalize ad content based on user preference and behavior. For example, say a user has browsed particular makeup or skincare products; dynamic ads showcase those specific items or related products. 

Personalization is a win-win — your ads reach customers interested in your product, and customers get to see products they’re interested in.

Building Brand Trust

Word gets around fast in the beauty industry, and social media spreads your reputation quickly through influencer reviews and customer-generated content. Pairing this with programmatic advertising can add another layer of reputation building. 

Interactive ads

Build user trust with engaging ads that invite users to interact with your products — such as quizzes to find the right shade of foundation or virtual try-ons. By providing a hands-on experience, interactive ads help customers feel more confident about making a purchase. Getting a preview of your shade range, product variety, and so on assures users that you have what they want.

Brand awareness tactics

Run brand awareness campaigns to get ahead of customer worries. The mere-exposure effect means that the more touchpoints a user has with your brand, the more likely they are to trust it.

Beauty brands can use strategies like lookalike audience targeting to reach new users who share  the same traits and characteristics as their existing customer bases. This ensures your ads are served to those who are most likely to be interested in your product.

Nurturing Brand Loyalty

Once you've captured a customer’s attention, the next step is to turn interest into lasting loyalty. Programmatic ads serve the entire marketing funnel, first by bringing potential new customers to the site then using retargeting and remarketing to encourage first-time and repeat purchases.

Full-funnel marketing

Full-funnel marketing nurtures a customer at every stage of their journey: awareness, consideration, a decision, and retention.

Programmatic advertising tailors messages and offers at each touchpoint of the customer journey. For example, once a customer interacts with your brand, serving retargeting ads will entice them back. Whether it’s offering a discount on a favorite product or showcasing new arrivals in a category they’ve shown interest in, personalized retargeting helps keep your brand top-of-mind and strengthens relationships with your customers.

Your Partner in Programmatic

The right advertising partner opens doors for you and your customers. With AdRoll, you can implement all these strategies to get ahead and stand out in a multi-billion dollar industry awash with ads. Learn more about how AdRoll can help you lead the pack with programmatic advertising.

Last updated on August 20th, 2024.