Not all Advertising Channels are Equal for Digital Advertisers

As a digital advertiser, you surely spend a great deal of time, energy and money on digital advertising for your brand. Your goal is to get consumers to notice your brand – so how do you do that in the most effective way possible?

Know your target audience

The first thing you need to do is know your target audience and understand their pain points. Once you understand their specific needs, you will have a better idea of where to find them.

Realize that not all channels are right for you

Did you know that apple only joined twitter in the beginning of 2016? As the undisputed smartphone leaders, they realized that their target demographic simply wasn’t on twitter and so they did not feel the need to allocate resources to managing a twitter account until recently.

Consider the way your ads are received

Taking the knowledge of your audience one step further is the ability to recognize the timing and placement of your ads and use that information to decide what medium would be most effective. If your audience spends time on their mobile device and your conversion funnel is mobile based, spend more resources on mobile media. If your audience is heavily invested in social media, that is where your traffic needs to be diverted.

Know when your influence matters

Wasting money for the sake of wasting it is never a good idea – look at your competitors, examine previous campaigns and determine the optimal times for your advertising campaigns and focus on them.

Interested to Know More about Your Video, Mobile or Display Advertising CompetitorsGet a Live Demo with Adclarity Team 

 

Digital Marketing in 2015: Omni-Channel Marketing

When it comes to omni-channel marketing, the argument that the customer is king is more powerful than ever. Why? Because omni-channel marketing embraces the customers and their needs.

What is Omni-Channel?

Omni-channel marketing requires CMOs to provide their customers with a truly seamless and integrated purchasing experience, no matter what device the customer is using or where they are located.  The customer must be in constant dialogue with the Brand, not the channel. To emphasize, the experience for the buyer must be synchronized regardless if they are on mobile, desktop, in-store, on the phone, or on their laptop. Each campaign or piece of content targeted at the customer must be in line with their status in the purchasing funnel, and interactions with the Brand should not be repeated. The Brand must have a singular and unified view of their customer. And this requires marketers to take all the fragmented big data they have meld it together in order to have a holistic perspective for each and every customer.

The Cycle

The entire concept of omni-channel rests on the purpose of delivering an exceptional customer experience. Once this customer experience has been delivered, a relationship arises between the customer and Brand, where the customer begins to grow loyalty and trust towards the Brand. This feeling breaks down a lot of the barriers brands often face in acquiring customer data. And once the Brand has access to the data, they can use it to better market their products and services and therefore provide a better customer experience…which leads to more loyalty and trust on the customer’s behalf.

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At the end of the day, brands must realize that bettering their customer experience is the secret ingredient to boosting their business and sales.

According to a recent study done by the Temkin Group, a modest increase in customer experience at a typical $1 billion company can help it earn an addition $272 to $462 million in revenues over three years.[1]  How?

  • There is a correlation between customer loyalty and repurchasing, with a high Pearson Correlation coefficient of .83.
  • Supermarkets generated more than $100 million in additional revenue over three years just by word of mouth as a result of the improved customer experience.[2]

The Process

Data acquisition is the most important component necessary to deliver a premium customer experience. However, acquiring useful data is the main barrier most brands face due to the privacy and security issues customers are facing when it comes to providing their personal information.

A recent study done by Intel[3] showed how omni-channel technology improved a brand’s ability to collect customer data and measure its results, the two major parameters vital to determining ROI and strengthening the marketing strategy as a whole. And this makes perfectly good sense as the more personalized data a brand can collect, the better they can market their products and services (Step 5 in the cycle).

Just as omni-channel promises the customer a singular view of the retailer, it provides the retailer with an entire comprehensive overview of the customer and their shopping experience.[4]

omni

Omni-channel doesn’t just benefit the customer; it arms the brand with the knowledge and data it needs to optimize all dialogue and interactions they are having with the customer. The customer may be moving from device to device or from online to in-store, but omni-channel enables for their preferences and activities to travel with them no matter where they go or when they go. And even before the dialogue between the brand and the customer begins, the brand is armed with information that enables them to target the customer with exactly what they need, eliminating any friction the customer may have faced otherwise. This data goes beyond just the pre-sale necessity; it also allows brands to have the tools they need to offer a consistent and compelling customer experience during and after their purchase.

 

About AdClarity

AdClarity is a Marketing Intelligence tool which provides online marketers with actionable insights about their competitors’ advertising activities. Driven by big data and proprietary behavioral content discovery technology, AdClarity unveils brands’ campaigns, ad creatives, impressions, and spend data across multiple channels, including Display, Mobile Web, Mobile Apps and Video. Data is collected across 20 geographies and covers over 50M URLs daily while discovering over 40K new campaigns every day. The AdClarity product suite is used by over 7,000 media and advertising professionals globally in Fortune 500 Brands, Agencies, Ad Networks, and Publishers.

 

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[1] Temkin Group Q4 2014 Consumer Benchmark Survey

[2] http://www.dmnews.com/the-roi-of-customer-experience-who-cares/article/374873/

[3] http://www.intel.com/content/dam/www/public/us/en/documents/solution-briefs/omni-channel-tech-gives-retail-marketers-new-edge-brief.pdf

[4] http://www.intel.com/content/dam/www/public/us/en/documents/solution-briefs/omni-channel-tech-gives-retail-marketers-new-edge-brief.pdf