recognizing audiences in the murky marketing ecosystem
TRANSCRIPT
Recognizing Audiences in the Murky Marke5ng Ecosystem
Recognizing Audiences in the Murky Marke5ng Ecosystem How the integra-on of marke-ng channels enables consistent consumer recogni-on for cross-‐channel adver-sing.
How do modern adver-sers create connected experiences for consumers and foster trust, all in (near) real -me?
With recogni-on.
The ability to recognize consumers across channels, offline or online in near-‐real -me is the founda-on to crea-ng connected experiences and trust.
While -mely recogni-on may seem easy to achieve, the ability to do this across new channels, devices and media is highly complex.
But technology’s evolu-on also means brands have more opportunity to reach consumers and the chance to drive reach and relevance with ad technology partners.
Enter Omni-‐channel
Today’s consumers live mul--‐channel lives, interac-ng with brands through a myriad of channels, from websites, to
smartphones, TV and video.
This behavioral shiH has impacted marke-ng so much that when recently asked, 28 percent of marke-ng leaders now priori-ze resources towards omni-‐
channel engagement strategies.*
*Informa)on courtesy: eMarketer, Omnichannel Marke)ng Roundup, November 2014
How can adver5sers execute omni-‐channel?
1. Establish a cross-‐channel view of the consumer. This is the founda-on for mul--‐channel adver-sing. You can’t target who you don’t recognize. 2. Choose digital channels carefully. Channel mix should be chosen considering the intended audience in order to to create best connected experiences.
3. Be able to recognize. Recogni-on across -me and channels is essen-al -‐ recogni-on and matching prac-ces must deliver the best degree of accuracy and reach.
4. Select ad tech partners carefully. Partners should enable the leverage of customer data, and boost abili-es to reach consumers via their channel(s) of choice.
5. Priori5se privacy and ethical data use. Data must always be used ethically to protect consumer privacy.
The channels to consider -‐ where should marketers start?
“Studies show that “half of U.S. online adults own at least three Internet-‐connected devices and go online from them mul)ple )mes a day from mul)ple loca)ons.” *
Informa)on courtesy Forrester Research, “Create Marke)ng Your Customers Can Use,” April 14, 2014
Mul-ple studies show the value of mul-channel, highligh-ng that consumers who engage with brands via mul-ple channels spend more than single-‐channel consumers.
When brands start draHing a digital adver-sing strategy, they oHen need to use a mix of channels to solve for accuracy, reach, scale and personaliza-on.
So what is the best mix of channels to target audiences and uncover new prospects?
Six key channels to consider
1. Premium Publishers -‐ Sites like Facebook, Amazon or TwiUer. These sites have vast amounts of visitors stay for long dura-ons. Sites usually require registra-on; providing publishers with volunteered informa-on and PII.
2. Programma5c Media -‐ Unlike Premium Publishers, Programma-c Media oHen cannot be aUributed to a single consumer, instead targe-ng audiences. Programma-c is growing rapidly, with some es-ma-ng that it will represent 87% of display adver-sing spend by 2017.
3. Mobile Networks -‐ Providing everything necessary for contextual marke-ng, mobile stands at the center of media consump-on -‐ allowing consumers to read, watch, research and access any service at any-me or place.
Six key channels to consider
4. Call Centers -‐ A direct line to enhanced customer experience, call centers are cri-cal for industries like insurance, finance and high-‐end retail, though they can be costly. Enhanced recogni-on via real-‐-me data integra-on is key to helping operators solve customer’s issues quickly.
5. Addressable Television/Video on Demand – Providers such as Time Warner or Comcast. These are usually subscrip-on based, with set-‐top boxes able to send specific commercials to areas or households.
6. Online Video – Standing between video, television and mobile, this channel holds similari-es to addressable TV, and sees consumers able to choose when, how and where they consume content -‐ oHen via a mobile device.
Best mul5channel prac5ces
Once you’ve chosen your channels, you need to be able to target effec-vely.
Best mul5channel prac5ces
You must be able to recognise consumers across channels, and match disparate data sets into a single view to deliver -mely, relevant messages and boost brand affinity.
Best prac5ces for each channel
Premium Publishers • For best accuracy, relevance and privacy, match visitor informa-on in a
neutral safe-‐haven between your CRM data and the publisher’s data. • The publisher and recogni-on partner must work together to u-lize the
partner’s safe haven and safeguard consumer privacy.
Best prac5ces for each channel
Programma5c • OHen leverages cookie matching, ideally via a partner with the largest
cookie pool possible, able to handle large volumes of informa-on with streamlined data onboarding.
• Solid integra-ons with DMPs and other execu-on tools will also improve success rates and offer -meliness.
Best prac5ces for each channel Mobile Networks • Cookies work in some online browsers but not in apps, so mobile can
present recogni-on difficul-es. It is possible however to iden-fy and target individuals based on authen-cated log-‐in, device iden-fica-on, or given PII, then layer past behaviors, affini-es, and brand rela-onship.
• It is impera-ve for marketers to integrate their own first-‐party and CRM data to target at a granular level. Third-‐party or publisher data should not be relied on.
Best prac5ces for each channel
Call Centers • The key to recogni-on is ensuring phone numbers are included in
customer records; via a CRM data or from third-‐party data. • Use data in real-‐-me, not only for recogni-on but to make all the data
a company has about a consumer available to a call center associate.
Best prac5ces for each channel Addressable Television/Video on Demand • Addressable ads are steadily increasing, but because ads target a
household, adver-sers must pay a premium. The more specific and affluent the target the higher the cost. For that reason, follow a process similar to working with premium publishers but focus on relevance.
• Be sure that your recogni-on partner is able integrate disparate technologies across addressable television providers.
Best prac5ces for each channel
Online Video • Best prac-ces for recogni-on depend on your pladorm of choice. For
marketers, devices streaming directly from the internet (like Apple TV) are similar to set-‐top boxes that enable addressable TV. Those that are ad supported (like Hulu), may be closer to programma-c.
• Many premium publishers have acquired online video capabili-es (like Google with YouTube).
• Recogni-on here must be addressed on a case-‐by-‐case basis.
Cross-‐channel effec5veness
Effec-ve cross-‐channel marke-ng is a mul--‐step process, requiring a high level of exper-se, compu-ng, security, the right channel choices and sensi-vity to consumer privacy. But it’s worth the effort.
Regardless of the channel(s) you choose, there are fundamentals to consider as you build your recogni-on capabili-es:
Start with good data. New technology and privacy requirements come with today’s digital environment. Many premium publishers have established partnerships, allowing brands to u-lize their own marke-ng database’s intelligence; matching it to publisher’s data within a safe haven in a protec-ve privacy-‐compliant environment.
Use cookies. If you can’t do a direct, data-‐to-‐data match, cookies can help. Ideally, recogni-on partners will have a collec-on of cookies -‐ a cookie pool set through a range of publishers for best scale and reach. Valuable on their own, there are ways to increase the relevance of ads delivered based on these cookies, by enhancing them with third-‐party data.
Measurement. Bringing everything together, measurement is key to successful campaigns and improvement. Ensure you’re repor-ng the match rate by consumers matched. When considering programma-c, count those who match your cookie pool and have one or more publisher cookies associated with them. Regularly ask recogni-on partners -‐ “What is my unduplicated consumer reach?”
GeVng started
A 360-‐degree view of the customer paves the way for truly effec-ve
cross-‐channel adver-sing.
To put a program in place that allows you to create a cross-‐
channel view of consumers, keep these points in mind:
• Ensure ad tech partners ethically use data to ensure consumer privacy.
• Consider which ad tech partners and channels will help you reach your intended audience, managing for
accuracy, reach and scale.
• Ask ad tech partners to define their processes to recognize a consumer across -me, devices and channels.
• Iden-fy partners that can help you apply a consistent data strategy across all channels -‐ the basis of
your targe-ng
• Adopt best recogni-on prac-ces foreach channel: match first-‐party/
publisher or third-‐party data, take advantage of a significant cookie pool;
leverage device IDs or other authen-cated data points, and work
with those with a network of publisher partners and a host of delivery op-ons .
• Report match rate by consumers matched.
How do modern digital marketers achieve profit and relevance, mirror needs and desires, and foster trust in real -me?
By consistently recognizing consumers across -me and channels.
Find out more in the whitepaper: “Recognizing Audiences in the Murky Marke5ng Ecosystem“.