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3 Multichannel Techniques to Take Your Audience-Driven Marketing to the Next Level

Friday 10 November 2017 Data Insight & AnalyticsData-Led MarketingDigital Consultancy

Suzanne Jiggens-Johnson's picture
By Suzanne Jiggens-Johnson

Pressure is growing on digital marketers to enhance acquisition and conversion rates and reduce media wastage – all while delivering the personalised, contextual experiences customers expect.

It’s a big ask, and here at CACI we’re not surprised to see more and more clients first using data to pinpoint very specific customer groups, then reaching them across multiple channels at once. We call it Audience Driven Marketing.

In an earlier article in this series, we outlined three practical ways to layer an additional data point into your marketing, to improve relevance and response while minimising waste.

Now, we’ll consider the other side of the equation: combining multiple channels to increase scale and influence the customer at each stage of their buying journey – improving conversions and marketing effectiveness.

Once again, it’s often a question of evolution by small changes – testing with one additional channel at a time. Here are three examples, showing how that works in practice. 

Matrix: You have multiple channel and data options at your disposal

 

Increasing sophistication: layering in multiple channels to your audience driven marketing

The bulk of marketers we speak to have already integrated some of their campaigns across more than one channel, but would like to do more. Customer data is key; if you know your audience well, it’s much easier to find channels that resonate, and grow with confidence.

 

Implementing an attribution framework

Data: 1st party behavioural (analytics), followed by 1st party demographic or behavioural data

Channel: All

The decisions you make as a result of implementing a good attribution tool can drive a sales uplift of between 20 and 50%.

Most marketers measure on the basis of last touch, which helps with budget allocation but will naturally tend to favour end-of-funnel channels. First touch attribution – in platforms like Adobe Analytics and Google Analytics – can give more information how demand generation channels are performing.

Algorithmic attribution takes a while to establish, but gives a weighted comparison of which channels contributed most to each sale, which is helpful for budget allocation.

Once you have attribution set up, you can layer in data. The most relevant points often include customer value (high value/low value) or demographic segmentation. You will notice different segments interact differently and follow different attribution rules. This will feed your how you invest into your media mix.

 

Defining a high-quality engagement

Data: 1st party behavioural (analytics)

Channel: any

Most customers will engage with your digital content in a number of ways before completing a purchase. Predictive analytics can help you to identify which combinations are most likely to lead to a sale, or which segments are most likely to lead to a sale – enabling you to concentrate your marketing on encouraging these outcomes. If you can establish marketing KPIs around these high-quality engagements, result is a higher number of loyal, high-value customers.

These predictions help you to maximise conversions, and – like many Audience Driven Marketing techniques – are based on data you already own.

 

Cross-channel, segmented retargeting

Data: 1st party behavioural (web), 1st party behavioural (HQE)

Channel: social, PPC, retargeting, display

Often, marketers make retargeting decisions on a blanket basis: everyone who has abandoned a cart, viewed a product or reached a certain page. In practice, however, these users have all reached different points of their buying journey, and will likely respond to different messages and offers.

When you also factor in the High Quality Engagement segments, you have a ready-made audience where you know the propensity to convert is higher – allowing you to focus retargeting investment towards customers that have a higher chance of buying.

And if you deliver that retargeting across multiple channels, you’re able to dramatically raise the frequency of your message – increasing conversion rates by up to 25% – before you begin to annoy customers by following them with a repetitive ad format.

 

With so many channels and data sources at your disposal, finding the options that add value can seem confusing. But an approach that puts the audience first – then uses the tools and insights at your disposal to improve one aspect at a time – can quickly help you to build a nuanced, sophisticated marketing framework.

 

At CACI, we believe that – to some degree – Audience-Driven marketing is for everyone. If you’d like to discuss some potential approaches, please don’t hesitate to contact me.

 

Find out More

To see just how sucessful audience-driven marketing can be, read our article on Hush. Find out how Hush defined clear customer profiles and used them to tailor marketing experiences, channels and creative approaches using a customer segmentation.

 

Pressure is growing on digital marketers to enhance acquisition and conversion rates and reduce media wastage – all while delivering the personalised, contextual experiences customers expect. It’s a big ask, and here at CACI we’re not surprised to see more and more clients first using data to pinpoint very specific customer groups, then reaching them across multiple channels at once. We call it Audience Driven Marketing.

3 Multichannel Techniques to Take Your Audience-Driven Marketing to the Next Level

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