Continuous growth in the digital space has dramatically changed how consumers interact with brands. The proliferation of new channels and devices has created a complex environment and new opportunities.
Opportunity 1: New Ways to Reach Consumers Brands can now reach consumers through multiple channels, devices and platforms using a variety of tools and technologies. This allows marketers to target consumers more precisely with more personalized, relevant information than ever before.
Opportunity 2: New Ability to Track Consumers Online, everyone leaves digital footprints behind that show who they are, what they like and how they behave. This “addressable” trail has given rise to a new generation of people-based marketing and the ability to drive meaningful experiences with consumers across channels and devices.
Opportunity 3: New Methods to Measure Performance Marketers who leverage addressable marketing and media channels can take advantage of multi-touch attribution (MTA). This advanced method of measuring marketing and media effectiveness assigns credit for a given success metric to the touchpoints and dimensions (campaign, placement, publisher, creative, offer, etc.) along the consumer journey for an accurate picture of what’s working, and what isn’t.
Instead of a one-way funnel from brand to consumer, the era of the conversation has begun. An increasing array of channels, devices and platforms have splintered mass communication into thousands of niche outlets, each catering to a specific audience.
Today, we have access to more information, consumers are making smarter buying decisions, and marketers have amassed greater quantities of data than ever before. Every marketers and agencies challenge are to keep up or get left behind. Let us tell you how we’ve been keeping up along with our clients.
