To succeed in a cross-device, online and offline, always-on world, marketers need to be able to understand consumers at a molecular level. This means analyzing every interesting moment across the customer journey, to act on and measure. For the ultimate ROI, marketers also need to make sure that marketing and advertising initiatives are coordinated — in a full-stack strategy.
To learn how this can impact your marketing, let’s dig into the customer journey and take a look at a few examples of really smart companies that have really invested in and benefit from full-stack ad/marketing tech:
Below is the traditional view most marketers have when using marketing automation systems such as Marketo, IBM Silverpop, or SAP hybris.
The vertical axis represents the customer interest as they interact with a brand across their journey while the horizontal axis represents time.
In this example the journey starts when a prospect fills a form. Once a lead converts and becomes a customer, a marketer would leverage cross-sell and upsell tactics to increase revenue, nurture existing relationships and hopefully establish loyalty.
But the customer journey really begins way before a form is filled out.
Potential customers are interacting with your brand’s messaging and advertising even before they become known to you (i.e. by signing up, or by creating a profile when buying a product/service) – so if you only use a CRM system then you are blind to the anonymous view (the left-hand side in the illustration above) and you are unable to influence the messaging that potential customer is seeing.
Likewise, a marketer just running advertising on the left-hand side of the journey above is not leveraging the intelligence obtained from data on the right side to find new customers or nurture existing relationships.
This particular customer, for example, saw a display ad, then a video ad, then went to the advertiser’s site (anonymously, without filling out a lead form) then did a navigational search (which is not attributable to the conversion) prior to them becoming “known” to the marketer.
So now let’s look at a few examples of what happens when marketers uses both sides of the marketing “brain” and a full-stack strategy:
- By leveraging anonymous data from third-party providers to understand the persona of prospects in the paid media world, and you can then personalize their experience on your website. Over 80% of people never return after the first visit so it becomes crucial to reach them at that unique moment and create a conversation that grabs their attention and influences their decisions. If, for example, you know that your prospect is a sports enthusiast, a gamer, or a techie then you can create a connection between their behavior or persona and the product or service you are offering. Here is a real life example of how Sky Italia leverages anonymous data to personalize visitor experience and drive higher subscription revenue.
- You can use data from your CRM system or marketing automation solution to improve paid media execution (on the left side of the chart). For example, you can use the profiles of buyers or loyal customers in a seed segment and run a lookalike model to find additional prospects who have the same persona and are more likely to convert. You could also identify consumers who did not complete their buying journey and execute both email as well as multichannel programmatic nurturing campaigns. The latter would still be done in an anonymous fashion using an onboarding partner. Here is a real life example of how 3 Day Blinds, a custom window treatments retailer, was able to connect both their marketing and advertising tactics by leveraging a Turn and Marketo integration.
If this your first attempt at creating a full-stack marketing strategy, do not despair if this seems overwhelming. Just follow these three simple tips to help you get started:
Start simple: You do not need to tackle everything at once or built a complex integration. If you are currently leveraging email as a nurturing tactic then you can start simply by placing a retargeting pixel on your website This helps you nurture your clients in a programmatic fashion. if you are already doing this then start onboarding your CRM data for more personalized targeting.
Leverage existing partnerships: Most likely the vendor you are working with already has a number of existing partnerships that you can leverage. For example, Turn is integrated with IBM, SAP and Marketo.
Ask for help: Brands, agencies and technology companies have been connecting ad tech and marketing tech for sometime. This means you can leverage existing learnings and best practices. Ask your agency or technology partner for help.
Founded in 2005, Amobee is an advertising platform that understands how people consume content. Our goal is to optimize outcomes for advertisers and media companies, while providing a better consumer experience. Through our platform, we help customers further their audience development, optimize their cross channel performance across all TV, connected TV, and digital media, and drive new customer growth through detailed analytics and reporting. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world.
If you’re curious to learn more, watch the on-demand demo or take a deep dive into our Research & Insights section where you can find recent webinars on-demand, media plan insights & activation templates, and more data-driven content. If you’re ready to take the next step into a sustainable, consumer-first advertising future, contact us today.
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