Increase efficiency and effectiveness by bringing together advertising and marketing efforts.
The custom window treatments retailer 3 Day Blinds wanted to consistently and efficiently message its audience across marketing and advertising touchpoints throughout the buying journey. The company integrated its marketing automation and data management platforms to maintain message consistency across marketing and advertising tactics and decreased cost per appointment by 79 percent while increasing value per lead by 140 percent.
The company did this by coordinating email nurturing and programmatic digital advertising campaigns for the same customers while using look-alike modeling to reach new users who have a similar behavioral persona to those who converted. The results of bringing together advertising and multichannel marketing activities are well worth the effort, noted Andrew Frank, research vice president and distinguished analyst for Gartner for Marketing Leaders.
Marketing data is an important factor in advertising optimization, so marketers are more directly involved. Yet advertising and marketing efforts are not always integrated or coordinated, leading to inefficient spend on the company side and suboptimal customer experience on the consumer side.
Every exposure and impression contributes to the entirety of the customer journey for the person viewing the impression, as well as the ultimate effectiveness of the campaign for the marketer. This is one cause for the long-standing practice of frequency capping — the limiting of the number of times an individual sees an ad within a given time period to avoid wasteful overexposure.
Coordinating multichannel activities around frequency capping can be a good place to start on the road to more advanced multichannel integration efforts. Two pathways are recommended to appropriately control frequency across devices for optimal experience and economic benefit:
Analyze conversion data
To determine optimal frequency by segment and action, run analysis on conversion data at the “person” level. Many customer journey analytics tools provide this capability and they need to be well-integrated with ad server data to track impressions served, especially across devices.
Make data available to advertising and messaging systems
Ensure your decision-making engines (such as DSPs on the advertising side and email on the messaging side) have access to the conversion data. This generally means designing a method of capturing key operational data signals and making them available to marketing applications on demand. Onboarding and master data management systems can be used for this purpose.
Gartner for Marketing Leaders clients can read more in How to Unite Advertising With Multichannel Marketing.
Mr. Frank will provide additional analysis about multichannel marketing strategies and tactics at the Gartner Digital Marketing Conference, May 17 – 19 in San Diego, CA. Follow news and updates from the event on Twitter using #GartnerDMC.
Get more tips for creating seamless multichannel experiences or visit Smarter With Gartner website.
