For advertisers, the ever-changing digital media landscape is a gift and a curse. On one hand, new media platforms create countless ways for advertisers to reach consumers. They also offer unique data and insights. However, on the other, because consumer attention is fragmented, that data — even though it’s plentiful — can become siloed.
In theory, more data should be a positive development for brands. But that’s only true if that it can be harnessed to create an omnichannel customer journey. In a fractured digital media landscape, this is easier said than done — at least using traditional advertising methods — but it’s also the only way to stay competitive and deliver an excellent customer experience.
Data and the Omnichannel Experience
Consumers have shown time and again that they’re willing to share their data with advertisers if it improves the user experience. This provides an opening for organizations to directly collect detailed customer data while, at the same time, encouraging consumers to keep coming back and giving them an active role in the process. In the end, data and customer experience go hand in hand.
Analytics tools make this possible. They use machine learning to track consumer behaviors and data across individual channels and then retain, organize, store, and utilize that data once collected. These tools have made it possible for brands to understand consumers’ cross-platform behaviors while collecting and analyzing the data they need to create an omnichannel customer journey for each.
How to Make the Most out of Cross-Platform Data
As the number of new media platforms continues to grow and data collection continues to evolve, now is the time for advertisers to take a decisive step into the modern era and make data core to their omnichannel strategy. Below, we’ve outlined three things to consider when investing in marketing tech designed to deliver in a fragmented digital media landscape.
1. Determine key stakeholders.
As you begin the process of deciding where to make marketing tech investments, first and foremost begin by figuring out who your key stakeholders are. Who will expect access to analytics reporting? Which people and departments are personally invested in the technology most? Who will you have to convince of the value in marketing initiatives and the marketing tech itself?
Once you’ve answered these questions, you can start to build from there. This is important foundational information because it allows you to find the right cross-platform and cross-departmental tech tools. Good marketing tech will allow data to flow between tools, systems, and channels, helping you ensure all relevant stakeholders have access to information that will empower them to meet consumers’ expectations throughout their journey.
2. Align on which metrics matter.
After identifying relevant stakeholders, the next most important step is aligning on what metrics you need your marketing tech to measure. What metrics matter most to each person or team? Which correspond with business success? With your metrics defined, you can choose the tools that will best help you attract, generate, and nurture leads in a way that aligns with your goals.
It’s also important to evaluate your current toolset and then find tools that offer a balance of automation and human touch that aligns with your success metrics. Automation increases your ability to create relevant, targeted, proactive ads, but tools alone don’t create real connections and ensure the most powerful marketing strategies. Human support is always needed to ensure that marketing stays personal and resonates in a powerful way with your audience.
3. Don’t stop evolving with data.
Future-proofing your data-driven omnichannel advertising never stops. Evaluate your marketing tech on a regular basis and constantly look for ways to iterate in order to stay ahead of what consumers want using the data you’ve got. New tools will keep popping up, and it’s your job to stay proactive and ready for whatever changes come to the digital media landscape so that you can continue to do great omnichannel marketing.
Data Evolution in light of Google’s Removal of Third-Party Cookies
When choosing your tech tools, also be mindful of the phaseout of third-party cookies. For advertisers who rely on third-party data, a pivot will be necessary, and that pivot has to involve harnessing first-party data effectively. This will require finding tech platforms that support this shift and help you as you grow and evolve. Learn more about Gooogle’s plan to remove third-party cookies and how Digilant is helping our clients prepare for the future on our Future of Third Party Cookies hub.
Prioritize Data-Driven Decisions for Cross-Platform Success
The future of digital promises more control and choice for consumers and more granular data for advertisers. However, only the brands that are willing to step into the modern era using modern analytics tools and an integrated approach will be able to truly take advantage.
Interested in learning more about how our team helps brands make data-driven, omnichannel marketing the foundation of everything we do? Contact us today.