By Mike Addonizio, Director, Platform Solutions at Digilant
Stop the Channel Obsession
The complication of today’s digital media landscape has confused advertisers. It seems advertising’s most proven and basic principles, such as communicating the right message to the right person at the right time, are getting lost to an infatuation with channels and irrelevant metrics. It comes at a time when digital advertisers should have an easy time targeting the right audiences and being efficient at managing their ad spend. Instead, as publishers like Facebook and Google build barriers between their ecosystems, brands are mirroring them by organizing their internal agencies and teams in the same way. Social, search, display, and owned channels are siloed instead of synergized and are being evaluated by misguided KPIs, such as clicks or engagements they generate.
The problem is obvious. Pitting channels and vendors against each other and measuring only channel specific metrics, will ultimately lead to wasted dollars. It prevents team collaboration and undermines customer-centric strategies. It results in brands arbitrarily devoting portions of spend to “high-performing” channels with short-term campaign goals in mind. Teams are likely double-counting revenue dollars due to the lack luster attribution models, and certain channels are receiving more (or less) credit than they actually deserve. Somewhere in this narrative of media buying execution, marketers are forgetting that the only common fabric between these channels is the consumer. When they return to thinking about the customer first, advertising becomes less complicated.
It’s All About the Journey Map
As publishers build walled gardens for their user bases, advertisers must render the obstructions useless while maintaining cross-channel identity and journey context. When we factor in mobile phones as a primary means of receiving and sending communication, this complexity only becomes more aggravated and will continue as new devices appear in the future. The solution is a synergy between technologies that focuses on the consumer.
From a tech standpoint, there needs to be a convergence of DMPs (Data Management Platforms) and CRM (Customer Relationship Management) systems. One solution looks like the image bellow.
Winning with A Customer-First Ad-Tech Solution
- Successful media buyers will use CRM systems to inform their DMP of the current customers that should be suppressed, receive different messaging, or pass high-value customers lists for optimized lookalike modeling.
- A good data strategy should include using a DMP to inform a CRM of the user journey prior to acquisition as well as other relevant attributes about the context of current customers.
- Segmentation must occur across the two platforms, and audiences must exist in a delivery environment that is channel agnostic.
This combination of technology, consumer focus, and working with the right media partner like Digilant has proved to be a winning recipe for digital marketers.