5 digital marketing resolutions for a successful user-centric strategy

As the digital marketing landscape continues to evolve in 2016, brands require to better suit consumer preferences, adapt to new technologies and preserve their position in a more crowded online marketplace. While all the predictions seems to be around the need to resolve issues such as ad-fraud, viewability and brand safety at a macro-level, in my view there is a more urgent need for marketers to focus on developing user-centric approaches through data-driven technologies in order to achieve their business objectives.

You can take a systematic approach to developing a successful user-centric strategy by following these 5 steps:

  1. Get Your Data In Order

Programmatic advertising involves assessing a number of data points to unearth powerful audience trends. Before briefing your media and creative agency, having a thorough understanding of your own data will improve your targeting.

  • Align your data sources: map out what data you are collecting and how across all your online and offline channels (website, online marketing campaigns, social channels, in-store, CRM, call center, loyalty programs…). Then, identify any gaps that if filled would give you a complete view of your target audience.
  • Leverage 3rd party data: use data providers to overlay and enrich your owned and earned data. In addition to publishers’ data, there are a certain number of data companies who provide niche audiences data points specific to your vertical.
  • Unify the data you have to define your audience DNA: create a single view across all your owned, earned and paid channels using a data management platform, which will enable you to segment your audience in order to target them with the right messages through the right media.
  1. Use Data To Feed The Planning Communication Process

Once you know how your data is collected, aggregated, stored and segmented, work on defining the user journey of those different segments. The more granular and relevant you are, the better the experience for your customer and the better the return on investment for your business.

  • Understand the emotional journey (user journey): identify the triggers that make a consumer engage with your brand and define their sweet-spot i.e. the exact moment that brings the highest response rate. Analyse the content that’s been consumed and/or shared before the conversion across all channels.
  • Understand your user’s consideration path: create consumer relevant digital solutions to drive traffic to the right content, increasing customer satisfaction and enabling an ongoing relationship between your customers and your brand.
  • Adopt media-neutral planning: media neutrality can be defined as picking the best mediums for reaching the target – without any preconceived biases – before you start thinking about creative. It requires an integrated approach, starting from the customer insights through an inclusive and merit-based review of media options during your marketing communications planning.
  • Activate your owned, earned and paid data: get your technology, media and creative partners to brainstorm and suggest the most efficient strategies toimagesgether. Make them accountable for the objectives and associated metrics.
  1. Tailor Your Creative

‘This is such good targeting’ said no customer ever. Customers don’t want to be talked at they want to be understood.

  • Tell a story (experience, engagement): your creative messaging should take the customer on a journey, make sure there are different creative variations along the path to purchase engagement, acquisition, conversion, advocacy.
  • Work with nimble and agile technology partners: define the roles and responsibilities. Make media & creative work together under the same roof to deliver targeted AND relevant messages.
  • Limit repetitive retargeting: if you are using retargeting, make sure you define the sequencing ahead of the campaign as well as the frequency cap. Intensive retargeting can be harmful to your brand if not relevant to the context or the user experience and can result in customers churn.
  1. Test Constantly

Test & Learn is one of the key benefits brought by real-time advertising. In order to successfully optimise your campaigns, it is imperative to have a detailed testing plan. The goal of A/B testing is to identify changes that increase or maximise an outcome of interest (e.g., click-through rate for a banner advertisement).

  • Map out a detailed testing plan for the whole year: highlight which element you wish to test between two variants – A, being the control and B, the variation. It can be the audience, the messaging, the product, the price point, the media buy, the landing page, etc.
  • Act in real-time based on reporting and insights: define processes to make sure your reporting and insights are continuously feeding your campaigns, define test & learn strategies to improve your results.
  1. Optimise Your Strategy Ongoing

Do your offers change throughout the year? So do your customers. Ensuring you revisit your strategy regularly will enable you to better optimise your online marketing budget.

  • Challenge the status quo: the rapid evolution of the digital marketing landscape provides market-first opportunities for your company. Investing a small part of your budget to trial new platforms and technologies will position you as a thought-leader in the market.
  • Work with different partners: although you might already have a specific roster of agencies in place, be open to meet with independent vendors. These can bring innovative solutions as well as additional ideas that have not been looked into before or were dismissed by your agencies previously.

In summary, programmatic opened up a whole new opportunity of growth and innovation for brands looking to position themselves online. The best way to adapt to this highly competitive environment is to develop a successful user-centric strategy following 5 steps:

  1. Get Your Data In Order
  2. Use Data To Feed The Planning Communication Process
  3. Tailor Your Creative
  4. Test Constantly
  5. Optimise Your Strategy Ongoing

Reach out to receive an independent consultancy advice on your marketing strategy and how to develop a user-centric approach to achieve your business objectives.


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