Coordinating a Multichannel Targeting Solution
Building the case by patterns
Marketing leaders don't ask "How can I make email better?" but rather "How can I get a consumer to buy? How can I waste less and focus more on qualified prospects?" This entails identifying patterns where people spend their time, coordinating targeting wherever they are with relevant content that resonates and increases engagement. When a .08 percent digital conversion rate means 99.02 percent aren't buying, there are a lot of opportunities to deliver more relevant offers by using the knowledge your customers already gave you. Here are two simple examples:
- A consumer received a digital camera offer on a publisher site but didn't respond to the offer. Two days earlier, however, that same consumer clicked through an email campaign for a laptop deal, but ultimately didn't make a purchase. If this information was shared with the digital advertising team, it could target that consumer with a compelling laptop offer on the publisher site.
- A digital advertising team targets a consumer who browsed luxury auto reviews with luxury auto offers. However, that person, a 26-year-old male with two children who has an income of $32,000, would have been disqualified if the client leveraged offline consumer data in addition to web browsing/intent data.
Much of the wasted money and wasted opportunities can be avoided by leveraging what you already know across marketing channels.
Campaigns are iterative, so analyze results to make choices based on what you've learned from each one so you understand the proper sequence when you send someone a piece of direct mail, then an email and then an online ad. Without having brought them all together, knowing the cadence and connecting the touches when the recipient activated the offer, makes it hard to understand whom you're targeting, the frequency and what's actually working.
Coordinating multichannel targeting is valid because I see wasted opportunities every single day. For example, an apparel retailer emails me women's handbags and women's shoe offers, followed by a men's suit catalog via direct mail the next day. As a single male, this company has it completely wrong. This is precisely similar to the CRM challenge 10 years ago, only now we're applying this solution to a much bigger B-to-C problem.
Integrating and aggregating different customer channel data helps marketers see these types of patterns when they send certain messages to certain types of people at particular frequencies via certain channels. Studying these patterns will reveal who converts and what percentage correlates to certain channels. This data influences media spend to where customers are active and attribution becomes more tangible over time.
Start by using what already works and build on that
Now that marketers have the technologies to start building these capabilities, they should start thinking about how to coordinate their multichannel targeting and pulling their data together into a single resource.
Select the best source that's given you positive results to date (this should represent a solid way to reach and engage your customers). Direct mail is usually an area where you can collect a lot of information about your target audience.
You can also work with your marketing partners to blend customer information back into direct mail. Apply that knowledge and the creative concepts and content that your customers want and coordinate those with other offers and channels to blend them into those customer segments.
Don't be discouraged if at first you don't bring all the analytics together into a single database, which can be expensive. Start by identifying how these pieces all flow together and where the interesting activities are moving in those different channels. By tracking that data you can gain a better understanding of which channel that audience spends the most time responding to.
For example, if 20 percent of recipients clicked on an email and that equates to a 5 percent, 2 percent or 1 percent conversion rate, you'll learn certain types of things about that audience. What they're interested in, which channel they shop compared to where they buy, etc. How can that shared knowledge be used in the next iteration to improve relevance? Understanding where your audience spends its time helps you ensure a consistent message across channels as well as reducing wasted opportunities, helping you to have a conversation with them.