They Are Not Your Customers; You Are Their Brand

  |  October 26, 2011   |  Comments

If you're lucky! You must be able to successfully integrate marketing messages across various media platforms, and take into account multiple clients.

As technology evolves, so too does the way in which customers engage with and consume media. And not just one media, but a seemingly infinite combination of touch points that impact and influence consumers' perceptions of your brand, and in the end, an action they may or may not take.

Today's marketing challenge revolves around the ability to successfully integrate marketing messages across various media platforms, taking into account multiple clients, and in many cases, multiple agency partners. There are different stakeholders with different goals, objectives, and success metrics. One solution might be to simply use the creative for a direct mail piece, translate it to an online banner, incorporate a QR code, and drive to the same landing page as the banner.

While this effort may yield some consistency, who is receiving the direct mail piece, and who is receiving the online banner ad? It is this level of granular segmentation and targeting marketers must take in order to reach consumers in the right mindset with the right message within various media vehicles to generate an action. Marketers should view every touch point with a consumer as an opportunity to generate some response, but also learn something about them.

This high level of fragmentation and shift in consumption habits are key points in the sophistication of customer segmentation efforts that can generate not only action, but engagement. As online marketing efforts have more aggressive goals and accountability is tracked down to each touch point, marketers need to understand more about their customers and potential customers in terms of their preferences. Being able to understand consumers' true preferences should be an ongoing effort, especially online when options change by the minute of ways to consume information, places to shop, promotions, offers, etc.

The main characteristic of the digital environment reminds me of my 5-year-old daughter after she eats her way through her Halloween candy: scattered. The digital platform is the only platform that allows you to find out about breaking news from disparate channels across the country before CNN announces the story. This is the reason CNN developed the iReport - to allow people to break the story within their own platform. And what is news? Only the people can truly decide what is newsworthy, and it is represented by online unique visitors, clicks (user-generated content?), page views, comments, shares, "likes," and searches.

Recognizing continuously changing consumer preferences is winning half the battle. And using the digital platform also allows brands to be hyper as well - hyper-targeted, that is. An annual brand and segmentation study is not enough. Yes, research is a piece of the pie, but there are so many ways to monitor performance and track trends for targeting purposes - website analytics, user experience studies, profiling information from your current CRM efforts and response rates, search, social platforms, customer service feedback and interactions, online advertising campaign performance, and the list could go on and on.

Continually looking for these trends and opportunities allows a higher degree of visibility in the various motivators for purchase and behaviors leading to generating an action. At the end of the day, this provides brands the ability to target consumers granularly with the preferred content in the right context.

ClickZ Live New York Want to learn more? Join us at ClickZ Live New York 2015
[ALERT] Super Saver Rates Expire January 30. With over 15 years of experience delivering industry leading events, ClickZ Live brings together over 50 expert speakers to deliver an action-packed, educationally-focused agenda covering all aspects of digital marketing. Quick! - Register today to secure your place at the best rate.

ABOUT THE AUTHOR

Amy Manus

As senior media director for the Razorfish Atlanta office, Amy brings more than 15 years of media expertise that spans across both traditional and digital media. Often noted for her passion of media and dedication to finding the right solution, Amy ensures clients business objectives translate into targeted, measurable, and successful initiatives. Although her skill set is vast, her greatest expertise centers in the worlds of media research, strategic media planning, interactive planning and buying, social media, analytics, and search engine marketing. Amy has worked with world-class organizations such as AT&T, The Coca-Cola Company, Pleasant Holidays, Clarins, Disney, Equifax, and Loews Hotels to name a few. Aside from her work at the agency, Amy has been a regular columnist for ClickZ's "Data Driven Marketing" vertical for the past five years and has been a contributor to notable industry media including Adotas, Media Post, The New York Times Online, and the IAB. Amy holds a double major in Marketing and Speech and Communications from Clemson University.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Jobs

    • SEM & Product Listing Ads (PLA) Manager
      SEM & Product Listing Ads (PLA) Manager (Zappos.com) - Las VegasZappos IP, Inc. is looking for a SEM & Product Listing Ads (PLA) Manager! Why...
    • Senior Product Listing Ads (PLA) Coordinator
      Senior Product Listing Ads (PLA) Coordinator (Zappos.com) - Las VegasZappos IP, Inc. is looking for a Senior Product Listing Ads (PLA) Coordinator...
    • Sales Planner
      Sales Planner (Verve) - Los AngelesJob Information:   Planners at Verve are responsible for supporting all of the ad sales team’s pre...