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 San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!

ABOUT THE AUTHOR

Amy Manus

As group director of marketing services for Nurun, Amy Manus is responsible for ensuring clients' interactive strategy and objectives translate into targeted, measurable, and successful digital media campaigns.

Amy leads and manages the media team at playing a key role researching and evaluating the digital media landscape, directing clients' innovation and emerging media strategies, inclusive of social media and mobile. She is instrumental in the Nurun's global advertising strategies and development, working with teams in Canada, Europe, and Asia.

Amy is a member of the Interactive Advertising Bureau and the Atlanta Interactive Marketing Association. A native of Cincinnati, Amy received her bachelor's degree in marketing and minor in 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

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Jobs

    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Fort MillWe are looking for a talented Internet Marketing Campaign Manager to join the...
    • Online Marketing Coordinator
      Online Marketing Coordinator (NewMarket Health) - BaltimoreWant to learn marketing from the best minds in the business? NewMarket Health, a subsidiary...
    • Call Center Manager
      Call Center Manager (Common Sense Publishing) - Delray BeachWanted: Dynamic Call Center Manager with a Proven Track Record of Improving Response...