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 August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

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

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...