The Four Pillars of Performance for Digital Marketing Campaigns. Audience Your marketing campaign should be focused on drawing audiences from a variety of channels into your brand's sales funnel. Successfully engaging people like Alice and Richard means we need to capture data beyond their general demographic information. Once you understand who your customers truly are, you have to get them to view the message. Viewability is a key measure of success for a marketing campaign, so it's also important to know whether these targeted audiences are actually seeing the message you're creating. As a marketer targeting this hipster lawyer, to deliver the right ad you'd need to know whether he'll be viewing your message in a professional or personal context. When you have all the data you need to target consumers based on the context in which they're consuming, you can move your focus to other important parts of the campaign—like creative. Quality creative is worth it. You should, too, if you're going to deliver business outcomes based on the objectives of your campaign, whether that's changing brand perceptions, inspiring customer advocacy, driving direct sales, or raising awareness of a new launch. As more content is created to target different audiences in different contexts, the brand story grows while building a larger sales funnel that attracts more customers to be converted.
Compared with just a decade ago, consumers have an unprecedented amount of control over the content they see across all media.
DVR and premium streaming services ensure they don’t have to sit through advertisements; and, as TV falls from its once tall pedestal, mobile is swiftly taking its place. Tellingly, research suggests the new generation of consumers is more influenced by mobile content and advertisements on Snapchat than by typical TV spots.
But, even as some things change, others stay the same.
What has endured the test of time are the four pillars of performance in marketing and advertising campaigns. Remembering these pillars in all aspects of your campaign planning will improve your chance of success.
Your marketing campaign should be focused on drawing audiences from a variety of channels into your brand’s sales funnel. However, identifying and locating the right consumers can be difficult because the data about them is often scattered among different sources. To fully understand your customers, you’ll want to draw from different wells of information (e.g., your online traffic, customer registration, and offline sources).
For example, consider Alice Cooper and Richard Gere. Sure, they’re both males with a similar age range and net worth, but they’re unlikely to be influenced by the same message.
Successfully engaging people like Alice and Richard means we need to capture data beyond their general demographic information. Doing so will ensure our message is refined in a way that will resonate. It’s a good idea to look at categories like profession, affinity categories, lifestyle, political leanings, and other interests to learn what products and services they’re most likely to spend money on.
Once you understand who your customers truly are, you have to get them to view the message. Viewability is a key measure of success for a marketing campaign, so it’s also important to know whether these targeted audiences are actually seeing the message you’re creating.
People react to ads differently based on the media context. For example, a young lawyer working in his office is more likely to be swayed by messages that relate to him on a professional level. During his off-time, however,…