A Digital Marketing Wake-Up Call
Recently, I took an online quiz titled, “How Well Do You Understand Digital Advertising.” I figured I’d ace it—after all I’ve been deeply involved in the world of digital marketing for well over a decade and with marketing automation for at least half that time.
I took the test, and although I scored well, some of the narrative surrounding the scored answers prompted me to think a bit deeper about what I know about digital marketing and what I believe I know.
The quiz and the accompanying narrative were put together by two professors of marketing, one at Northwestern University and the other at Boston University the “quiz” was in the form of true/false responses to statements related to the effectiveness of online advertising, including what digital advertisers know and don’t know about their individual audience members and how well equipped they are to leverage their marketing intelligence.
I was particularly interested in the questions that dealt with the ability to predict consumers’ purchase behavior and the relative effectiveness of targeting based on psychographic data compared to other targeting criteria. The reason these questions intrigued me was that they are two areas where Resulticks invested a great deal of our own platform development efforts.
The report points out that advertisers have not yet scaled up to targeting relevantly based on psychographics. Why? Probably because individual psychographics cannot be gleaned adequately from ad clicks alone or through an audience member’s interactions with a single medium alone. Psychographics are more accurately determined based on an individual’s entire journeys across multiple media and interactions over a period of time, combining data from first, second, and third parties.
This is where Resulticks can help brands, by serving as the stirring pot for all these disparate data sources. However, as the professors point out, data privacy is an increasingly critical issue. This is why we’ve also built in capabilities that help brands (controllers in GDPR parlance) comply with GDPR and other data privacy regulations.
The report also addressed the issue of whether ads viewed transform to actual conversions. Attribution has been the bane of advertisers from time immemorial. Conventional wisdom has traditionally concluded that ads mostly serve to make audiences aware.
The surest path from awareness to conversion is paved with consistent nurturing, re-targeting, and a progressively deeper understanding of audiences. In Resulticks parlance, moving the consumer from first click to conversion—and ultimately brand loyalty—is not a single transaction. It’s a continuous, seamless conversation facilitated by robust communications capabilities, an omnichannel rules engine for plotting the continuum of relevant interactions, and AI as a foundational enabler for all.
If you’d like to know more about how Resulticks is helping to move the industry forward on all these fronts through its balance of marketing experience and technological expertise, please request a personalized demo.
Lead, North America Operations