“Advertising can no longer be isolated from multichannel marketing activities. Bringing them together is technically challenging, but the results are well worth the efforts,” explains my colleague Andrew Frank in his research report, “How to Unite Advertising With Multichannel Marketing” (subscription required.)
We all know too well: digital marketing disciplines sprouted up in isolation, creating turfs that some marketers feel compelled to protect and resulting in insights sitting in silos. Think back to the days when marketers were focused on banner advertising or email marketing. Or when marketers were either worked on paid search advertising or search engine optimization. One wake-up call came in late 2014 when Facebook curbed the reach of brand’s unpaid posts and gave preference to paid posts. The worlds of digital marketing and advertising collided.
Yet, marketers today continue to deal with the legacy of disparate marketing and advertising disciplines. My colleague Adam Sarner notes that leaders in multichannel marketing have adopted a mindset focused on continuous engagement with customers and prospects – across all channels, digital and traditional, via advertising and marketing disciplines (He delves into this trend in”Survey Analysis: How Leaders Manage Their Multichannel Marketing Activities,” subscription required.) And that’s a good beginning.
In addition, multichannel marketing vendors are taking steps to bring more cohesion to marketing disciplines. For instances, some vendors are providing marketers with unified access to previously disconnected areas of anonymous audience profile data and capabilities such as multichannel event triggering, in-line predictive analytics and real-time decisioning to understand the customer’s context and determine how best to interact with the customer across channels.
Multichannel frequency capping, which limits the number of times a prospect gets a marketing message, is often an impetus for consolidating advertising operations with other multichannel marketing activities. Such an undertaking begins with integrating advertising controls with customer journey analytics.
The benefits? For marketers, it brings increased marketing efficiency across marketing and advertising touch points. For customers and prospects, it reduces the likelihood they’ll be bombarded by wayward marketing messages and advertisements.