The Ws, Ts, and H of Digital Marketing
Digital marketing is full of acronyms these days but we’ve highlighted to the most important ones to follow.
Digital marketing has grew up from from asking if your audience is online to who is the right audience, how to find them online, and did your content reach them. And whilst the traditional marketing questions have taken on new answers in the new digital world, there’s now a range of new questions being asked of marketers to keep them honest and profitable. Lets start with the traditional questions — the 5Ws.
Who, What, When, Where, and Why
Who (to target) & the importance of a DMP
At the very start of any digital marketing is knowing who your customer is as this influences everything that follows. Knowing who your customers are relies on both quantity & quality of data as well as leveraging a Data Management Platform (DMP) that enables a unified view of customers across all channels and touch-points. Leveraging a DMP can bring together a brand’s own data as well as third-party data and partner data to further enrich the view of the customer.
“Big data will spell the death of customer segmentation and force the marketer to understand each customer as an individual within 18 months or risk being left in the dust”
Ginni Rometty, IBM
As media buying focus shifts away from placements to audiences, it becomes essential to have access to the best quality data to ensure better buying decisions are made — leading to better Return On Media Investment. A unified customer view helps both advertisers and publishers deliver better on-site personalisation and content optimisation to their customers, driving better engagement, conversion and therefore customer growth. A DMP enables users to harness the power of big data to identify, understand and convert individual customers. Every customer is an individual, and that’s how they should be treated.
What (Content to serve)
Leveraging the enriched customer data enables us to craft the right message whether that’s articles relating to their active interests, or an ad that showcases a product they’re searching for with a link to buy it. For instance; for someone researching garden furniture we might serve up image-rich articles that discuss current trends & styles. Alternatively, we may serve an ad to buy the garden chairs they’ve been viewing or an alternative.
When (to serve Content)
The “when” in digital marketing has a number of connotations. On the one hand there are seasonal considerations for campaigns (e.g. back to school, Christmas, Halloween, etc); but then there’s also the specific time to target an individual. Seasonal planning is fairly straight forward but targeting individuals at the time when they need further information or are ready to convert is critical. As a result Search behaviour & Keyword bidding optimisation becomes key to know when intent is at its highest and when to serve the right content.
Where (to Target)
The simple answer to the “where” question is wherever the individual is, but in reality that also requires quality data. Users may be on social media, video platforms such as YouTube, performing searches on Google or Bing, or browsing elsewhere across the web. Clicksco’s Global network spans multiple sectors including the key search players such as Google, Bing and Yahoo; ecommerce such as Amazon and Expedia; and brand partners to enable us to find customers when & where they’re are ready to engage & convert.
Clicksco also owns & operates a growing network of its own sites across key verticals on which we have vast experience and knowledge in such as retail & lifestyle, finance, and health & fitness; as well as partner publishers too.
Why (they’ll Click)
Ensuring that a user clicks — whether its on an ad or a piece of content — is the ultimate aim of most online campaigns. The aforementioned Ws essentially answer the question as to why people will click i.e. combining user & intent data-fuelled bidding & optimisation with a growing ecosystem of search engines, social media platforms, brands, and publishers means user targeting at scale is a real possibility.
Recent innovation and policy changes means marketers have a new set of letters & demands to explore and abide by.
The 3Ts: Tech will bring Trust via Transparency
Tech has a huge part to play as a facilitator of Trust & Transparency — DMPs to manage the data; transparent & optimised media buying/selling; and reporting & analytics to show key metrics including ROI. End-to-end tech platforms that enable brands to collect user data, leverage it (with consent), and then measure the results are likely to win.
Meanwhile; transparency is a word that has become significant in a number of ways for the digital ecosystem: Transparency in content placement, measurement and ROI; as well as transparency in data collecting and use of data for marketing purposes (i.e. the looming GDPR in the EU). Growing unease about the lack of transparency in media has resulted in marketers demanding more accountability and help making the media planning process more transparent.
“Better advertising and media transparency are closely related…we’re all wasting way too much time and money on a media supply chain with poor standards adoption… We need to clean it up, and invest the time and money we save into better advertising to drive growth.” Marc Pritchard, Chief Brand Officer @ P&G
Issues of transparency & brand safety have impacted both Google (i.e. YouTube ads funding terrorism) and Facebook (i.e. fake news), and lead several European publishers to explore alternatives to the Google-Facebook duopoly. Many alternatives — such as Oath — as well as Google and Facebook themselves are searching for ways to regain that Trust from consumers and brands alike.
“By 2020, companies that are digitally trustworthy will generate 20% more online profit than those that are not.” Penny Gillespie, Research Director @ Research Director
Formed after a merger between Yahoo & AOL, Verizon-owned Oath has vowed to create a safer, engaging and more consumer-friendly ecosystem where brands can find audiences and audiences can find the right content.
How? Carbon by Clicksco
At Clicksco, we believe you can reach everybody at scale whilst still treating them as individuals so you never have to sell to a stranger. Using our proprietary technology platform — Carbon — Clicksco collects and analyses anonymous data from over 2.5 million new unique users per day to understand customer behaviour and intent. We then feed that data into our bidding algorithms to help advertisers acquire more profitable customers, and our yield management algorithms to enable publishers serve those customers personalised content and ads to maximise profits. All this is supported by our Insights & Data solutions so everyone can visualise and better manage their data.