How To Breakthrough Digital Adverting Barriers For Business Results
This guide will shed light on underappreciated elements involving digital advertising. Help you understand the importance of having systematic planning to achieve better results on marketing spend.
Many businesses today find their marketing initiatives fall short of their promise to meet the business objectives and outcomes outlined.
The main reason is that often marketers are not keeping customers at the center of their initiatives. And the absence of efforts to capture the customer insight and understand through data.
Here, we are offering these five different corrective measures, which give the customer-facing team an upgraded mindset and frame of reference to turn towards the customer-centric and experience-oriented approach.
Indifferent to planning
Part of the problem is not having a clear picture of where the company stands today and from there, using that as the baseline, assess where it wants to be.
In many cases, what may be lacking is the crystallize level of the defined business outcome as "Where it wants to be," such as increase the retention rate, targeted sign-up for the demos, increase customer value, etc.
This top-down approach will help us connect our business goals with customer and experience they must get to achieve those business goals. Because only the customer who will get us there and nothing else. And no amount of marketing planning and execution without producing such positive experiences generate the impact you want to see.
And, to assess the current and future state, the marketer would achieve that with the little digging of hindsight analytics of the past years. And with the right input, it is simple enough to project and set the realistic marketing target, which aligns with the company's strategic direction and the resources available.
Then comes the hard part, how to get there? In the planning phase, an experienced marketer has to tap into their wisdom to figure out the right model and the system support.
The plan should outline an understanding of customer base, segmentation to target, preferred communication channel, lead generation and qualification process, conversion path, personalization, and everything that touches the customer experience to influence their behavior positively.
In today's connected world, the customer is engaging with their favorite brands through multiple platforms. And they want to have a consistent experience in all of their touchpoints. And for the small company, it's hard without investing a ton of money into expensive technology tools.
However, with some advanced planning and in-house efforts, today's marketer can choreograph this experience. And guide them on how to engage with the brand throughout the funnel.
Consistent experience means planning not just marketing-related activities but also what comes after that. Starting from discovery to decision and everything in-between that happens with your cross-functional teams - sales, service, customer support, etc., must be thought out in advance.
Without this end to end approach to marketing efforts, campaign execution will lead to missing valuable customer insights — an insight with the potential understanding of the path for achieving a specific business outcome. And this leakage ultimately leads to impact financial return on marketing spends negatively.
Imagine a situation, qualified lead generated are further push down in the funnel and only to experience lesser than expected treatment from the sales or service department.
In the absence of receiving such feedback from the prospective customer, you are losing the opportunity to take corrective measures. And You wouldn't know about what is missing or why the customer is leaving.
Reimagine User Journey
Mapping out the journey map is the key to success in any digital initiative. Understand touchpoints and how they are influencing behavior will help plan for customer experiences expected from the preferred channel, decision paths, emotions, etc.
And, any targetted customer experience created out of any marketing must align with identified and understood user journeys. For instance, when the campaign is to increase customer value through repurchasing, then the experience must focus on helping customers make their decision for themselves.
Then marketing efforts should guide the user through the decision path and help them make their purchasing decisions with relevant and useful information.
Tell a story that relevant.
Instead of selling the product and services, tell your customer the story behind the initiative, brand, and any particular mission behind the campaign executed.
Simplify your advertising, focus on specific outcomes that will drive business value and customer experiences.
Test and measure
Often overlooked and often neglected part of success in digital advertising.
Testing and measure mean validating digital advertising performance against expected business outcomes and decisions made during the planning.
For instance, the campaign executed to reverse the trend of customer churn rate. As part of the optimization and post-analysis, we should collect and analyze both structured and unstructured data created during this time, and determine what actions worked and identify the next best steps to offer and track it for effectiveness.
Check for the indicator that validates and confirms your decisions during the planning, from the choice of particular marketing channel, creative type, level of spend, etc. Take the learning and document it for future use in a systematic and structured way.