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全渠道营销技术用于支持数据驱动决策的5种方法

01/19/2021 -塞拉杜西

数据驱动的营销CA88正在改变品牌的广告方式. Data-driven solutions allow advertisers to reach an engaged audience at the right time 和 with the right message. 因此,它有利于品牌的整体ROI和业务目标. Invespo found that marketers that exceeded their revenue goals were using personalized techniques 83% of the time, businesses that employ data-driven personalization delivered five to eight times the ROI on marketing spend.

而不是玩猜谜游戏, 测试不同的广告技巧, 现在是时候投资于有数据支持的CA88了. 其中一个数据驱动的广告CA88是 omnichannel营销. Omnichannel marketing technology allows advertisers to address the consumer journey across every channel (desktop browser, 移动, 零售, 社交媒体, 播客, 和 any others they might use) 和 how they move through these 渠道 和 interact with the br和. 这在所有不同渠道上创建了统一的客户体验, 而不是支离破碎的经历. 消费者不再仅仅依赖于一种购物体验, 和 omnichannel营销技术 meets these omnichannel shoppers with a solution that matches.

如上所述,这种广告技术的支柱是:数据. 数据用于全渠道营销活动,以瞄准正确的消费者, 然后跟踪这些客户的旅程, 可以说是最重要的用途, 以优化最有效的渠道.

随着你的品牌走向更多由数据支持的决策, 全渠道营销支持这些举措. 下面, we’ve outlined five ways omnichannel营销技术 is used to support data-driven decisions.

请记住即将对消费者数据策略进行的更改

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五个方法 omnichannel营销技术 可以用来支持数据驱动的决策. 

1.不断提高数据

一个品牌的见解只有在数据支持下才有用. 在数字广告的世界里, 不断涌现的渠道和技术, 有一个恒定的数据源是至关重要的. 由5年前的数据支持的数据驱动的决策可能不能保证最好的结果. 全渠道营销技术让你不断收获, 更新, 并实施新的和改进的数据.

这并不是说5年前的数据没有用处. Having a year-over-year outlook on how your consumers have evolved gives you great insight into patterns 和 trends. The key to these insights is continuously fostering this data 和 using it to better your organization. You don’t want gaps in consumer data that lead to missed opportunities – 和 that is where omnichannel technology comes in with continuous data generation 和 implementation.

2. 统一的数据存储

Similar to the point above, just as harmful as gaps in data, so too is fragmented data storage. 一般的营销人员现在跟踪客户信息的平均时间为 15种不同的数据源. 而且,正如 你开始一头扎进一个数据驱动的组织, you may realize that your consumer data has historically been stored on individual spreadsheets. 

Omnichannel marketing technology pushes advertisers to establish a unified data management workflow. 随着数据的收集, 它在一个统一的工作流中进行审计和组织,以最佳地支持您的组织. 这个过程将确保所有通道的所有数据都被找到, 查看, 和分析, 都在一个地方. 尽管这可能需要一些前期工作, this organizational tool that is a direct result of omnichannel营销 will have an immediate 和 long-term positive impact on your marketing campaigns, ,反过来, 你的品牌.

3. 建立了归因 

Omnichannel marketing technology allows all 渠道 to fire together for the best customer journey experience. Although, there is another crucial advantage brought about by this marketing strategy: better 归因 研究.

Many br和s have already discovered the 好处 归因 和 分析 can bring to their digital advertising campaigns. 而且,你可能已经在你的一些渠道或活动中使用这些资源了. An omnichannel营销 solution will allow these 分析 和 归因 研究 to showcase critical insights across all campaigns, 渠道, 和战术. 有了这种全面的观点,以前可能被隐藏的差距现在不会被忽视. 

4. 聪明的投资

通过全渠道营销技术连接每一个渠道, 您将能够看到哪些频道是最好的支持您的 kpi. 如上所述,在数字广告领域,新技术、新渠道层出不穷. 作为广告客户, it is our job to stay up-to-date with these 渠道 和 ensure our campaigns take advantage of these features. One of the most significant 好处 of omnichannel营销 is that you can quickly test these 渠道 和 realize if they work for 你的品牌. 你的观众可能还没上那个新频道, 所以,尽管新热门的东西很诱人, 如果它不能支持你的底线目标, 这些钱可以花在更好的地方.

这种聪明的投资策略也可以支持更好的创造性投资. 人们可能不会将创意团队与数据联系起来, but omnichannel营销技术 will promote more informed content creation backed by data. Omnichannel marketing technology allows you to see which creatives are working best across which 渠道. You no longer have to wait for a creative flight to run its course; instead, you can quickly identify any messaging that isn’t resonating with consumers 和 quickly shift towards creatives that yield success. 随着您继续创建新的广告, this data can be shared with your creative team to inform them 和 guide them for future campaigns.

5. 更好的管理决策

正如在上面的章节中清楚地描述的那样, 全渠道营销技术促进更多知情, 数据驱动的决策,以改善你的消费者的旅程与你的品牌. This insight can trickle down to the management team to give them a better perspective of what is working well within the organization, 强调未来的机遇, 并展示需要投入资源来提升品牌的地方. 如果没有全渠道营销技术,这些见解可能会消失.

以这个服装品牌的场景为例. This br和’s native display ads featuring its new spring line have a great click-through rate. 当使用重定位功能时, 消费者倾向于将特定的衣服(在他们的活动中突出显示)添加到他们的购物车中. 然而,你注意到你的品牌正面临着极高的购物车放弃率. Your organization may think they need to invest in better virtual assistants to support consumers through the checkout process. 

但是,全渠道营销技术讲述了一个不同的故事. These same customers that ab和on their cart make an in-store purchase the next time they head to the mall. 运费让他们不敢在网上购物. 没有全渠道营销CA88, the br和 would have mistakenly invested in a virtual assistant rather than figuring out a pricing structure or loyalty program to better support reduced or no shipping charges. Omnichannel marketing technology supports data-driven decisions across every level of an organization, 不仅仅是营销.

全渠道营销合作伙伴提供数据驱动的支持

当你开始更认真地研究全渠道营销和 好处 它将在你的组织内, you may be overwhelmed by the different intricacies 和 expertise required for this type of advertising. If you know that your team does not have the internal b和width to properly execute a successful omnichannel营销 strategy, 也许是时候找个伴侣了. 

全渠道营销公司可以 处理一切 从社交媒体和SEM到分析,再到CTV和数字音频. Having a team of experts who specializes in data-driven omnichannel营销技术 will ensure that your campaigns are optimized 和 on track to support your digital advertising goals 和 你的品牌’s overall goals.

一流的全渠道营销技术与CA88

Data backs every decision that CA88 makes; after all, one of our 四个核心原则 “用数据主导决策.“从我们开始与一个品牌合作的那一刻起, we are passionate about uncovering new data points 和 implementing already established strong data points to push digital advertising campaigns forward. 这种数据驱动的思维不会停止. 我们的不间断,整体 分析 功能可以让品牌清晰地了解他们的活动. We underst和 what a digital media strategy requires – radical transparency 和 a team of agile 和 flexible experts. If you’re interested in learning more about how CA88’s data-driven omnichannel营销技术 can boost your digital media, 让我们谈谈.

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