Multi-channel Experiences Continue to Drive Digital Media Effectiveness
Posted: September 30, 2010 | Amanda Fildes
It is in digital marketer’s nature to segment, segment, segment when analysing customer behaviour. And in the majority of cases, that is a good thing.
But if we look closer at the findings in this article and we group them together to gain a fuller view of what is resulting in the success, we find the effectiveness of multi-channel marketing at work.
The measurements at the tactic levels help indicate what specific media is most effective in the trigger role however many customers won’t consciously acknowledge the multiple impressions from other media that lead up to the trigger point. Although there is an indication of influence, noted by the preference to act on articles that include brand information. Many recent studies continue to be published connecting customers actions resulting from the combination of product information – many times from third-parties – and online advertising placed in close proximity, on the same page as the product information.
After all, there is no better marketing then word of mouth marketing, so if an online publisher features a favourable product review and the manufacturer’s media is clearly positioned on the page, the advertiser greatly increases the chance a customer will act on that specific media. The specific media placement typical receives the credit for the action, while the article did all the work.
So what does it all mean? Keep pushing for true connect, relevant experiences and strong representation of the brand, and customers will continue to act.
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