Nelson Rodenmayer, Vice President of Client Marketing, Valassis
In a conversation with a friend and fellow marketer, we reminisced about the old days when an advertising campaign with traditional media — TV, newspaper and radio – could virtually guarantee success through awareness of your “new product” or “great value” to the consumer. After we wrapped up the “old days” discussion and moved on to today’s world, we pondered the ever-increasing value of data from both traditional and digital media.
The right insight can turn a good marketing campaign into a great campaign. Yet the sheer amount of data coming at you every millisecond can be overwhelming. Add to that the focus on ROI and the accelerating fragmentation of media, and even the best marketers question which information is the most important.
While digital data delivers a wealth of information, can one truly survive on this alone? Or, are you better combining the benefits of digital insights with the power of offline indicators? Of course, more data is always better, right? But that’s only true if you focus on the right information at each phase of the campaign. Consider analyzing multiple sources of data before, during and after each campaign to learn from your success as well as your challenges.
Before the campaign begins (the pre-campaign phase), take inventory of all the statistics at your fingertips, including frequent shopper or customer databases that include delivery or home locations. Next, look at syndicated or third-party resources like census information for demographics or mobile phone tracking data to see where your best consumers live, work and travel throughout the day. Now you can find “act-alikes” in other neighborhoods for retail and online acquisition. Some of your best customers (or prospects) may not reside close to your location.
During the campaign or execution phase, you’ll want to analyze performance at regular intervals and make media adjustments that can be quickly tweaked. It’s always wise to test different variables like creative messaging and offer values. And don’t forget the power and benefits of different media working together vs. alone, like the reach and activation of print combined with the real-time audience targeting of digital. One recent example from a national quick service restaurant (QSR) chain launching a new product tested the benefits of integrated print and digital media vs. a separate media approach.
The result of the integrated campaign — a 10X ROI, including a 20 percent print response and 61 percent digital response in foot traffic for new and lapsed customers. For the last phase (post-campaign), you’ll want to focus on your own key performance indicators or KPIs for both your company results as well as each media’s impact so you can adjust the next campaign for even better results. Leverage online media learnings to tweak a print offer or distribute additional digital impressions in areas where print response may have been light. Viewing results holistically (vs. in silos) will only strengthen the next generation of the advertising plan.
Whether your business is large or small, simple or complex, your proprietary insights combined with online and offline data can transform good marketing campaigns into great campaigns. If you’re on your own or with a trusted partner, using analytic-based media optimization to drive the planning, execution and post-campaign phases will increase your ROI, helping you turn “today’s world” into “the good old days.”