Three Reasons Why A Unified Consumer View Should Be On Top Of Every Marketer’s Wish List
In this guest post, Cameron Curtis (pictured below), general manager for Australia and New Zealand at Near, explains the key reasons why organisations and enterprises should be investing in technology that provides a consolidated view of their consumers.
An ever-changing, digitally-connected consumer is an increasing challenge for marketing teams in several, persistent ways. Multiple consumer touchpoints influence purchase decisions and create challenges for brands to determine the pertinent factors that influence a purchase. Understanding which media provides the biggest impact in driving engagement and foot traffic, which methods of marketing work better than the others, and what is the overlap ratio of your target consumers across media channels, are the key questions that marketers need answered to get the best results for their spends.
A solution is in sight – data platforms that incorporate multiple data sources and use data science engines to provide a unified consumer view. Here are the key reasons why organisations and enterprises should be investing in technology that provides a consolidated view of their consumers:
- Stay ahead of information overload
Today, consumers are flooded with information on products from different organisations. Studies have found that watching a video, performing an internet search, and advice from peers are the most common factors during an average consumer’s purchase journey. These channels will be different for enterprises, geographies and products, and identifying these factors is an ongoing process.
Smart marketers must also consider the location of a consumer, their activity at the time of decision, and other influences (like weather); all the factors that can be combined to identify a behaviour pattern. Metrics and knowledge about how different touchpoints, like blogs, content and social shares in the digital world, and point of sale (PoS), out of home and direct mail in the physical world, are vital in order to influence the consumer’s decision during a purchase cycle. A singular view enables enterprises to map consumer journeys across channels and identify high-impact channels.
- Drive efficiency in your customer acquisition efforts
Information leads to better decision-making and more bang for the marketing buck. Real-time analytics of purchasing trends and consumer footprints enables marketers to analyse consumers in their own stores versus competitor stores. Competitive intelligence is a gold mine for marketers, as they can make smart strategies to acquire these consumers and not overspend on existing customers.
Granular data helps marketers make multiple buckets of consumers going to the competitor stores such as loyalists, swingers and agnostics. Now, if marketers further know the high spenders and low spenders amongst these, they can distribute acquisition spends more efficiently.
- Craft a compelling brand story
Having a unified consumer view helps marketers craft a compelling brand story. Since marketers can now identify key interests and behaviours of their target consumers in real time, their brand message can be aligned to the factors that influence their target consumers. An ongoing view on audience trends helps brands get their message right on social media, offline channels and digital devices, since consumers may use these channels for different things (e.g. social media may be the channel which ‘influences’ the consumers, consumers may walk in stores to ‘touch and feel’ the product, and go digital to buy the product for convenience). ‘What’ the brand talks to their audience on these channels needs to be in line with the purchase cycle of their consumers.
Of course, unifying identities across devices, touchpoints and locations is easier said than done, especially since consumer identifiers change across channels, while data analyses happen in silos. But with location data going mainstream, it gives us the unique capability to accurately identify multiple devices in a place and find linkages between them by using data science.
Furthermore, enterprise products remain disconnected from each other and force staff to go through a steep learning curve. A solution to this problem is the introduction of data APIs in the products, enabling them to seamlessly integrate with each other.
Marketers need to start adopting technology that provides them a unified view to give them a competitive edge over competition.
Please login with linkedin to comment
Designworks einsights ice cream flavours the great australian spelling bee unified consumer viewLatest News
NGINX Launch Parodic “Investigative Reporter” Campaign Via The Misfits Media
The latest NGINX campaign is live as The Misfits Media Company, and NGINX creates parodic ‘investigative reporter’ content with Dan Ilic on the streets of Sydney. The Misfits recently partnered with the APAC marketing team at NGINX to take an investigative deep dive into the world of mobile apps as the good, bad and (even) […]
Trade Publisher AMT Acquires Radio Today
Trade publisher AMT Pty Ltd has announced the acquisition of Radio Today, the Australian media and marketing sector’s go-to source for radio news, analysis, ratings and jobs. AMT currently publishes Radioinfo in Australia & New Zealand, Asia and Africa, and was a key partner in bringing the annual Radiodays conference to Asia. Radio Today will continue to […]
Aussie Icons Peter Alexander And Paddle Pop Team Up For New Collection
You can now buy Paddle Pop-themed pyjamas. Although Magnum, Gaytime or Zooper Dooper arguably sounds a lot sexier.
IVE Acquires Active Display Group & AFI Branding Solutions
IVE Group announces new acquisitions & yet further confirmation it's not spent lockdown watching bad daytime television.
MediaHub Australia Appoints Chief Operating Officer As Part Of Major Restructure
Mediahub Australia has made its most significant restructuring to date, as it positions itself to professionally manage the changing world of broadcast technology and consumer viewing habits. The most significant new appointment, and one of many, is Scott Jolly being promoted to the role of chief operating officer. As COO, Jolly now has full responsibility for the […]
Life In Lockdown: How The Trade Desk’s Melbourne Office Has Become One Of The Most Successful In The Business
For Melbourne, the past 18 months have been largely dictated by the COVID-19 pandemic and lockdowns. Despite this, The Trade Desk has managed to establish one of its most successful offices. Here, The Trade Desk lead director, client strategy, Kali Guillas [pictured], explains how the Melbourne office has managed to thrive. We are in a […]
Two Gs Spices Up Roster With Mad Mex Win
Independent creative agency Two Gs, started by creative directors Matt Geersen and John Gault, has been appointed by Mad Mex.
Nine Network Prepares To Re-Sign NRL Contract For A Cool $600 Million
Reports Seven & 10 were chasing the NRL rights appear untrue. Again, not the first nor last time B&T's spun you a line.
The Monkeys And Mountain Goat Beer Do ‘Suits’ With New Campaign “Goat, Goat & Goat – Attorneys At Law”
Who doesn't love to have a beer brand on the agency's books? Well, zero-alcohol and fruit-infused aside, that is.
Krystyna Frassetto Promoted To Managing Director of M&C Saatchi Sport & Entertainment
Krystyna Frassetto appointed MD of M&C Saatchi's Sport & Entertainment and can quote Don Bradman's batting average.
“I Do Sh*ts With More Backbone Than You!” Hannah Gadsby Calls Out Netflix Executive Over Dave Chappelle Comedy
Australian Comedian Hannah Gadsby has slammed Netflix executive, Ted Sarandos after he used Gadsby’s presence on the platform to defend Dave Chappelle’s new comedy special on Netflix. Chappelle’s recent comedy special, The Closer, which debuted on Netflix last week, has been met with backlash, after Chappelle used his special to discuss transgender and gay people, […]
Samsung Launches First Branded Podcast In Partnership With Acast
Acast has announced its partnership with Samsung Electronics Australia to produce and distribute the company’s first branded podcast within the Australian market. The Rule Benders podcast will feature conversations with extraordinary Australians who have bent the rules, defied convention, and redefined what is possible. Rule Benders is a six-week branded podcast campaign, with a new […]
“The Internet Has Been Won!” TV Reporter Goes Viral After Skateboarding Through Silky Smooth Live Report
Skateboarding TV reporter owns the internet. Stranger yet, not one do-gooder moaning about his lack of helmet.
“Complete Vindication”: Copyright Tribunal Accepts New Licences From Isentia & Meltwater Following Four-Year Battle
It's said only the lawyers win in these defamation cases, but the lawyers' BMW dealership & Tiffany jeweller also win.
Bankwest Launches “For The Love Of Less” Campaign Via Union
Think your non-existent savings and massive credit card debt deserve a lot better? Give this Bankwest spot a look-in.
DocuSign Encourages Businesses To ‘Next Time, DocuSign’ In New Campaign Via Hardhat
DocuSign Australia this week unveils its first work with independent creative agency, Hardhat, encouraging people to ‘Next time, DocuSign’. Spearheading the campaign is an influencer series featuring entrepreneurial business leaders Janine Allis, Jules Jund and Emma Isaacs sharing stories of oversights and slip ups during important business deals. The three ‘That time I screwed up’ […]
Sunday TV Wrap: The Block Wins The Night With Over A Million Viewers For Backyard Reveals
Do you ever watch The Block and secretly concede "my relationship simply could not survive a bathroom renovation"?
Experience Design Agency Imagination Announces New Hires
Global experience design agency Imagination, has expanded its Sydney team, with the appointment of two new key hires. Ashley Diamond (pictured below), with over 18 years experience across large scale events and broadcast quality content production, joins as project director to continue driving the growth of Imaginations’ largest clients. “The people, the work and the […]
DoorDash Launches First Australian Brand Campaign “We DoorDash” Via Cummins&Partners
Lockdown got you thinking you'll never leave the house again? DoorDash (& Jimmy Brings) makes it a distinct possibility.
And So It Begins! Michael Hill Jeweller Launches Its Christmas Campaign Via CHE Proximity
First of the Chrissie ads are here! So brace yourself for an avalanche of turkeys, nauseating families & Curtis Stone.
Switch Appoints Matt Watson To Technical Director
Switch, an award-winning digital agency has announced the appointment of Matt Watson as its technical director. Watson joins Switch at an exciting time as the business focuses on its growth strategy and bringing the best talent in the market to deliver exceptional outcomes for customers. Watson is the most recent talent appointment by Switch, after […]
Gumtree, CarsGuide & Autotrader Announce Leadership Changes
Gumtree, CarsGuide & Autotrader announce leadership changes, all of whom can get you a top deal on a 2018 Suzuki Swift.
Sailor Jerry Rolling Stone Australia Awards To Return For 2022, Featuring Live Music Roadshow
Rolling Stone Australia publisher The Brag Media has announced that the Sailor Jerry Rolling Stone Australia Awards will be back for a second year in 2022, with a star-studded party to reunite the music industry following extended lockdowns. For the first time, a free live event series will spearhead the return of live music in […]
“Dangerous, Irresponsible, Unethical”: Young Adlanders Are Having Their Say About Climate Change In Comms Declare’s Future Leaders Survey
Adland declares time's up for fossil fuel polluters. B&T stresses that doesn't extend to the service station meat pie.
It’s Time To Put The Creative In CTV: Take Part In B&T And Unruly’s Connected TV Survey!
This easy survey is a mere five minutes of your time. Okay, 10 minutes if you're a bit on the dopey side.
Leo Burnett Releases Major Study Into Post-Lockdown Australia
Has COVID made you look deep down inside yourself? If it hasn't, why not just steal from this 109-page Leos report.
DDB Melbourne Snares whiteGREY’s Katie Firth As Managing Partner
DDB Melbourne nabs Katie Firth for managing partner role. Goes against the typical Melbourne all black for press photo.
Magnum & Co Announces Change In Ownership, As Founder Michelle Hampton Exits After 16 Years
Independent brand communications agency, Magnum & Co, has today announced that Director and Co-owner, Katie Barclay, has acquired the business as Founder, Chairperson and majority shareholder, Michelle Hampton, exits.
Dettol Helps Kids Wave Goodbye To Germs With New Program For Global Handwashing Day
Dettol today announced it has developed a play-based program, ‘Catch a Habit’, to teach Australian children to adopt good hand hyg
Tis’ The Season To Turn Shoppers Into Buyers
Hayley Fisher [pictured] is the AUNZ Country Manager at Adyen. In this op-ed, she discusses the upcoming holidays sales season and explains marketers can help drive sales. Over the 18-months the pace of ecommerce has accelerated to new heights. According to latest figures from the Australian Bureau of Statistics (ABS), a record $44.2 billion was […]
