Adaptive Medias Inc (fka ADTM)

[newelong]

The Importance of coordinated multi-touch campaigns

August 8, 2011 - Qayed Shareef

[excerpts]

The difficulties with multi-touch marketing in digital 3.0

Fast forward 10 years later, and marketers live in a far more sophisticated digital marketing landscape with display, email, mobile, social and video. All of these channels are now viable customer retention and acquisition vehicles for a marketer. The CMO responsible for marketing efforts wants to be in all these channels and gives this directive to his employees and the agency running the campaigns on behalf of his/her brand. In theory, coordinating a single message across all these channels would be easy with great technology platforms and brilliant product development personal across the 1000’s of digital marketing companies that service the marketer and his/her respective product or brand.

In theory it all sounds good, but the reality is far from any type of actual cross channel coordination of campaigns. Yes, a marketer can coordinate a TV campaign with display, email and search, but what about social, mobile and video. The emergence of these channels has caused a major fragmentation of resources which are working in silos and lack coordination. The planning team at most agencies are different for each of the emerging channels, when in reality all the emerging platforms have elements of original digital opportunities of email, display, email and search. The most common threads across all 3 are display and messaging (email). However, a campaign running on social might just be focused on driving likes or a mobile campaign is only looking at the click or context of the application the ad is running on. A campaign running pre-roll might have elements of BT and RT like display, but it doesn’t translate in social. The lack of coordination at the media buying level and the absence of a singular platform focused on scaled cross channel buys limits the multi-touch marketing that a marketer could have executed 10 years ago, delivering the same message to a user offline and online.

The solution

The solution to this problem is for digital solutions providers to better coordinate their efforts by not having silos across the multiple channels. The media buyer responsible for digital buys should to be educated in cross channel, multi-touch opportunities for their clients. Additionally, digital marketing solutions providers should work towards developing one single platform to provide media at scale across multiple digital channels like display, social, mobile and video. They should also provide reporting and attribution across the channels for the marketer to understand ROI, SOV and attribution for each marketing dollar spent.

The ability to do a coordinated multi-touch campaign in all the digital channels on one platform will provide the CMO the single dashboard to understand what kind of an impact his marketing efforts are having on the equity of the brand, acquisition of new customers and retention of existing customers.

The media buying teams will have a centralized place to go to for media regardless of channel, and understand the levers and drivers to push towards additional ROI and scale for their clients.

In the end, all parties win including the consumer, who is delivered the same message by the brand across all of the possible digital touch points.

http://qshareef.wordpress.com/2011/08/08/the-importance-of-coordinated-multi-touch-campaigns/


NOTE: Mr. Shareef is indeed an industry thought leader. Even back in 2011 he spoke to the importance of the coordination of fragmented resources which were contained in silos, the benefit of a single platform and a single dashboard for multiple channels, a centralized buying place and last, but certainly not least, reporting and attribution across all channels to determine the effectiveness of each ad and whether or not the advertiser's money was utilized for full benefit.

ADTM