Guest Post by Nicole Jennings, SVP Paid Digital Media, PMX agency
Acquiring new customers is often the most critical goal of a company’s broader business objectives. But in the crowded ecosystem, the challenging realities marketers face today are that customers are more sophisticated, more socially aware, more digital savvy, and, have more choice of brands than ever before. Performance marketing, and all of the various channels, are an effective way to attract new audiences and influence conversion activity to both your site and your brick and mortar. However, today we must think more creatively about customer acquisition, using a blend of traditional brand initiatives and performance, to deliver the personalized and meaningful experiences that customers crave.
What does this all mean in a complex performance landscape? It means understanding the natural behaviors of consumers – how and where they like to communicate, what platforms and media they interact with, and what passions drive their decision making. Great performance marketing meets the KPIs we lay out and drives ROI, but it also complements the consumer’s consideration and purchase journeys by providing the right personalized content in the right moments of intent.
Today, mobile marketing requires an even more nuanced approach to content. Mobile now enables engagement and buying decisions across all touch points, which encourages marketers to think not just from a mobile- first perspective, but a truly customer-first perspective. It’s never been more important for brands to maintain an always-on approach – which could mean staying on top of Google’s organic algorithm changes, understanding how display or search ad experiences translate from desktop to mobile,
leveraging local and geo-targeting methods, and continuing to develop content that’s thumb-stoppingly creative.
While each performance channel plays a key role in the acquisition of new customers, integration of channels is increasingly important to deliver a cohesive story and a seamless customer experience. For instance, we like to think of how paid and organic search inform content marketing and social content creation. We then ask ourselves and our clients tough questions like:
- How can I boost exposure for all content within my paid and organic channels? What do I have to “give up” in order to do so?
- If the customer gets a catalog, or sees a TV or OOH ad, how seamless is that brand experience?
- In addition to selling, how can your email program evangelize the content and social content experience using cost-effective email?
- What does every moment and touchpoint feels like to a consumer on the path to purchase?
Seeing customers in a connected view across channels helps inform the integrated strategies used to engage and sustain them over time. And that means marketers now need to think of themselves not as channel owners, but as advocates and strategists for the brand’s overall business health.