Report Explores Recognition and Matching Best Practices to Reach Consumers Through Their Preferred Channels of Communication
Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and software-as-a-service company, today released the findings of their second MoneyAds™ Mentor Series “Recognition in the Murky Marketing Ecosystem.” The latest whitepaper explores the nuances of recognition and provides a roadmap to help marketers overcome the key challenges they face in effectively reaching consumers across channels, devices and media.
“The rapid proliferation of new technology and mobile products is pushing marketers to revisit their strategies in order to accomplish true cross-channel marketing,” said Erin Winters, head of thought leadership at Acxiom. “Studies show that consumers who engage with brands through multiple channels spend much more than single-channel consumers, with some estimating a 4X difference between the two groups. It’s clear that understanding the role recognition plays in delivering effective cross-channel advertising experiences has become a business imperative for marketers.”
With a recent Forrester report finding that half of U.S. online adults own at least three Internet-connected devices and go online from them multiple times a day from multiple locations, the ability for brands to recognize consumers consistently across channels has never been more important, and is the first step in effectively deploying a multi-channel campaign.
The MoneyAds™ Mentor Series “Recognition in the Murky Marketing Ecosystem,” also points out the challenges of recognition in a digital environment with rapid and near constant technology innovation, and the disparate data formats. The paper explores six key channels marketers should take into consideration as well as best practices for recognizing consumers across these channels, which include premium publishers, programmatic, mobile networks, call centers, addressable television and online video.
Some of the key takeaways for marketers include:
- Adopt recognition and matching best practices that deliver the highest degree of accuracy and reach,
- Select an ad technology partner that is integrated with a large network of partners and publishers, especially those important to your brand, to allow you to effectively leverage your customer data and boost your ability to reach consumers through their channels of choice; and,
- Ensure you and your ad tech partners always use data ethically to respect consumers’ interests, as recognition across channels does not mean annoying people across channels.
For additional cross-channel recognition best practices and takeaways, and to download a full copy of Acxiom’s MoneyAds™ Mentor Series “Recognition in the Murky Marketing Ecosystem” whitepaper, please visit: http://www.acxiom.com/
About Acxiom
Acxiom is an enterprise data, analytics and software-as-a-service company that uniquely fuse trust, experience and scale to fuel data-driven results. For over 40 years, Acxiom has been an innovator in harnessing the most important sources and uses of data to strengthen connections between people, businesses and their partners. Utilizing a channel and media neutral approach, we leverage cutting-edge, data-oriented products and services to maximize customer value. Every week, Acxiom powers more than a trillion transactions that enable better living for people and better results for our 7,000+ global clients. For more information about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of Acxiom Corporation.
