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Blending tech, data and creative to prepare the perfect marketing dish

Yieldr

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October 1, 2015 | 5 min read

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We’ve all heard the commentary – marketing tech and big data spell the end of creative advertising. In reality, that couldn’t be any further from the truth. It’s not an either-or situation, where a marketer must choose between being creative or data savvy. The most effective campaigns are those that strike a harmonious balance between tech, data and creative; no different from a Michelin chef mixing the right blend of ingredients and flavours to prepare the perfect dish.

Marketers are missing a key ingredient when it comes to most recipes. By now, we all know the ‘right person, right time, right message’ battle cry. Within the programmatic space, we’ve become very good at the first two elements, but are pretty lousy at the last.

The problem is that marketers are using data to segment and target consumers, but are not carrying over that same data-driven approach to the creative process. That’s the equivalent of gathering the finest ingredients for a meal and then throwing it all in a bowl without actually cooking it.

Grace Sobey, global media manager at Unilever, summed it up best when she wrote, “this is like marrying someone based on match.com algorithms. The data says you’re a match, and so it must be love, right? Reality check – you still need to charm the consumer. Take them on a date. Make them fall in love.”

The quickest way to someone’s heart is with food – and consumers are no different. By preparing the perfect marketing mix with just the right ingredients, marketers can feed consumers exactly what they want – relevant content.

Relevancy comes from being informed and information comes from data. Using tech, this data must be activated into creative execution. To ensure your campaigns don’t come up a bit raw, ensure that both your data and your creative output are integrated into your tech stack.

A textbook example of blending together tech, data and creative execution is Axe and Interpublic’s CUBOCC programmatic collaboration. The campaign breaks the Axe target consumer into four segments, offering 25,000 permutations to each segment, resulting in 100,000 total. Segments were clustered based on such factors as musical tastes, brands they identified with and other consumption preferences. As the campaign runs, the campaign is being optimised based on the responses to the creatives. Customisation in the trailers ranges from subtle to extensive, with a range of music, sexual and romantic content.

While this is a great branding CRM campaign (and quite honestly, there needs to be more tech and data involvement at the branding level), the same successes can be achieved with performance campaigns.

Yieldr worked with airline Volotea on a product-level basis to create a connection between their supply and consumer demand. Using revenue management data leveraged from programmatic technology, under performing flights were identified and media pressure was increased on those particular items. From there, unique user segments which had a high purchase intent were defined and targeted with personalised messaging, based on previous transactions, meta searches and other CRM data points.

This resulted in a 25 per cent increase in booking volume for Volotea and a number of satisfied customers who were presented with a special offer on a desired flight. This demonstrates how a mutually beneficial communications channel can be created between brand and consumer by leveraging tech and data.

Marketers actually shouldn’t silo their branding and performance campaigns, but should be taking a holistic, integrated approach, focusing on the entirety of the customer journey, where each message received by a consumer is building off of the previous interaction.

You don’t just eat once a day, so you should be feeding your audience throughout the process: breakfast, lunch and dinner with a few snacks in between.

  • Think of breakfast as the first contact with your brand, introducing your brand to their palettes and creating brand awareness.
  • Lunch is the continuation of your user experience, mixed in with some remarketing to ensure they don’t forget to consume your brand in the midst of a busy day.
  • Dinner is the moment of truth and point of purchase, while dessert is your upselling and retention opportunities to grow the relationship and overall customer lifetime value,
  • In between meals, be sure to sprinkle in some snack-sized branding.

By adding tech, data and creative into an integrated marketing mix, you can satisfy the hunger of both your audience and your brand. Simply serve up the right communication dish.

Joseph Vito DeLuca, VP, Marketing & Communications, Yieldr

Tel: +31 (0)20 66 39 916

Email: info@yieldr.com

Web: www.yieldr.com

Twitter: @Yieldr

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