Marketers need to understand who their target audience is before attempting to reach them, and that means sifting through a seemingly endless amount of consumer data generated from disparate channels and technologies.
Taking a centralized approach with data can be overwhelming but implementing an audience-first mindset to campaign strategies can lead to more efficient and productive outcomes. It puts your core audience at the center of your initiatives.
The Drum, in partnership with Oracle Data Cloud, is launching a survey on audience-first digital advertising to better understand what the approach looks like and the barriers organizations may face when putting data at its core.
An audience-first method works because it leverages data at every stage along the consumer’s buying journey. Knowing the differences between customers and prospects and understanding a buyer’s tendencies helps to avoid waste. This strategy can allow marketers to avoid irrelevant audiences and deliver customized messaging on the right digital platform at the right stage in the buying process.
Implementing an audience-first strategy can be effective, but it means marketers will have new questions to answer. Organizations will have to consider the challenges of putting data at the core of their strategies, especially in the face of global regulations on data collection. Mature organizations, too, will have to think about how data-driven advertising fits into their business models.
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