The following blog takes insights from the Narrative team, the IPA and Google to show how digital intelligence can drive marketing insights for both on- and offline campaigns.
“The traditional purchase funnel was a fairly linear process. Advertisers could drive awareness through
high reach media and then encourage consideration with specific advertising messages. Once purchased the brand values and quality of the product or service would determine long term loyalty.” – IPA
The modern purchase funnel is much more complicated, as demonstrated by Google’s micro-moments and ZMOT analysis. Consumers move from online sources of information to offline purchase points and back again before making their final decision, and the impact of social validation (reviews and mentions) holds more sway than ever.
Digital intelligence, including attribution tracking and call tracking can give you insight in to the customer journey – how many times are people visiting the site? what content are they consuming? what drives them there in the first place: social post? organic search? display ad? Are they passive or active, or both?! All the data you can gather on your target market’s behaviour will inform a better understanding of your user profiles, lead/lag time to buy and what messages they respond to – helping you plan advertising campaigns, PR content, events, sponsorships, product placements and other offline marketing tactics.
NB. Advanced methods such as econometrics can even bring offline data in to the mix to build a more complete picture of the customer journey but can be costly and requires specialist skills.
Experiments and testing are the bread and butter of a marketer’s role. Digital intelligence allows you to run micro experiments online which can be replicated offline or used to influence further experiments and testing in stores, in offline collateral or at events.
“Marketing experiments have some fantastic advantages over other methods of measurement when well conducted. They can demonstrate the incremental impact of creative, strategy or media. They can be used to look at brand metrics or sales metrics – both on- or offline. They can be used to test new approaches, and can be conducted quickly. Results can be reported in a matter of weeks.” – IPA
Have you used digital intelligence to drive insights for future marketing campaigns? Tell us more @NarrativeComms.
This post was created on 26th May 2020