Until now, powerful targeting algorithms have allowed us to identify people just like the people who have already bought from us – simple, effective. Marketers have had an easy ride – clicking targeting buttons inside planning tools until something worked. Easy wins. The end is in sight for this quick route to our target market and we must adapt.
The last 12 months have taught us a great deal about authenticity and credibility as the consumer has shifted to favour a more genuine face of commerce. Most ads don’t affect people’s perception – we see the thing/we want the thing. They work through the sheer volume of data and people our ads can reach in a right time – right place approach. With the bluntening effect on targeting within this (and probably lots more) platforms we must adapt and focus on user affinity. Strong, visceral reactions are once again becoming the foundation of successful campaigns. Double takes – laugh out loud – tear in eye – aspirational – relatable content that moves people.
So how can we claw back the data we all crave for successful campaigns? Be less annoying! Sounds simple? Repetitive ads that add no value to a user quickly become an irritant and have a negative effect on our brands. This has always been the case but now more than ever consumers want more; IOS14 along with the increase of ad blocker use, tougher laws concerning data and the fatigue of the end user means all ads must now give something back.
Quality over quantity. Content has always been king. Now, as Google, Facebook etc push harder and harder for the halo of perfect user experience, it is absolutely essential as part of your immersive strategy.
Once we have our beautiful content – Urchin Traffic Monitors (UTMs) will be a key tool in regaining control of what we can measure in order to understand engagement and user intent. There are 5 variants of URL parameters you can track within your site analytics – source, medium, campaign, term and content. UTM is a name taken from Urchin Tracker, the grandmother of the Google Analytics we know and love (hmm?) and allow deeper insight into user behaviour going a long way to replace what we have lost.
With reduced funnel tracking, email marketing will once more come to the pointy end of marketing campaigns. Where it may have experienced diminished relevance in recent years, the data you hold is now priceless. You know what these people are interested in and they have already said that you can use their data. Communicate with them. Reward loyalty and referrals. Reinforce your brand with your core customer base.
In the battle for data there will no doubt be tougher challenges to come – we must adjust, pivot and flex to appease the gods of our world and stay on top. Bring it.