How to Drive Revenue, Acquire New Customers, and Optimize Ad Spend
Multichannel campaigns drive 37% more lift and engagement. This will allow you to capture your user’s attention, convert leads and optimize your ad spend. Please read our multichannel campaign best practices and benefits below:
1. Determine campaign objective and duration
The first step of every successful campaign is to set your objectives and key performance indicators(KPIs). Whether it’s to increase sales or drive in-store traffic, the length of your campaign will have a direct impact on success.
Optimal campaigns typically run for a duration of 90 days. This time frame allows for a deeper understanding of consumer behavior and higher ad engagement.
2. Set an optimal budget
Setting an optimal budget is crucial for campaign success. This budget will drive high-quality impressions and qualified conversions – aka new revenue for your business.
3. Target the right people
Now that you’ve determined your objectives, set up the campaign length, and mapped out your budget, it’s time to ask yourself: who should I be targeting?
The first step of deciding who should be in your target audience is to create a complete picture of potential customers. One way to do this is to match email addresses to robust information such as an individual’s mobile device and postal address. This allows you to better understand and reach your target audiences– across all of their devices – to increase sales.
4. Connect with your audience on the channels they frequent most
Once your target audience is created, the next step is to decide where you should deploy your multichannel campaign. Example channels include email, social, video, connected TV, mobile, display, native, and programmatic audio.
A people-based marketing approach built off of first-party data and identity resolution allows you to know the exact channel your target consumer is engaging on. This ensures that you will be reaching real people on the channels they frequent most.
5. Measure your success
No multichannel campaign is complete without reporting. Attribution tools are designed to increase transparency, drive ROI, and accurately measure campaign success.
Which attribution tools should you utilize and which metrics should you be tracking? We’ve compiled this table for you to reference so you know that you’re making the most out of every ad dollar spent:
|Campaign Goal||Attribution Tool||Marketing Metric|
|Increase Store Traffic||Foot Traffic Attribution||In-Store Visits|
|Increase Brand Awareness||Digital Engagement||Impressions, Site Visits|
|Increase Sales||POS Matchback||Revenue|
|Increase Site Traffic||Cross-Device Pixel Tracking||Site Visits|