Over the last few years Facebook and Google proved how effective digital advertising is when they put large amounts of data at your disposal. As a result, marketers are allocating larger budgets towards digital marketing. According to eMarketer, digital ad spend is estimated to reach $204 billion dollars in 2018. This is a 70.2% increase in global spend over the next 5 years.
With larger budgets and an increasing number of channels/platforms to use, organizations should revaluate how they operate. Channels should not be run in a vacuum, and here are a few reasons why:
You’ll Understand the ROI of each Marketing Channel and Platform
A big issue with social marketing is user quality. Even if ads perform well, this doesn’t mean that they are hitting potential customers or even the right kind of customer. This is where cross-channel coordination becomes important.
By looking at conversion data, you can more intelligently build top of the funnel campaigns on Facebook, Twitter, etc. If your top selling item is a truck camper, don’t focus your campaigns on people that drive a Prius. The opposite works as well. Look at your top engaging Facebook posts/campaigns and see if related keywords convert.
With solid tracking and attribution modeling, you can start to piece together the ROI of each channel and how they work together. Say Facebook never produces a direct sale, but as first touch results in a 50% larger first purchase. Maybe a first touch on LinkedIn boost direct marketing conversion rates by 9%. These are gleamed from looking at the big picture, not just individual channels.
Seeing the overall picture makes budgeting decisions simple. Rather than teams fighting for their budget, you can allocate based on what generates the best overall ROI for your organization.
Your Messaging Will Be Consistent
Marketers lose site of the customer by focusing on the channel. When each channel has different promotions and messaging, you lose brand cohesiveness. If you have different products, this becomes a larger problem.
If you are a clothing retailer and a potential customer is interested in your baby wear, you don’t push them through the funnel with other types of messaging. This takes a lot of coordination even under single team. Under multiple teams, you find yourself with too many cooks in the kitchen.
Chaotic messaging can often times lead to a money and time sink for your brand. By coordinating messaging across channels your efforts will piggyback off each other and often result in more sales and fewer negative complaints.
Facebook custom audiences are a perfect example of how messaging can be a problem. Say you are a B2B software company and acquire an email off a simple cheat sheet. Your paid advertising should be pushing them down the funnel via webinars, white papers, demos, etc. Often times potential customers will see the same content at every stage of the funnel.
This takes a lot of groundwork. Custom audiences in Twitter and Facebook need to be constantly updated as they move down the funnel. Coordination allows each team member to know exactly what leads became opportunities, which targets were bought, and which leads became disqualified and then update the messaging and targeting.
Platforms are Becoming More Intertwined
Facebook’s audience network announcement at F8 illustrates how intermixed channels are becoming. For the first time, Facebook is moving outside of their ads platform into mobile apps.
Remarketing is another area that is becoming more intertwined. Now that you can remarket using Facebook WCAs based on Google searches and create Google remarketing lists based on social visits, it is clear that channels are becoming more dependent on each other.
Even LinkedIn and Twitter are following suit with their own versions of remarketing and custom audiences.
The next step is more dependence between paid and email channels. We’ve already started to see this with Facebook’s Mailchimp integration, but this is only going to become more prevalent. By using different APIs, we’re not too far off from users automatically being injected and removed from campaigns at every stage of the funnel across every platform.
When the boundaries between channels and platforms start to dissipate, the same is going to be true for marketing departments.
What This Means For Marketers
More integration between platforms means that marketers are going to need better tools. PPC platforms like Clickable will allow you to organize, monitor, and build campaigns across channels, and all-in-one analytics platforms will let you to tie together insights from social, search, and your website.
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