How to Build Smarter Marketing Campaigns

A single communication channel won’t work for marketers anymore.

Did you know that 92% of online ads aren’t noticed in 2017? Rewind about 20 years and the story was completely different.

Marketing Campaign CTR TattooAT&T purchased the first ever banner ad from HotWired.com in 1994 and a whopping 44% of the people who saw this ad clicked on it. If these were the results of my next LinkedIn campaign, I’d probably tattoo them on my arm.

Marketers have been trying to get back to the results of the first-ever banner ad ever since. To give some context, today’s display ads have a dramatically low click through rate of just .05%. Buying preferences have evolved and consumers have gotten smarter and stingier with their clicks. But with the development of multi-touch marketing technology and more strategic marketing campaigns, it’s possible to blow your metrics out of the water once again.

Fuel Marketing Campaigns with Smart Marketing Data

The landing page to go along with the first ever banner ad was really simple. And at the time, the content of this page was captivating. It highlighted a few tech predictions for the future and offered some basic additional information about AT&T. A landing page like this would not work well today.

Now, the design and messaging of a landing page has to be on point. If anything looks out of place people will notice and bounce from your page immediately. “Now let’s see what else you’ll do” just won’t fly as messaging for the modern day consumer. Successful calls-to-action are well thought out and intentional.

The reality of today’s online experience is that 64% of ads today are considered annoying or intrusive. Users are demanding more valuable and personalized web experiences, and the best way for businesses to understand them and deliver the right content is with the help of data.

Not convinced?

Taking a one-size-fits-all approach is a fine starting point. But brands that aren’t delivering personalized, retargeted, responsive and progressive offerings will eventually find themselves struggling to effectively move buyers through the funnel and close deals. Some interesting stats to consider:

  • Website visitors who are retargeted with ads are 70% more likely to convert on your site.
  • Native ads that include videos or images drive 60% more conversions than those without.
  • 84% of mobile advertisers believe they’re providing a positive experience. Less than half of consumers report their experience was positive.
  • 61% of users are unlikely to return to a mobile site after a negative experience. 40% will go to a competitor’s site.
  • 80% of people enjoy learning about companies through custom content.

It’s Time to Develop a Multi-Channel Marketing Strategy

The best way to deliver these personalized experiences is through the technology I mentioned above. There are a number of personalization and retargeting tools out there that you can quickly set up and put into action. But each of these tools is just a piece of the overall experience we’re talking about. To get the full picture, you either have to connect all these tools together on the back-end or choose one all-encompassing solution to do this for you.

Brands still have a long way to go in order to deliver truly smart, personalized experiences across mobile and the web. A full go-to-market strategy uses all channels from email, to push notifications, to SMS, to social. Tie this all together and you have a strategy that supports the modern day buyer.

For more information on developing smart, targeted marketing campaigns, click here.

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