Today’s marketers are distracted by new technology and more data promising more efficient and personalized advertising. So they forget that adtech — in a vacuum — is no match for how people today consume media, interact with advertising, or think about their experiences with brands. In fact, we know that consumers’ opinions vary widely about how they want to be advertised to, but most marketers don’t understand this.
So what now? Marketers, you need to take control of your advertising strategies and adtech stacks now to better address today’s consumers. If you don’t, you risk continuing to annoy, creep out, and turn off those very people you need to drive business growth.
We’ve been advising B2C marketers for the last several years to move from a multichannel advertising approach to one that is truly omnichannel, where planning, execution, optimization, and measurement of all paid media is connected and oriented around customers’ and prospects’ journeys throughout the purchase life cycle.
Today, we’re giving you the tools you need in one place: introducing the new omnichannel advertising playbook! It’s filled with six reports that provide practical guidance to help you in your journey to achieve omnichannel, customer-obsessed advertising:
- Vision: The Future Of Omnichannel Advertising Must Be Customer Obsessed
Are your consumers irritated or creeped out by your advertising? Do you understand the impact of your ad targeting and personalization efforts on prospects and customers? You may not know, but you should care, because they do. This report will help you rethink your omnichannel advertising strategy to ensure that the consumer is front and center for long-term success.
- Road Map: Case Study: How To Transform Advertising Practices To Better Connect With Consumers
We spoke with H&R Block to understand the journey it undertook to transform its advertising strategy. To best serve customers the way they wanted to be served required the company to connect the dots between channels and devices and adopt a truly omnichannel advertising strategy. This report will help you identify best practices for working with your agencies, tech providers, and internal teams to get there.
- Organization: Pick The Omnichannel Media Management Model That Enables Your Customer Obsession Efforts
In-housing media management may be the hot topic, but the reality is more complex, and rightly so: There is no one-size-fits-all answer to how marketers should organize around omnichannel media management. This report outlines different organizational models and gives practical advice on how to pick the one that’s right for your brand.
- Tools And Technology: The Forrester Tech Tide™: Adtech For B2C Marketers, Q2 2018
We parsed through the alphabet soup of ad technologies to identify the 11 that B2C marketers should be paying attention to. Based on their business value and maturity, we’ve outlined each technology in detail to help you determine where to experiment, invest, maintain, or divest.
- Performance Management: Marketers Must Focus On The KPIs That Count
Despite overwhelming evidence that clicks don’t count, marketers and agencies continue to use the CTR as a KPI. An omnichannel advertising strategy requires a holistic approach toward KPIs that focuses on time, quality, and engagement with a marketer’s customers and best prospects.
- Continuous Improvement: Marketers: Manage Your Supply Chain
Marketers can’t plan, optimize, or measure when they have no idea if their advertising is reaching real humans (vs. bots) and has an opportunity to be seen by those people (viewability, or lack thereof). It’s no longer good enough to rely on agencies and other intermediaries to ensure quality; advertisers must accept responsibility for their spending and manage their supply chains. This report helps them do just that.
In the coming months, we’ll be releasing additional reports in this playbook that will cover topics including how to make the business case for investment in an omnichannel advertising approach and how to bring a customer-obsessed lens to planning and buying media across all channels (not just digital).