Marketing to consumers in the ‘now economy’

Marketing to consumers with Delineate Proximity

Talk to us about revolutionising your brand tracking

“Half of my advertising is wasted, I just don’t know which half,” department store pioneer John Wanamaker once said. And although the world of marketing to consumers looks very different today, his assessment has continued to hold true for modern marketers.

Particularly, great challenges await in the future as consumer behaviors evolve. People buy products with a thumb swipe, expecting them on their doorstep within days, hours or even minutes. This is blurring the lines across retail, advertising and brand positioning, making advertising harder to execute and even harder to measure. We are in the consumer era of “now”.

The problem of ‘now’ when marketing to consumers

Therefore, marketing tools need to be able to provide reach across multiple channels, often at a single point in time. This multichannel approach of interconnected campaigns has seen new marketing tech (martech) platforms move to the centre of the marketer’s suite of tools. To maximise audience attention and spending, marketers need to make campaign decisions in real-time. Short-term sales targets drive the need for immediate decisions, which means a need for immediate data. This has led to an increasing reliance on social media and search data to provide answers – even if those answers aren’t accurate.

When good enough is not good enough

Overall, data collected from search engines and social media have a part to play in measurement. For instance, simple social metrics provide marketers with a surface level of brand engagement and audience response to social media posts and campaigns, while social listening technology allows marketers to better understand consumer opinion around a brand. But these fast solutions come with large caveats.

However, with heavy reliance on search and social for a broader view of the world, marketers face two main problems – a lack of context, and little in the way of quality control. However, many automated tools can find words and associated phrases that help determine sentiment, but this is often confined to a single post relating to a brand or product. Moreover, it does not place that post in the wider context of an individual’s views, beliefs, or habits.

At the same time, with the rise of privacy laws, creating an accurate picture of a consumer becomes even more challenging. Consumers who were once accessible via the digital trail they left for marketers to follow are now using private browsing, turning off tracking features on their mobile devices, and are protected by laws governing information-gathering tools such as cookies.

Revolutionising market research surveys

Surveys bring expansion and context to the marketing measurement toolkit, showing marketers the iceberg beneath the waterline. After all, they provide a wider understanding of why people do what they do, so they can be influenced. In contrast of passive social media monitoring, survey research is active: it helps brands drive real change, which can only be done by understanding how decisions are made, and the reasons that drive behaviour.

Historically, marketers have used market research surveys in isolation to answer specific business questions, giving these surveys a reputation for being slow and disconnected.This world does still exist, but it’s steadily being replaced by daily, actionable survey data, made available in modern data structures and tools from our Delineate Proximity™ platform.

An answer to the measurement and attribution problem

As a solution, we launched in 2021, the Delineate Proximity® platform, which measures advertising campaigns as they happen, across all media channels and touchpoints. It uses daily surveys for a representative view of the world, with data streamed directly into a client’s data lake, so it can be connected to other real-time data for attribution modelling, live adjustments and creative optimisation to help you market to consumers more effectively. 

In any case, if you are worried about that wasted 50 percent of advertising spend, Delineate Proximity® offers the solution. Consequently, brands using our platform are saving 25 percent of their overall advertising spend. Get in touch to talk to us about our revolutionary approach.

Delineate

Delineate

Strategy Ltd

Capital Tower

Cardiff

CF10 3AG

UK

 

[email protected]

+44

(0)333 939 8381

Delineate

Delineate

Strategy

42 Broadway

Suite

12-414

New York

NY 10004

USA

 

[email protected]

+1 888-549-2593