The Summer Olympic games are finally here. For as long as I can remember, I have tuned in to the event, cheering on Team USA. Arguably, the best moments from the Olympics are the emotional wins, seeing the athletes’ hard work pay off. The competitive nature of the Olympics – the fight to get to the top of the podium with the coveted gold medal – makes me think of digital marketers and their strategy. In the advertising space, we all want to win. A vital foundation to getting the gold medal in digital advertising is a strong data strategy.
Athletes go into the Olympics with a strong, defined purpose: to win. For advertisers, a winning campaign also starts with a defined purpose. Some foundational questions for advertisers to ponder include: What am I trying to accomplish? How will the success of the campaign be measured? Who is the target audience? One of the key components to campaign success is properly identifying the audience that will engage with the advertisement. Recognizing who they want to reach is vital to ensuring no marketing dollars go to waste.
Once advertisers know who they want to reach, Acxiom can assist with planning and executing a gold medal-worthy strategy. Acxiom’s library of digital data offerings is uniquely positioned to address every stage of the marketing funnel. As advertisers start to brainstorm how to reach users where they are in their decision-making journey, there is a specific Acxiom product that fits each phase.
If an advertiser is solely focusing on awareness, Acxiom’s InfoBase, Personicx, and Semantic offerings are available to maximize reach and build recognition.
Consideration campaigns open the opportunity to use predictive Audience Propensities that reach people who exhibit behaviors and affinities that look the most like current customers.
Acxiom’s intent segmentation allows advertisers to reach people who are performing actions that directly lead to a conversion. This can include a visit to a physical location (Acxiom Signals), a product search (Acxiom Semantic), or a brand affiliation via mobile device behavior (Acxiom Mobile).
Winning strategies go beyond reaching the right audience. Advertisers must also be able to successfully recognize which outlets are the best to reach their primary audience. Acxiom’s digital data is compatible across more than 150 digital platforms, enabling a multichannel digital strategy. Brands can ensure a smooth, cohesive digital campaign across several channels, including paid social and programmatic. Once advertisers recognize which publishers or platforms are best for their campaign needs, Acxiom can facilitate distributing audiences to compatible publishers and platforms.
Great Olympic athletes don’t get to the top of the podium by themselves. Coaches and trainers have helped them — and pushed them — every step of the way. In the competitive world of advertising, Acxiom’s DataGuru can help advertisers do the work, and utilize the best tools, to position themselves to win the gold medal with free strategic support. For more information, please reach out to [email protected].
