Marketing Mixet 2.0

Digital marketing is here to stay, and it's increasingly referred to as marketing rather than digital marketing because it's such an essential part of a company's marketing setup. However, there is one mistake we see more companies and agencies making. They focus solely on a single channel and work with a single campaign. 

We see companies focusing solely on Facebook, Email or Google advertising, among others. Why is that a mistake you might ask? 

The mistake is that companies are channel & cookie focused instead of audience and persona focused. 

In practice, this means that companies look for their customers through traditional channels instead of finding channels their customers/target audience is on. This typically means that companies stick to 1-2 channels and are therefore limited in sales and growth. You need to advertise on all the channels your target audience is on. Whether you need to advertise on Facebook, Instagram, Messenger, Google, Email, Pinterest, Snapchat, LinkedIn, TikTok, TV, Amazon, Blog sites, etc. You just need to be on those channels as long as your target audience is there. That's how you beat the competition through digital marketing. 

We live in an age where customers search on Google, have an email and a profile on multiple social media platforms such as Facebook, Instagram & LinkedIn. No matter which channel your target audience is on, whether it's work-focused or just a general pastime, it's still the same audience that fits your product. The people in your target audience have the same values and interests whether they are on LinkedIn, Snapchat, desktop or mobile. Therefore, you need to advertise on both channels and devices, whether your product is B2B or B2C. Most importantly, you need to have a clearly defined target audience and then identify which channels they are on.

You can define your target audience by finding out who your product creates direct value for. You do this by gaining insight into your existing customers and creating personas based on that insight. 

With personas, you can gain insights into customer data and create personalized experiences and messages in your ads that perfectly match your target audience, no matter what channel or device they're on. 

The way you can gain insight into your customer data is by using a CDI(Customer Data Infrastructure). At Growbix we use Segment.comas a CDI for our customers and our internal marketing. It allows us to collect and match customer data across channels and devices, as it has a direct integration to most digital marketing channels. For example, if you have a customer who has purchased on your webshop, but is also subscribed to your newsletter and has been stimulated by ads through social media, Segment.com will match the user's ID across channels and devices, and you will see a customer journey and the channels the individual user is on in your dashboard. You can also create statistics on users who have similar behavior as the individual persona. This way, you will have a clear picture of which channels and devices your potential customers are on. You can integrate the data with the marketing channels as target groups and advertise to them.

This way, you'll have the foundation to create personalized marketing messages across channels, devices and the stage of the customer journey your target audience is at. This way, you'll create more value for your target audience and you're almost guaranteed to get a positive return on your advertising.