It's been said that data is a form of currency in marketing. In this podcast, you'll learn how marketers and technology professionals can begin to not only shift...
As we journey through the shifting digital era, it's no surprise that marketers harbor concerns about being mis-led or falling prey to deceptive practices. In an environment where rapid change is the norm, ensuring your ability to discern and weave out imposters before they exploit you is paramount! In this blog post, we'll dive into the crucial strategies that empower marketers to identify and fend off imposters.
Ensuring Data Privacy Compliance Among Your Partners:
Two words, Consumer Privacy! It's important to remember that the data we as marketers collect and use belongs to real people, and it's our responsibility to ensure that it's handled in a responsible and ethical manner. It's our obligation to uphold this trust by implementing robust data privacy compliance measures not just within our organizations but also across our partner network. Ensuring that your partners are aligned with your data privacy standards is vital.
Elevating Your Retargeting Campaigns:
Retargeting is a common practice amongst advertisers, whereby digital intent data is used to remarket to consumers and drive response. Direct mail retargeting programs can have the added benefit of allowing you to retarget to anonymous site visitors. There are many companies that can execute a triggered direct mail program based on known site visitors. If your goal is to reach the 5% of site visitors that make themselves known, this is a perfectly viable option. If your goal is to reach the more than 95% that have not made themselves known and maximize the value of your direct mail retargeting program, you will want a partner that can retarget unknown website visitors. Ask that question, as that “nuance” won’t likely be offered up!
Beyond mere promises, the provider you partner with should possess the capability to deliver strategic retargeting efforts to both known and unknown website visitors, precisely at the instant they reveal an intent to engage.
Transparency in Reporting:
While many marketers prioritize achieving a high response rate, few can demonstrate how their marketing technology platforms yield that meaningful performance.
A genuine partner will provide reporting that includes not only successes but also areas for improvement. Partners who can’t or won’t provide that level of transparency, could be raising a red flag.
Marketing is a gradual process, and sustainable success is typically built over time through consistent efforts and refinement. Be cautious of potential partners who promise instant and extraordinary results.
Exercise caution when evaluating potential partners offering Look-a-Like audiences. Look-a-Like audiences can be built many ways, executed via various channels, and drive differing performance.
Look-a-like audiences are likely to perform at a lower rate than retargeting audiences. Be careful of those who promote otherwise. Return on Ad Spend (ROAS) and response rates will be lower than those of retargeting campaigns and that is still ok! Look-a-Like audiences are indeed be a powerful tool in audience targeting, it's essential to differentiate between genuine expertise and empty claims.
Look for partners who can showcase concrete examples of their success, ideally with metrics and case studies that highlight their impact on other clients' campaigns. A partner's track record can speak volumes about their authenticity and expertise.
Beware of "One-Size-Fits-All" Claims:
Be wary of partners who offer generic solutions claiming to fit all industries and businesses. Effective marketing strategies require tailored approaches that resonate with your unique audience and goals.
As we conclude this exploration of safeguarding your marketing endeavors, it becomes clear that as marketers we must be aware of potential imposters before forging partnerships.
By exercising caution, conducting thorough due diligence, and aligning with partners who value integrity, you're not just shielding your efforts – you're shaping a marketing landscape that thrives on trust, efficacy, and meaningful connections.