Digital marketing is not “marketing through digital media.” It should be defined as “marketing based on quantified data” that takes advantage of the interactivity (the characteristic of collecting and recording reactions) of digital media. In digital marketing, which has high targeting accuracy and enables fine-grained communication, continuous trajectory correction and improvement based on data are effective. However, many advertisers have yet to understand the data-driven aspect of digital marketing.
Interactivity and precise targeting make it possible to measure the advertising response of a specific target. If you improve communication design and media operation based on the obtained reaction data, you can expect the continuous improvement of marketing effectiveness and efficiency. Now, this idea can be applied to brand marketing as well as direct response. However, in order to obtain data that can improve performance, you must first design it according to the data you want to obtain marketing measures.
Audience classification
By classifying audiences according to the attributes they can capture data (age, interest, etc.), marketers will be able to find meaning in their reaction to each target. If the target is not divided, the obtained reaction data will be one meaningless chunk, and you cannot see the difference between attributes. We only know how many people have achieved their goals, and not who they are. You can set a wide target. However, the reaction data should be collected and analyzed for each attribute.
Communication design
The advantage of digital marketing is that it enables fine-grained communication. By using a method called ” perception flow model “, you can design communication from the stimuli necessary for consumers to change their attitude in stages until they purchase. And by adopting an advertising effectiveness management approach called DAGMAR (Definition of Advertising Goals for Measuring Advertising Effectiveness), it is possible to measure the level of advertising contact and the effect of attitude change.
If the needs of the target are different, the flow will diverge. However, keep the flow branching to a minimum as it increases the implementation and management effort ( click the image to enlarge ).
You can collect ad reaction data in a variety of ways. However, marketers must understand what it means before collecting data. Behavioral data such as video viewing, page views, scroll depth and clicks measure contact with advertisements and reflexive behaviors during contact. In order to measure psychological reactions and confirm whether there are attitude changes or purchasing behaviors, a questionnaire survey called the Brand Lift Survey is required. Behavioral and survey data do not substitute for each other and must complement each other to understand the relationship between ad contact and psychological effects.
Feedback on marketing activities
Analysis of real-time behavioral data and regular survey data can provide feedback to marketing efforts. Marketing “efficiency” will be improved by finding targets that are easy to buy in the audience and focusing advertising budget. Improving marketing “effects” through improved communication is essential for brand growth. If the target doesn’t raise the purchase rate itself, the ROI of advertising costs will quickly reach a ceiling.
In order to improve communication from data, firstly, identify the areas to be improved, and create a “branch” of communication in the same way as the target. Communication branches require creative variations, so you must consider the cost-effectiveness of production costs in advance. It is expected that new creatives will improve marketing effectiveness, but advertisements are being viewed but attitude change has not occurred enough (quantitative reaction of behavior data is high, the qualitative reaction of survey data is low). It is a place. In such a place where the psychological yield can be confirmed, the attributes of the target barely reacting are identified, a new communication hypothesis is derived, and the effect is verified. Effective communication can vary from target to target. The effect of branched communication should be verified for each target.
Digital marketing enables the collection of vast amounts of data. But if your marketing efforts aren’t designed to collect the data you need, the data collected doesn’t help. An increasing number of advertisers have established DMP and emphasized the importance of data management. But I think the data really helps improve marketing, but only a handful of them. We must continue to challenge quantifiable marketing to prevent results such as “Garbage in / Garbage out” (analysis of garbage data yields only garbage) Is.
