Why do big companies, and I mean big as in top ad agencies and major media conglomerates, step into a realm beyond their core competency? This is because they are good at what they do when in fact they are just dabbling with the new media buzz word “ Digital”. Clients who are buying their digital services are the ones who lose. Right now, there are so many major players peddling 3rd party data to parallel a current buy as the macro for your company’s digital strategy.  What does that mean? If buying the morning news from a local TV or radio affiliate, and it caters to 35-54-year-old, middle-class people making over 50k a year, an ad rep is going to find these segments in the 3rd party data marketplace to execute your digital buy against them.

 

 

 

 


There are 2 problems with digital buying. First, so many companies treat digital, especially programmatic, as a supplement to their top of the funnel strategies.  Reading any of my previous blogs, we have pointed out countless strategies that companies use to enhance their bottom line and prop up their failing model.  Digital, specifically programmatic, works best when you reverse engineer your strategy from the point of sale and work backward. For specifics, let us align with your end result to compare.

 

 

 

The second problem with working this way is that you are targeting your tire kickers and not your buyers.  Surveying to later evaluate your sales strategy will affect the variables between interest, intent, and action will most likely silo your prospects or customers into different data pools based on the determining factor for your sales process.  It could be cash, credit, need, or any industry-specific micro. What you are not seeing is intent and underlying behavioral variables.

 

 

 

 

How does the business owner sift through this from the start? Using the data from your past wins is the not so easy, but doable solution. Your list of former sales has everything you need to model the right people and what message to serve to them.  In times, it may even give the feedback to validate or audit your current macro. 

A smart, data-based ad tech company will use your data to navigate your buy. With Device ID data and time controls, you can see not only the profile of your buyers, but their intent at the time of buying.  Using this information, a savvy marketing team can then find out little nuances that will give you the creative control to stand out from your competition at the point of sale. This results in moving away from buying broad age ranges and demos—save that for buying your local news network. Replacing that with directly speaking to your buyers will make micro-specific messaging relevant to them.

Do you need a navigator in the digital world?  Find out how your data can align with your bottom line.  Check out Digital-Ignite today.