3 ways ad agencies help marketers succeed in a new digital landscape

May 14, 2021 | 4 minute read
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Advertising during Don Draper’s “Mad Men” days seemed so straightforward—agencies pitched new business by telling evocative stories through beautiful creative campaigns with catchy taglines.

Today, we have the same elements with a more complicated process using a data-driven approach. The phrase “data is the marketing oil for the 21st century” is nothing new. It’s all about how marketers use it!

Many of us have looked at a shirt online and then have seen that product following you around the internet. This is not data-driven marketing. Truly data-savvy marketers make sense of all the consumer signals out there––and there are a lot from various touchpoints.

My recent customer journey began when a designer handbag caught my eye in a celebrity news “who wore it best” article. I landed on the designer’s website, liked what I saw, and a 10% discount incentive enticed me to sign up to receive the brand’s emails.

Though I wasn’t ready to buy a new handbag, I re-engaged with this designer because I saw the company’s products featured in my social media feed and received a sales promotion email. This encouraged me to purchase a new wallet. Thanks to this seamless online shopping experience, I now have a favorable perception of this brand and am considering buying the handbag later this year.

With a holistic view of the customer, like the example above, data marketers better understand their target audience and how to reach them at the right time. If marketers are using their “marketing oil” properly with relevant, sequential messaging while using different channels to engage with me as a consumer, I’m more likely to become a customer.

That’s why agencies are building dedicated data practices and collaborating with trusted technology partners to facilitate connecting the dots. Agencies using their data capabilities can help marketers know their consumers better and deliver an exceptional customer experience (CX).

This also opens the door for agencies to help clients build up their 1st party data, offering them a unique competitive advantage. They gain a clear customer view, empowering marketers to engage with the right customers, at the right time, in the right environment, and deliver a message that resonates.

Despite how the way we live is changing––with more work from home, more shopping online, more streaming on-demand content––marketers’ fundamental needs remain unchanged. The agency’s role to create an advertising and marketing plan to address those business needs is the same.

In my experience working with agencies, I’ve observed them helping their clients in three main areas:

1. Personalize the customer experience

Personalization is an important part of CX. It drives enhanced engagement and customer satisfaction. It’s like going to your local coffee shop, being greeted by your favorite barista, “Good morning Jacqui, would you like the usual?” It breeds a sense of familiarity and trust.

Now imagine how to replicate that same experience online. Because consumers have access to product reviews and price comparisons through their mobile and tablet devices, responsive marketers are interacting with them wherever they are. This means having a consistent, cross-channel view of your customer profile.  

2. Reach new customers with targeting

Businesses can’t grow without acquiring new customers and growing their audiences. Effective marketers identify the right potential customers and engage with them in a way that resonates. Agencies are using their data practices to help marketers strengthen their 1st party data to better prospect new customers with personalized ads.

3. Connect with (and retain) known customers

Engaging with current customers is key to building brand loyalty and driving repeat business. And it’s about more than just driving sales. Effective marketers keep customers engaged through meaningful communication, which relates to the previous point about personalization. Delivering a positive experience time and time again through effective use of data to craft the right message will improve customer satisfaction and loyalty.

Consider the full customer experience journey: from seeing an ad message online, navigating to a company website, talking to customer service, to receiving the product or service purchased.

The Oracle advantage

These are all areas where Oracle Advertising and CX offer a distinct advantage. We can provide a holistic customer view to make every interaction more meaningful. Our solutions connect the data points across advertising, marketing, sales, commerce, and service––all in a consumer-centric way, compliant with evolving privacy regulations including GDPR and CCPA.

Our full stack of Advertising, Marketing and CX solutions facilitate personalization at scale––from content management, to email campaigns for existing customers and advertising campaigns, to identity and engagement with prospective customers.

We offer a complete customer view. So, when consumers buy a shirt online, they can receive a personalized email afterward to ensure a flawless online shopping experience, and then perhaps see a relevant online ad for a hat that matches that purchased shirt. Combined with Don Draper-level creative talent, nuanced data-driven marketing truly empowers brands to engage with the right customers, at the right time, in the right environment, and deliver a message that resonates.

Learn more about how we help marketers bring adtech and martech together.

Jacqueline Leng

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