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Customer Journey Awareness: The Path to Cross-Platform Ad Success

April 24th, 2019   ||    by Oriana Schwindt

Attribution. It’s the holy grail of TV advertising. And if attribution is the holy grail, customer journey awareness is the map that shows marketers how to get there.

The digital world has long touted its ability to show attribution, thanks largely to tech like cookies, which track user behavior across the internet. New privacy regulations across Europe (GDPR) and California (the California Consumer Privacy Act) enable users to disable this tracking, though, and give them the right to be forgotten, according to Fortune.

Many online shoppers are reaching the end of their tether when it comes to being targeted with ads for products they’ve already bought. Some even feel they are being targeted because of offline conversations they’ve been having, rather than browsing behavior, according to The Outline.

TV doesn’t have this same problem. Thanks to advanced TV advertising technology, it’s moving toward a future in which TV marketers can reap the benefits of advertising that follows a consumer without the consumer feeling as though they’re being stalked by an aggressive salesman.

Here are the four essential steps to map your customers’ journey.

1. Know Thy Customer

There are two elements to this step:

Understanding your existing customer base

Do your market research. What are your customers’ demographics? How do they consume media? When are they most open to hearing your message?

Audience targeting

Once you’ve done the above, then you can set to work using the tools every media company has spent the last five years developing to both target your existing customer base and expand.

2. Identify Customer Touch Points

Where are your customers going to be?

In the digital world, there’s no real need for prediction, as cookies tell ad products exactly where a user is and can instantaneously serve up an ad, generally for something the user has already viewed.

For a true cross-platform TV campaign, there’s a bit more educated guesswork, but the benefit of this kind of targeting is that the consumer gets advertising that feels relevant to them without feeling too targeted.

3. Measure

TV is no longer just that big square sitting in your living room. It’s video on phones, on laptops, on tablets, and received on that big square in your living room through a connected device. The good news is that this gives marketers more information on who’s watching their ads.

The less-good news is that cross-platform measurement is still a work in progress. Several digital video purveyors are still working out linking connected TV and mobile viewing done by a single user. But though completely holistic measurement is still on its way, every video provider has some way of telling marketers who’s seen their ads on which platform.

4. Map!

By using the wealth of data provided, the savvy marketer can see how users went from, say, phone to TV screen to laptop to purchase, and create a customer journey map. One analysis of 100 cross-screen campaigns saw a 90 percent lift in online sales, according to Marketing Dive.

With customer journey awareness, traditional media companies can convey a powerful message to advertisers: Our way works.

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