Contrary to popular opinion, paid media campaign outcomes are not wholly defined by data.
Data, which is easily captured and anonymized, speaks to our physicality – not to the nuanced social aspects of humanity or human behavior. The origin of data is human engagement or action which means paid media campaign outcomes are defined by humans. Humans with specific intentions and motivations.
As we approach 6.65 billion global smartphone users, representing 83.72% of the world’s population, data accrual is increasing every day. In other words, the process of driving traffic to a website, capturing, then capitalizing on data has evolved. What this means is “marketers have to be deliberate and more than data-driven”.
Here’s why: how a brand acquires, interprets, pairs and leverages user data over time has a major impact on their ad performance and business outcome achievement. We know this because marketing teams have access to more data than ever before and still struggle to understand how to leverage what they know about their customers to accelerate new customer acquisition and improve retention.
How your team pairs data and digital technology to tell your brand story, inform paid media strategy and audience segmentation matters, and where your digital development team steps in center stage.
MPF specializes in human centered design. Our human centered approach to design allows our team of human behavior specialists to innovate to our client’s core end users, giving us the ability to deliver an expansive array of immersive, groundbreaking digital products. Because we place human intent at the intersection of insight, creativity and impact – story, outcomes and end users drive us.
The white paper I wrote titled Future-proofing Paid Media Outcomes was designed for marketers in the C-Suite looking to future-proof their customer acquisition strategy, lean into interoperability and develop a deeper understanding of digital ecosystems (and their impact on return on ad spend). More to come over the next few weeks. Get access to the full e-book by clicking here or scanning the QR code in the header above.
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Future so bright.
I acknowledge the Traditional Custodians of the lands on which I work and extend my deep respects.
This article also appears HERE.
