In the digital, programmatic world we live in, it’s easy for creativity to get lost.
I see the relationship between creative and data-driven marketing as one that is still very immature. There’s not enough cohesion between these two frames of thinking. When you have engineers and you have artists in their silos, you need to help them understand why they need each other. You need to create projects that require both teams.
In partnership with 360i, our media agency of record, we brought creatives and engineers together to overcome a particular limitation: spirits cannot do retargeting on search with Google. At the moment, Google prohibits it.
How do you address that? We already had search ads that drove prospective consumers to our website. We also have organic search traffic that comes to our website. Using Google Tag Manager and a Facebook pixel, we created a way to tell Facebook, “Well, these people landed on our website, and they came from the referrer of Google — now find them on Facebook.”
So, now we know these people were searching for us and got to our website. Because we used a Facebook pixel, the results we get back include those same prospective consumers who are also on Facebook — we’ve matched them. There’s additional value to this audience because there’s intent behind how they got to this point, and we get a sense of their audience profile from Facebook as well. We connected two walled gardens. This new frame of thinking is critical for us to build more contextual and meaningful relationships with consumers and prospective consumers.
Continuing this retargeting example, on Facebook, we could offer $2 off on the French Vanilla Kahlua to people who were searching for it and landed on the French Vanilla Kahlua product page. When someone engages with that ad, we now know this person has done an internet search that brought them to the brand website. Check. They’ve looked at a product. Check. We’ve offered them a means to get the product for less than they would have otherwise. Check.
Okay, well let’s see if we can communicate with them on a one-on-one basis. Let’s get their email address and/or phone number. Once they sign up, let’s send them a recipe because theoretically they have gotten to the point where they have the bottle in their hands, and now it’s time to make something of the “juice.”
Then, how can we add the last piece of the pie, which is enabling prospective consumers — who hopefully are now consumers — to bring someone just like them through the same journey? How does our cost of interacting with consumers start to trend down using this organic referral component? If you like Kahlua and you tell me about it, I’m more inclined to try it.
That’s an example that’s catching fire across all brands. For traditional brand marketers, it’s a big step. Surprisingly, few marketers today know that you could do what I just described, even though they see and feel it happening to them with the brands they love. This process can be continually optimized, and components can be added or subtracted as business needs and goals evolve over time. All the while, we must consistently apply a commercial mindset to communicating with our brand audiences. This is CRM.
These examples create new conversations about creative because it constantly requires new messaging. That’s where you enable, from an engineering and marketing technology perspective, artistic stakeholders to re-envision and reimagine ways to tell the brand story.
To push the agenda for marketing creative done in a data-driven manner, you have to keep building scenarios like these that have low barriers to entry, but high potential to facilitate a rewarding situation for cross-functional stakeholders.
These quick data-driven marketing wins lay out an entirely new way for organizations to think about building brands. They are part of the future state marketing, which is far beyond what anyone can fathom at the moment. This is just scratching the surface.