Always-on Moment Marketing
For years I’ve been fascinated by the evolution of Always-on Moment Marketing and the new strategies it helps marketers deliver. It promises to recognise & engage the right consumer continuously, in meaningful moments. Boosting brand awareness and performance, whilst reducing waste.
In today’s climate, the need for efficiency is greater than ever. As the world tackles the pandemic, budgets will continue to fluctuate, in most cases negatively. Add to that the demise of persistent identifiers (Cookies, Mobile IDs, etc.), the data & technology infrastructure in chaos, and the consistent pressure to stay relevant. Marketers are facing the perfect storm.
Given the industry challenges. Is Always-on Moment Marketing another pipedream, or the answer?
What are Always-On Moments?
Always-on is a generally described as having consistent audience engagement and messaging that signals your availability. By always being ON, your customers can have their needs met at any given moment. Always-on marketing is pulled rather than pushed, so it is important to listen to, and understand live signals. Predicting what your consumers want before they even know they want it, turning that information into opportunities for your brand to add value.
When done correctly, an always-on approach brings brand relevancy at every stage of the customer lifecycle, sustained communications and high-value story building.
Why You Need an ‘Always-On’ Approach?
A few reasons why you should consider Always-on strategies:
Generally speaking, the campaign approach does not engage customers in moments of need in order to build loyalty and retention. It’s more about periodic engagement. Always-on is a move to continuous engagement, in moments.
Campaigns are cyclical. Marketers spend a significant amount of effort ramping up a campaign, planning media and messaging. A few months later it’s only a distant memory. The cycle continues to repeat. Always-on enables continuous optimisation.
Consumer behaviour changes constantly. Cookies and IDs can’t keep track. They’re built to recognise what you wanted. Soon, all Cookies and IDs will disappear, or a fraction will remain. Diminishing the value around today’s strategies which focus around retargeting an ID. Always-on recognise & target your current needs & wants.
Can I Switch to Always-On?
Change is necessary. Let’s be honest, the last 10 years of digital advertising has taught us what doesn’t work. Even staunch believers of the status quo will have to concede due to the impact of Privacy Regulation.
Market forces are speeding up the adoption of Always-On Marketing. The catalysts are centred around Privacy Regulation (GDPR, CCPA) and Technology (Identifiers, Data & AdTech).
1. In programmatic advertising, 30–50% of supply is unavailable for targeting due to Cookies from Safari browsers & very soon Apple’s mobile IDFA (Identifiers). The impact on performance is clear. Privacy Regulation will permeate into Google’s Chrome & Android devices, the numbers will grow.
2. Identifiers will all disappear. Marketing strategies will have to evolve past retargeting Identifiers. Data Platforms & Providers, most of which have built themselves on-top of Identifiers, are fast becoming obsolete. AdTech will adapt to recognise other Signals.
3. The current Technology (Identifiers, Data & AdTech) never supported Always-on Moment Marketing. It supports periodic campaigns based on historical behaviours. Next generation Technology which supports Always-on Moments is now available.
People and Processes have learnt to continuously adapt to stay relevant. Catalysed by next-generation Technology. It’s never been a better time to switch to Always-on strategies.
How Beemray Help You Deliver Next-Gen Always-on Strategies?
Beemray enable People & Processes with the Technology required for Always-on Moment Marketing.
Beemray’s next generation data infrastructure delivers the competitive edge with AI. Transforming data driven marketing and eliminating risk (governance, trust, ethics). Helping marketers deliver a privacy safe product roadmap.
We enable (1) people and process efficiency, (2) enhanced existing, and creation of new products & services, (3) improved decisions with actionable insights.
Our Moments AI transforms the existing AdTech infrastructure. Offering in-the-moment analysis of live consumer interactions using Signals & AI. Automating your decisions to drive better outcomes. Maximising your marketing effectiveness without Cookies, IDs or PII.
Simply put, we provide all the tools you need to deliver Always-on Marketing strategies.
Final Words
The AdTech industry is notoriously noisy, and sometimes over complicated. The unspoken truth: Cookies & other forms of IDs have limited efficiency and innovation, whilst creating opportunities for nefarious activities to exist. That’s putting it mildly.
Current strategies predominantly exist to retarget users based on some form of ID. This defines the last 10 years, especially in programmatic advertising. Ironically, both consumers and the ad industry agree, retargeting is often annoying, disliked and doesn’t always work.
I wonder. Why are most Cookie-less solutions centred around another form of ID matching? Be it another Cookie, Mobile ID, or PII? Is retargeting the sum of a marketer’s toolbox?
This is our opportunity to make advertising more relevant, timely, and likeable. For that to happen, we’ve got to stop thinking about how current strategies apply to a world without Identifiers. It’s time to get creative and consider how to benefit from the new targeting strategies which are finally possible.
Always-on is a marketing model that delivers continuous engagement, in meaningful moments.
Rami Alanko
Beemray
