A couple weeks back, we offered up five tips for making 1:1 Marketing with a CMP work for you. Now it’s time to wrap up this series and define what 1:1 Marketing success looks like.
No one metric can measure 1:1 marketing success. Personalization goes beyond ad performance into branding, and measurements matter from the top of the purchase funnel to the bottom. To determine whether or not 1:1 campaigns have been successful, advertisers must look at behavioral metrics, such as how much time users spend interacting with a unit, as well downstream metrics, like conversions, before finally focusing on brand lift. However, when it comes to performance, every interaction should count.
Likewise, to determine the value of CMPs, multiple factors have to be taken into account. CMPs optimize ad effectiveness, but they also save on human resources and even media spend. By automating the parts where humans have design and scale limitations, a CMP makes 1:1 interactions feasible with incremental input. CMPs also save money on ad buys. With a CMP, rather than buying 210 line items, advertisers save time and money by buying one line item, then letting the platform dynamically serve an ad that corresponds to their media plan.
In 2006, advertisers who weren’t on a first-name basis with customers in emails were missing out on meaningful communication. And in 2016, marketers who fail to personalize advertising the same way they would an email are soon going to find themselves left in the dust. In an online landscape that’s cluttered with brands struggling to be heard, CMPs are the difference between shouting at strangers and greeting a friend.
There it is. Digital advertising and tech can join forces to give marketers that 1:1 connection they seek. The key lies in applying the third piece to the puzzle, the CMP, to the equation and activating.