When digital tools that target, measure and track customer engagement first became available, many predicted the death of traditional mediums, such as direct mail, television and community newspapers.
Increasingly, however, marketers have come to recognize that each of these touch points play a unique and equally crucial role in the customer journey.
During a panel conversation at Marketing’s Marketing Evolution Summit, executives representing a broad range of media agreed that once the excitement over new digital tools had died down, advertisers began to recognize the value of the channels with a proven track record.
“A couple of years ago, if you didn’t have everything data, digital, and your agencies weren’t sharing with you the next big thing, you were not cool and didn’t know what you were talking about,” said Michelle Digulla, vice-president of marketing for Metroland Media. “I think the pendulum has swung a little bit back to the middle, where it probably should be. Not everything you can measure is worth measuring, and not everything you need to measure you can measure.”
The challenge marketers now face is deciphering how to best use digital and non-digital tools in tandem. While data can help indicate how to best reach certain customers, marketers must consider how to build a brand journey that extends across a wide variety of platforms and touch points.
“We’ve done neuroscience [studies] that suggest television is an ideal platform for emotion and storytelling,” said Catherine MacLeod, the president and CEO of ThinkTV. “But if you want to really engage them in a story, if you want to explain a new product, a new feature, take them on that journey, bring them there, and supplement it with all the different platforms, get into a bit more detail [on platforms] that don’t have that emotional feel to it.”
Understanding the unique role each medium can play is only one part of the equation. The other challenge is determining how to combine the strengths of various media.
“It doesn’t have to be cookie cutter, but it needs to really come together so that you understand the purchase decision (and) there’s enough overlap to intrigue you,” said Jennifer Campbell, the general manager of influencer marketing for Canada Post. “At the end of the day we’re all trying to sell something, and we need to do that together at the table at the beginning, strategically understanding that customer and that journey.”
Panelists agreed that to be successful, CMOs will require strong partnerships between creative agencies, brands and an increased role for those who own and operate various channels.
“What’s interesting now is this breaking down of the barriers between creative agencies and media agencies,” said Digulla. “Frankly, no one knows our business and what works better. No one knows better than the actual Metroland or Canada Post or ThinkTV, so breaking down those barriers every once in a while is really important.”
Marketing Evolution Summit 2016 took place Sept. 21 in Toronto.
