By Chris Comstock, Chief Growth Officer, Claravine
The advertising industry has a historic way of repeating itself and addressing very similar issues in cyclical patterns. Progress can be slowed due to a lack of consensus, fear of change, and complexities around each issue.
The current matter marketers are facing is content overload. Although AI can be a valuable tool for creating high-quality assets at scale, disconnected and unorganized data produced by massive amounts of content presents a major roadblock for teams. Traditional methods of data collection and analysis often rely on manual processes, which are prone to errors and inconsistencies. Additionally, when data integrity is poor, data analysts are limited in their ability to process large volumes of data quickly and therefore aren’t able to focus on high impact work.
Inaccurate or outdated data can result in a myriad of issues, including misleading information and poor decision making – something no marketer wants to be faced with. However, with advances in technology, including AI, there are solutions that can be implemented to resolve issues stemming from content overload.
Create a Single Source of Truth
In the era of data-driven decision-making, creating a source of truth for content and campaign metadata across every process, every team, and every layer of the tech stack has become imperative. Now that marketers have a myriad of channels to engage with their audiences on, it’s essential to have consistency in content and messaging.
For example, in recent months, we’ve witnessed an uptick in interest in influencer marketing as seen by Publicis Groupe’s recent acquisition of Influential, the world’s largest influencer marketing company in terms of revenue. The $500 million acquisition marks a strategic move for Publicis Groupe, aiming to establish itself as the leading influencer marketing solution provider. In influencer marketing campaigns involving multiple influencers across various platforms, data accuracy is crucial. Without a centralized information source, tracking campaign performance, measuring ROI, and ensuring influencer content aligns with the brand’s message becomes challenging. Large organizations, with their multitude of data sources and systems, face the challenge of influencer marketing campaigns even more acutely, as data may originate from various platforms and sources. To ensure data uniformity and reliability, implementing data quality processes, such as validation and establishing data standards, is increasingly important.
We’re also seeing this need for consistency as retail media networks continue to scale. Spend across retail media is up, but each of these walled gardens have their own unique requirements and standards. The inherently fragmented experience via retail media networks calls for a focus on content consistency. Delivering experiences, content and formats to match each requirement require a single source of truth to manage and align with different data sources.
Unilever’s centralized data management platform serves as an excellent example of how a single source of truth can improve marketing performance. By having a centralized platform, Unilever can track customer behavior across channels, measure the effectiveness of marketing campaigns, and identify opportunities for growth. This allows the company to make more informed decisions and improve its overall marketing performance.
Hone into Campaign Performance
Optimizing marketing campaigns effectively requires a comprehensive approach that combines data analysis, metric tracking, and strategic improvements. By tracking campaign performance with KPIs and analyzing data, businesses can identify underperforming elements and optimize campaigns with strategic changes and testing. Monitoring, adjusting, and evaluating campaigns ensure alignment with business objectives, enhancing marketing impact, optimizing resource allocation, and achieving desired outcomes efficiently.
For example, Apple’s marketing campaign for the iPhone 14 launch exemplifies the effective application of data analysis. Apple identified its target audience, gaining a deep understanding of their needs and preferences. Key metrics such as website traffic and conversion rates were diligently tracked. Based on the insights derived from the data, strategic enhancements were made, resulting in a highly successful campaign.
Use Automation to Streamline Campaign Processes
Automation has revolutionized campaign management processes. In fact, Oracle recently found that marketing automation provides a 12.25% reduction in marketing overhead and a 14.5% increase in sales productivity. By automating marketing activity and centralizing campaigns on a unified software platform, more than one in ten businesses reported experiencing benefits leading to reduced marketing costs.
Automation streamlines data entry, enhances accuracy, speeds up campaign processes, and frees up professionals for strategic initiatives. It offers real-time monitoring, data-driven insights, and resource optimization for improved campaign performance and results.
Marketers continue to face the daunting challenge of content overload in today’s generative-AI fueled digital environment. To address this, it is crucial for organizations to establish a single source of truth, ensuring data accuracy and consistency across all marketing channels. Businesses can optimize marketing campaigns and resource allocation through data analysis, metric tracking, and strategic improvements. Automation plays a vital role in streamlining campaign setup, execution, and reporting processes, freeing up marketers to focus on strategic initiatives. By implementing these solutions, organizations can effectively overcome content overload and achieve improved overall marketing outcomes.
