Answering the Call for an Audience-Acquisition Framework
by Jennifer Cooper
posted on 02-24-2017
Consider the age-old thought experiment, “If a tree falls in the forest, and no one is there to hear it, does it make a sound?” The same can be asked of even the best content in the world. “Content is king” only rings true if there is an audience there to “see and hear” it. While even modestly successful media companies will have some manner of audience to work with, today’s fierce competition for audiences, as well as their subscriptions and ad views, forces every media and entertainment (M&E) marketer to feed a constant cycle of acquiring, engaging, monetizing, and measuring audiences because these actions impact nearly every business’s key performance indicators (KPIs) for success.
A marketer’s ability to affect metrics — such as subscriber count, engagement frequency, time spent, or ad revenue — can make the difference in whether he or she gets that next promotion or bonus. Yet, moving these metrics in a significant way requires not only a formal approach to data-driven acquisition and retention, but also a technical capacity to execute.
Adobe’s latest whitepaper, Audience Acquisition Evolved: Acquiring and Engaging Audience Across Channels, shows you four things you can start on right now to prepare your team to execute a successful acquisition and retention program. In addition, it outlines a framework to encourage continual growth.
Following is a snapshot of the framework.
Onboard and Analyze
Data traits and behaviors are collected via analytics as new people engage with your ads, sites, and apps. In addition, analytics and personalization technology tell you what activities contribute the most to your KPIs.
Data from analytics, customer-relationship management (CRM), first-party data, and other data sources (including offline sources) is aggregated by a data-management platform (DMP) to form audience segments that can be used for targeting and personalization. These audience segments can be expanded using lookalike modeling, which identifies prospects with similar behaviors and traits that you can’t identify from existing first-party traits.
Reach and Engage
Once the segments are defined, leverage them in campaign-management tools that deliver optimal ad experiences to your most profitable advertising channels. Use technologies — including retargeting, dynamic creative, audience extensions, and programmatic buying — to take action with your audience data.
Use audience data to personalize all the digital experiences that you manage across devices. Technologies — including A/B testing, multivariate testing, and video recommendations — can help you deliver the perfect experience for each person. These personalized experiences will increase people’s satisfaction levels and time spent as well as drive repeat usage.
Audience Acquisition Evolved explores what the latest research tells us about how acquisition and engagement are changing in the M&E industry, what the obstacles are, and how technology can help you address those obstacles. You will also receive actionable tips to accelerate your data-driven marketing.
Get a free copy today of Audience Acquisition Evolved: Acquiring and Engaging Audience Across Channels.