Performance marketing is a vast, ever-evolving space that requires consistent attention and fine-tuning. In an industry that’s fighting for the attention of the consumer, it’s the brands that inspire their audience with strong, cohesive messaging that shine above the rest. For many, this goal is achieved through holistic marketing.
A holistic approach to performance marketing efforts allows teams to be as efficient as possible, which in turn drives success to brands’ partnerships. From a more efficient spend and expanded reach to a better understanding of customers and higher conversion rates, a holistic approach can encompass every aspect of a brand’s marketing strategy. Understanding how a holistic approach is beneficial to brands and their performance partnerships is crucial to the health of any modern marketing strategy.
1. Higher conversion rates across all devices
A holistic marketing approach that utilises consistent UX, brand strategy and relevant creative across all devices will lead to higher conversion rates for your brand. Utilizing several cross-device touchpoints throughout the buyer conversion funnel is crucial for achieving maximum reach. With today’s marketing methods, a brand’s presence on one device increases the chances of being visible on others. According to a 2018 study by PC Mag, the average adult spends 5.9 hours on digital media every day - 3.3 hours on mobile, 2.1 hours on desktop or laptops, and another 0.6 on assorted other devices including tablets or television. These numbers emphasise the importance of consistent user experience across all devices, as such UX reduces the risk of losing leads across devices. At the end of the day, consumers are looking for a multi-device experience.
2. Smarter optimisations with more efficient spend
Consolidating marketing efforts allows for smarter optimisations while saving your team significant time and resources. Finding and maintaining partners with multi-device reach is important so that your brand can attain all available opportunities to reach your customer. As marketers, it’s our responsibility to use positioning that will reap the largest ROI. Paying outperformance partnerships based on the quality of user acquisition per device is a great example. For example, if mobile users are driving higher value, it may be worth paying more for those partnerships. Breaking down performance by device, channel, and distribution source enables brands to optimize on a deeper level. The more a brand is able to dive into the details of user acquisition performance, the better the optimizations, and ultimately the return, will be.
3. Untraditional distribution methods offer expanded reach
In the performance space, it’s pertinent to build and maintain strong relationships with content publishers. Content marketing builds greater brand recognition by creating several touchpoints across numerous platforms and devices. As a general rule, brands should utilise at least seven to 12 touchpoints per day to ensure customers are being reached at every stage of the buyer’s funnel, which drives a higher user conversion rate. Using multiple distribution methods on several devices increases the chances of reaching the consumer 7 to 12 times. Content partnerships can take several forms including podcasts, influencer, and digital newsletters such as The Skimm, and articles with top publishers like The Onion, Buzzfeed, and Conde Nast. The targeted reach these content partnerships create can expand across multiple devices, which achieves vast brand awareness, better-informed users, and a higher likelihood of the user converting.
4. Establish a more comprehensive view of your customers
Working across numerous marketing channels and devices will provide important insight into a brand’s buyer persona. These insights are provided by data collected on a brand’s target demographic from multiple sources. Each marketing channel provides unique information and can function as a market test to define which channels are most effective for a brand’s ideal consumer over time. As brands gather more detail on their converting consumers, individual optimisations and custom messaging become more personalised and relevant.
Additionally, enhancing user experience with assets such as augmented reality enables customers to interact with brands in an enticing way. For example, a glasses retailer allows consumers to digitally try glasses on via their app. The brand is able to see how the user journey is affected while saving money on development by only testing on one device. Above and beyond capabilities can help brands better understand what users are looking for while understanding if such features are worth investing in across multiple devices.
By using a holistic marketing approach, brands can communicate a consistent message with consumers while simultaneously gaining a full picture of that user. Multi-device reach is pertinent to ensure consumers are getting brand exposure where they are spending the majority of their time.
With so much consumer interaction, brands are able to implement regular, granular optimisations that make targeted content increasingly relevant to users. Getting to know user experience on the ground level provides brands insights such as proportionate spend by device and user profile. In reaching users across multiple devices, brands are getting in front of users at every stage of the buyer’s funnel. Leveraging a holistic approach to marketing ultimately grants brands access to users in the most cost-effective, innovative way possible.