TO ENGAGE TODAY’S HYPER-
YOU NEED TO MASTER FOUR
, , AND .
Generate more satisfaction and profit at every
consumer touchpoint. fill in the blanks.
THERE’S A CRISIS IN
AND AN OPPORTUNITY
There is a critical need to improve marketing
ROI. And the solution is conceptually quite
simple: engage with consumers more fully —
i.e., profitably — by delivering a better brand
experience that serves the right message, to the
right person, at the right time.
But in the real world, there are complicating factors. Like the fact
that there are millions of customers and prospects. And they’re
connected to an unprecedented array of devices and media. So you
need to be prepared to communicate across all those channels,
delivering thousands — or even millions — of distinct messages to
your audience in a given day.
Media profusion, fragMented attention —
and Models that don’t keep pace with reality.
The same technology that gives you more ways to reach consumers
than ever has paradoxically made it much harder to achieve the impact
you need. And marketers are for the most part unaware of the true
extent of the problem. Consider: while 80% of CEOs believe their brand
delivers a superior customer experience, only 8% of their customers
agree.1 Which shouldn’t be surprising, considering the fact that 4 out
of 5 online ads (to cite just one medium) fail to reach their intended
target.2 The old models of how media and messaging work are no
it’s tiMe for a new Model.
$100,000,000 of roi
The need for a new engagement model is quantifiable:
shifting just 15% of marketing investments from low-
to high-value opportunities can markedly improve
a company’s marketing success ratio. And full
implementation has generated over $100 million
a year in benefit to our clients.
Bain & Company, Closing the Delivery Gap, 2005
ComScore, March 2009: Research from eight U.S. brand campaigns with budgets between $400,000 and $2 million
Presenting a new approach to engagement that helps you
answer critical questions, act with greater confidence, and
execute on a mass scale — to achieve new levels of success.
narrowcasting MultidiMensional insight
By replacing wasteful broadcasting How you see your audience influences
with efficient addressable advertising, your expectations of them, and single
you can reach and engage your audi- dimensional views — whether behavioral,
ence with certainty. But it’s not enough contextual, or media-based — usually lead
to reach only the right people; you also to a false picture. To uncover more
have to find enough of them, across relevant insights and filter out false
many channels, to impact sales. In signals, you need to integrate multiple
other words, you need scale. dimensions of insight.
Reach the right audience in larger numbers Seeing consumers — and opportunities — more clearly
Obstacle: Marketers and the “publishing” networks Multichannel customers — e.g., online and in-store
they use (online networks such as Yahoo or MSN, buyers — are 4-5 times more profitable 3 than others.
cable companies, mobile providers, etc.) can But because they can’t match on- and off-line sources
only share a limited amount of audience data, for of customer data, many companies perceive such a buyer
privacy and competitive reasons. Relevance-X® as two (or more) different people. AbiliTec® Digital
multichannel targeting solution acts as a trusted recognition technology helps solve this by matching
“safe haven” where marketers and publishers can data files from multiple on- and off-line sources,
anonymously match up audience data, to target creating a far more real and useful view of customers.
far more precisely at scale, without compromising
personally identifiable information.
According to Acxiom estimates
networked intelligence personalized engageMent
To utilize insight on a mass scale, Finally, none of the rest matters if it
you need to use your technological isn’t applied at the moment of truth
infrastructure as a marketing central with a personalized and coordinated
nervous system, sending and receiving engagement, in the form of a uniquely
signals about customer behavior, and relevant communication that compels
recalibrating accordingly. each consumer to action.
Don’t warehouse knowledge, apply it Improving the brand experience — and sales results
Acxiom provides consulting and turnkey solutions, Marketers only have a limited number of opportunities
including MarketEdge-XTM, to help leading-edge to interact with each individual. Impact-XTM is the
marketers configure their infrastructure and processes engagement optimization platform that makes every
to remember, learn from, and react to each interaction touchpoint more meaningful. So companies can
in every media over time, so they can treat each deliver the right mobile coupon just as a prospect
customer with a level of recognition that feels passes their store, or tailor their site content to each
special — because it is. visitor in real time.
FILL IN THE BLANKS
Let Acxiom be your guide to this new marketing reality —
and bridge the gaps in your engagement capabilities.
The next era in marketing will be won not by those abilitec digital
who first put a product to market, then wait for AbiliTec Digital is a key enabler of multidimensional
customers to come to them. It will be won by those insight. Leveraging Acxiom’s vast experience in
who proactively use all the data and resources at their recognition solutions, it enables some of the
disposal to go after the best customers first. Which highest and most accurate recognition rates in the
should come as no surprise, because successful busi- industry — in real time — across all your enterprise
ness has always been about putting customers first.
But more effective customer engagement entails The campaign management platform that provides
getting myriad details exactly right. As the global engagement optimization by personalizing and
leader in interactive marketing services with over coordinating customer touchpoints across multiple
32 billion data records updated monthly, Acxiom media, online, via email, to permissioned mobile
is the resource sophisticated marketers turn to for and on social networks.
the products, services and expertise needed to give
more to their customers at every touchpoint, and personicX®
get back more in return. And our comprehensive, Customer segmentation solutions that enable
consultative approach to addressing problems — you to better know — and anticipate — your
customers’ demographics and buying behaviors.
and opportunities — helps clients get repeatable,
So you can analyze markets more accurately, then
scalable results that drive ongoing success. plan and execute more successful acquisition and
ask us how our innovative
products can help increase infobase-XTM
your Marketing roi: The world’s largest compilation of timely,
up-to-date customer intelligence, InfoBase-X
relevance-X is the premier consumer database for national,
This multichannel targeting and engagement regional and local campaigns.
solution minimizes the key sources of waste in your
programs — and boosts ROI — by delivering the Marketing strategy and
right message to the right audience with certainty, analytics consulting
regardless of site, content or channel — online, A client-centric approach that can be either
mobile, addressable TV or social media. Leveraging diagnostic or prescriptive ensures we meet
a vast ecosystem of digital partners, it lets you companies’ specific needs. Whether they require
narrowcast your audience to find high-value stand-alone products or integrated solutions,
targets in scale. we create privacy-compliant, leading-edge
strategies for customer information.
download the connected capabilities
white paper at www.acxiom.com/fillintheblanks