Direct can teach brands lots about engagement

Share this content:

During last year's Academy Awards ceremony, 11% of viewers tracked by Nielsen's Convergence Panel simultaneously watched the Oscars on TV and followed them on the Internet. Nielsen Online also said that people who used Facebook while watching the broadcast spent an average of 76 minutes there, and it estimated more than 100,000 messages were Tweeted during the show.

It makes good sense, then, that the Academy and several advertisers are using the extravaganza to vault consumer-engagement programs into viewers' living rooms.

The Academy streamed its nominations announcement live on Facebook to a global audience and asked fans to post questions to stars. It plans to collect e-mail addresses and mobile data from consumers as well.

We have seen a common theme, first with the Super Bowl, then the Winter Olympics, of marketers using direct marketing tactics in promotions around popular events.

Engagement and interaction with brands is now a requirement for success, and marketers must be adept across platforms, from television to direct mail to social media to mobile applications.

The challenge is in tying these channels together to measure effectiveness across media. Maintaining a dialogue with customers is paramount, but doing so in a way that enables marketers to track those efforts is not a present reality. Cross-channel measurement and attribution is still a black box, and marketers need to crack it in order to slice and dice marketing dollars across media and better determine which channels work well together to maximize campaign effectiveness and minimize budget waste. Lack of technology, common metrics and siloed data remain stumbling blocks.

The issue is top of mind for marketers. In December, the Advertising Research Foundation brought together media research minds at the first ever ARF 360 Measurement Day Workshop to address cross-channel communications planning. Panelists and speakers from the media community were well represented, with usual suspects present such as GlaxoSmithKline, NBC Universal and Starcom Mediavest Group. Absent from the gathering were direct marketing proponents, except for marketing services giant Experian, which participated through its Simmons research subsidiary. Media industry experts tend to hail from the television and media agency communities, where the bulk of media dollars are spent, but direct marketing executives ought to make it their business to stand up and be counted at these types of industry events.

After all, I'd wager that direct marketers — masters of data and measurement — are well equipped to come up with effective means to bridge the chasm between integrating channels and measuring effectiveness.

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above