For as much focus marketers put into the “customer journey,” very few consumers ever consider themselves actually engaged in one. While brands dutifully attempt to monitor their activity across marketing channels and tactics, consumers merely want to purchase products and services that meet their needs and enjoy a buying experience that is relevant, convenient, and friction free.
In this world where specific channels and tactics matter far less than the overall consumer experience, identity resolution has emerged as a way to create competitive advantage. Identity resolution is the discipline of recognizing individuals across channels and devices, and associating them with information used for marketing and advertising. It’s the foundation that fuels a people-based marketing and measurement strategy. By knowing who they are interacting with, marketers can tailor their activities in a way that drives both the behaviors and business outcomes they care about most.
While identity resolution can help drive the bottom line, it also offers several other tangible benefits to the marketing organization.
More than one-third (33 percent) of Americans live in a household with three or more smartphones, and nearly one-in-five households (18 percent) contain 10 or more devices. More than 79 percent of those consumers switch devices mid-activity, and nearly four out of five pre-research their buys online before making a purchase in-store.
This multi-device, cross-channel journey makes identity management a requirement for marketing success. If marketers can’t map individuals across their various devices or bridge the gap between digital and physical worlds, it’s impossible to optimize their efforts to drive different online and offline success criteria or effectively manage the total consumer experience.
Identity resolution combines a consumer’s cookie ID, device ID, and offline ID into a single anonymous identifier, so marketers can de-duplicate unique users and monitor the entire consumer journey from end-to-end. With this insight, marketers can target their customers and prospects on their preferred channels or device, at every stage of their journey.
De-duplicating consumers across channels and devices provides critical insights that marketers can use to improve the consumer experience. But making every touchpoint count requires more than just knowing where consumers are—it also means understanding their interests, needs, and preferences.
By linking anonymous, unique IDs with demographic, intent, interest, and other audience attribute data, marketers can create robust consumer profiles and audience segments that can be used to facilitate more precise targeting and deliver more relevant, personalized content, and offers.
To optimize marketing effectiveness, marketers need to know how their marketing and media is driving engagement, leads, conversions, sales and other desired results. Identity resolution, paired with multi-touch attribution, gives marketers unmatched insight into the creative messages and experiences that resonate with different audiences. Marketers can use this insight to uniquely tailor their tactics for each target audience, and optimize their spend within and across channels to maximize business results.
The Bottom Line
As consumer expectations have risen, marketers have had to adapt to ensure the most effective messages reach the right people at the right time. Identity resolution delivers the holistic view of each consumer that marketers need to create personalized, relevant campaigns. Combined with multi-touch attribution, marketers can yield actionable intelligence into the strategies and tactics that influence a specific audience, so they can optimize budgets, experiences, and business results.
Originally published here.
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