Data Shows Personalized Omnichannel Strategies No Longer An Option

As technology continues to pave a very complex path across devices and channels, marketers must remember to keep a consistent brand message across all.

Anna Luo, vice president of consumer innovation and marketing at Jivox, acknowledges that the message isn’t new, but the study, released Tuesday -- Omni-Channel Personalization Benchmark Report -- underscores the importance of following through to integrate campaigns to make each personal and experience relevant.

“We are seeing that retail is starting to use social media more frequently, whereas CPG and auto are starting to use more video,” she said.

For instance, at Programmatic I/O in San Francisco earlier this year, REI and Jivox co-presented a session on personalized digital marketing where they spoke about how personalized social ads accelerated engagement by about four times the industry benchmark in terms of click-through rates.

The benchmark report took an in-depth look at Jivox campaigns in seven verticals and their adoption of omnichannel personalization strategies across more than 40 campaigns.

Across all seven verticals, the results identified the impact when marketers adopted mobile early. The trend was highlighted in IAB’s Internet Advertising Revenue Report, with a broad scale increase in mobile ad revenue reaching a six-year compound annual growth rate of 76.8%, between 2012 and 2017, according to the findings.

A comparison of personalized digital advertising click-through rates in 2016 and 2018 highlights the change in results when combining an omnichannel strategy with relevance. The engagement lift in personalized omni-channel ads was shown to be 4.3 times the industry benchmark, and 43% higher than the blended single-and omni-channel personalization average in the 2016 Jivox campaign samples.

Jivox campaigns also saw Consumer Packaged Goods (CPG), Automotive, and Retail verticals moving further ahead with omnichannel strategies, but these added personalized video or social advertising in the media mix.

Another trend involves data. As Europe’s GDPR goes into effect May 25, marketers will begin to use more opt-in data, she said. The wealth of data includes demographics as well as interests, language preferences, weather conditions at a location, the likelihood of purchase under a specific weather condition, time of day/day of week, and seasons, just to name a few.

Now marketers must shift from cookie-based retargeting to a personalized, omnichannel approach that doesn’t rely on cookies, but gives marketers control with opted-in first-party and public contextual data.

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