When we partner with an agency or brand for a new campaign, we always begin with research, or as we say, “Discover the Why.”
It seems unbelievably simple, yet so often skipped, but before tactics, channels, messaging, we ask, “Why?” Why do people buy, why do they bounce, and what really moves them?
And to answer these questions it’s more than just asking our good friends Google, AI, or The Trade Desk. When we need to know about people, we turn to GUS. GUS is our internal audience segmentation tool that delivers over 16,000 unique personal attributes about nearly every single online U.S. adult, allowing us to have incredible insights on any target audience you may want to talk to. You can learn more about GUS.
Once GUS has given us the WHY this target audience buys or doesn’t buy, we are now able to start talking about how we will reach them. To do this we turn to our Strategic Approach: The 3 Silos.
At the core, it’s a simple belief that every marketing campaign should speak to each silo. Building Awareness for the customers of tomorrow, Targeting to land the customers of today, and Relationship for customers of the past.
Awareness: Building and increasing our Brand presence. Ensuring that we are first of mind for future customers.
Targeting: The most common digital Silo, targeting is matching our service or product to those raising their hands to buy it now.
Relationship: Often the most neglected of the Silos. Relationship is about showing the love to our current and past customers, increasing loyalty that lasts through the years.
While there are many campaigns where only one or two silos make sense based on the goal, taking this encompassing strategic approach has been the pathway to success for thousands of our partners throughout the years. When combined with GUS audience data, we now have not only a destination, but a route we can use. Think of it like GPS, taking us on the journey where every campaign’s success reaches far beyond its flight dates.
Our campaign strategy is an ever-evolving organism that must be monitored closely, optimized and tweaked based on real-time campaign data. To accomplish this task, our team monitors campaigns hourly, digging deep into the data and bringing insights to life. Through our multiple reporting options and your dedicated campaign managers, you can be as involved or uninvolved in this process as you would like. Either way, you have the peace of mind that your campaign strategy is working towards your business goals with a strategic thinking team behind the wheel.