Digital advertising is an ever-evolving behemoth. Now, to effectively reach your target audience, your ad operations need to be digital, multi-channel and omnichannel. Omnichannel advertising, however, is more than just being present on all channels, it’s having the marketing insight to know the correct channels. According to Econsultancy, only 22% of businesses are satisfied with their conversion rates.
Data is the key to this business intelligence — unlocking the appropriate platforms to speak to your prospects. Campaign management, audience profiling and the marketing ecosystem is now so closely identified through big data, technology and online platforms, a new breed of advertising has emerged; martech.
Data is an entire business in its own right; knowing your customer, where they consume information, their buying preferences and end-to-end consumer journey can all be identified through this critical data. But gathering true business intelligence through data, due to its weight and volume, is impossible for the human brain. Businesses need analytics, artificial intelligence and data management to transform this glut of information into visual, intelligible and actionable insights.