Today’s digital age presents more choice than ever for marketers to reach their target market. But as consumers become more savvy in their relationship with marketing communications and with online and integrated media offering unprecedented marketing opportunities, so companies face a daunting choice of how and where to reach consumers.
Acxiom works with clients to deliver an integrated, multi-channel marketing solution that challenges the fragmented approach so many companies find themselves facing. Avoiding the potentially damaging scenarios of differing views of the same audience, mixed communications messages and different media transmitting via various routes, Acxiom can deliver an integrated multi-channel marketing and media optimisation solution which will enable marketers to apply customer insight and improve performance throughout the customer lifecycle – across all of the channels.
Tackling fragmentation head on through customer-centricity combined with an understanding of the interplay effect between media, this unique methodology innovatively uses analysis at an individual level to understand the perspective of a single consumer. Simply put, what is it that the customer wants to receive and through which channel?
Not a shrink wrapped, off the peg solution, but an opportunity to get "under the skin" of consumers as individuals, Acxiom’s unique customer insight will identify the target audience most likely to respond and the best media for reaching them, making each targeted channel more effective, improving campaign execution, evaluation and media optimisation.
This complex measurement methodology gives accountability to the whole marketing mix, not just the last media used prior to conversion. Results have shown that Acxiom can reduce expenditure in excess of 10% within 2-3 months by adjusting the marketing mix in this way.