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Striking the balance of investment across digital marketing channels

by Suzie McInerney

big data

Global data intelligence agency, Experian Hitwise, highlight the top 5 tools for optimising consumer engagement and maximising ROI in digital marketing channels

In November, Six Degrees partnered with the marketing services division of global data intelligence agency Experian Hitwise to host an industry breakfast event at the Royce Hotel in Melbourne.

This particular Thought Leadership Seminar provided insight for marketers from multiple industry sectors into strategies for striking the right balance and maximizing ROI across digital marketing channels.

According to Matt Glasner, the GM of the Experian Marketing Services arm, the top 5 tools for optimizing consumer engagement using digital direct marketing channels were:

  • Precision targeting - using online consumer profiling to identify your 'best customer'
  • Capturing powerful behavioural data to find more of those customers and map their digital channel usage
  • Engage with them using their preferred channels (email, mobile SMS, social media etc)
  • Increase ROI through personalised messaging to drive engagement throughout the customer journey and expand revenue opportunities

The informative session was of great benefit to our retail and services clients in particular. It challenged their current methods of one on one consumer communication and engagement strategies, and provided a thought-provoking insight into how our behaviours as consumers and marketers are rapidly changing.

A number of case studies were used to illustrate how these strategies can be bought to life with significant commercial impact.