Content Intelligence Network
Conversion: are you talking to me?
Those of us who work in marketing are increasingly at risk of only seeing the tip of the iceberg. Indeed, when we go to analyze success in terms of the ROI of our advertising campaigns, we risk concentrating too much on a “last-click” attribution model. What does that mean? It means that we attribute 100% of the conversion value to the channel responsible for the final sale and we dedicate the majority of our budget to that specific channel.
But it shouldn’t be like this: in increasingly complex digital ecosystems such as the current ones, where customers interact with companies across a variety of channels seamlessly, every single communication element, whether it stands alone or works in synergy, becomes strategic and contributes to the overall success of the campaign.
This concept was also reiterated by social media strategist Luca La Mesa during “The Connected Experience Imperative” event. Before converting, users feel the need to look at several pieces of content. Meanwhile, we know that, in order to allow content marketing to go hand in hand with sales, directing their channeling, such content must be transmitted to users at the different stages of the buyer’s journey, whenever and wherever they are, accompanying them step by step to the final conversion.
Metrics: which should you use?
On the basis of this principle, marketers must become promoters of cross-channel analytics. Indeed, it is important to track consumer behavior in relation to how they interact with the different channels. Only by understanding such context can the value of marketing efforts be optimized. This is why the demand for metrics on the fruition performance of digital assets is constantly increasing. It is Content Intelligence that provides us with these, or rather, Artificial Intelligence applied to content.
Thanks to the support of AI, these metrics analyze and extract data on user interests obtained from the use of the brand’s digital assets. Not only are they able to determine the effectiveness of your editorial strategy (and calculate, therefore, the overall ROI), but they help to find improvement margins for each channel based on how the content hosted on it performs. They are able to identify the “hot topics” of the moment with the subsequent review of the editorial plan, which is aligned with the audience’s expectations (this way, you always hit the mark!).
A study has identified emails (newsletters, requests for information, purchase confirmations, etc.) and social media as the most performing digital channels in terms of improving ROI. This is because they are excellent at engaging the audience and encouraging interested users to increase their knowledge of the brand on owned media (corporate website, blog, e-commerce store). The owned media, such as the corporate website, must then become a digital Disneyland for users, in the place where the magic happens. Here, consumers, in search of quality content and information on products/services, are engaged by a personalized communication which is fueled by a thorough knowledge of their interests. These have been collected by Content Intelligence throughout the pre-conversion phase, having the entire user’s viewing journey to hand.
In conclusion, we can confirm that...
A coordinated marketing strategy supported by Content Intelligence that provides all the tools to measure the topics that “work best” (and, therefore, to create content of increasing quality) allows you to set up the most effective marketing plan in terms of attributing value to every single channel. This enables the best possible sales channeling to be constructed, leading to owned presences where conversions can be made (and therefore monetized). It goes without saying that more conversions lead to an increase in the ROI.
THRON, the Intelligent DAM, which is present in the martech landscape infographic created by Scott Brinker, has an incredibly useful Magic Site Integration feature. With a simple script to be inserted into the customer’s website template, THRON’s Intelligence is able to monitor all online content immediately. From the first day of its implementation, strategic data on user interests can be collected from a multichannel perspective. Handy, isn’t it?