Recognition Key for Connected Brand Experiences and Effective Cross-Channel Advertising, New Acxiom Report Finds
28 January 2015 - 1:00AM
Business Wire
Report Explores Recognition and Matching Best
Practices to Reach Consumers Through Their Preferred Channels of
Communication
Acxiom® (NASDAQ: ACXM), an enterprise data, analytics and
software-as-a-service company, today released the findings of their
second MoneyAds™ Mentor Series “Recognition in the Murky
Marketing Ecosystem.” The latest whitepaper explores the nuances of
recognition and provides a roadmap to help marketers overcome the
key challenges they face in effectively reaching consumers across
channels, devices and media.
“The rapid proliferation of new technology and mobile products
is pushing marketers to revisit their strategies in order to
accomplish true cross-channel marketing,” said Erin Winters, head
of thought leadership at Acxiom. “Studies show that consumers who
engage with brands through multiple channels spend much more than
single-channel consumers, with some estimating a 4X difference
between the two groups. It’s clear that understanding the role
recognition plays in delivering effective cross-channel advertising
experiences has become a business imperative for marketers.”
With a recent Forrester report finding that half of U.S. online
adults own at least three Internet-connected devices and go online
from them multiple times a day from multiple locations, the ability
for brands to recognize consumers consistently across channels has
never been more important, and is the first step in effectively
deploying a multi-channel campaign.
The MoneyAds™ Mentor Series “Recognition in the Murky
Marketing Ecosystem,” also points out the challenges of recognition
in a digital environment with rapid and near constant technology
innovation, and the disparate data formats. The paper explores six
key channels marketers should take into consideration as well as
best practices for recognizing consumers across these channels,
which include premium publishers, programmatic, mobile networks,
call centers, addressable television and online video.
Some of the key takeaways for marketers include:
- Adopt recognition and matching best
practices that deliver the highest degree of accuracy and
reach,
- Select an ad technology partner that is
integrated with a large network of partners and publishers,
especially those important to your brand, to allow you to
effectively leverage your customer data and boost your ability to
reach consumers through their channels of choice; and,
- Ensure you and your ad tech partners
always use data ethically to respect consumers’ interests, as
recognition across channels does not mean annoying people across
channels.
For additional cross-channel recognition best practices and
takeaways, and to download a full copy of Acxiom’s MoneyAds™
Mentor Series “Recognition in the Murky Marketing Ecosystem”
whitepaper, please visit: http://www.acxiom.com/recognizing/
About Acxiom
Acxiom is an enterprise data, analytics and
software-as-a-service company that uniquely fuse trust, experience
and scale to fuel data-driven results. For over 40 years, Acxiom
has been an innovator in harnessing the most important sources and
uses of data to strengthen connections between people, businesses
and their partners. Utilizing a channel and media neutral approach,
we leverage cutting-edge, data-oriented products and services to
maximize customer value. Every week, Acxiom powers more than a
trillion transactions that enable better living for people and
better results for our 7,000+ global clients. For more information
about Acxiom, visit Acxiom.com. Acxiom is a registered trademark of
Acxiom Corporation.
AcxiomInes Gutzmer, 404-434-0237Corporate
Communicationsines.gutzmer@acxiom.comGACXM
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