Your Marketing May Be Suffering From an Identity Crisis

by Kurt Hawks December 6, 2017   /   CRM | /   One-to-One Marketing
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As buyer journeys become more self-directed and digitally led, knowing each customer’s unique story is crucial to reaching them and getting your marketing right.

But identity matching is one of the industry’s biggest challenges. According to Econsultancy, 74% of marketers say that matching customers across multiple devices is “very important to growth,” but only 14% have the capabilities necessary to achieve it.

This impacts their entire strategy, including understanding consumer behavior over time, delivering personalized messaging by channel and measuring the efficacy of digital spend.

So what’s causing the identity crisis?

Customers are constantly changing—buying new phones, creating email addresses, moving homes and sometimes even changing names. Their true identity is hidden in a sea of data, making it difficult to effectively and efficiently recognize them. And since most vendors focus on siloed perishable identifiers like cookies and device IDs, it’s even harder to get right.

Those cookies become even more fragile when vendors pass data along. Data is lost with every transfer, reducing audience size and wasting time and money by delivering messages to the wrong devices. According to eMarketer, 33% of digital marketers list data leakage among their leading challenges.

How do marketers solve the identity crisis? 

Marketers need to work with a digital marketing partner that can identify real consumers, across devices as well as online and offline behaviors and maintain end-to-end control of anonymized consumer identity. If you stitch together a digital solution using multiple vendors, you’ll lose accuracy, scale, and ultimately performance if you partner with an end-to-end solution instead there will be minimal data loss.

When you work with a partner that solves your identity crisis:

  • You’ll engage consumers with personalized, proactive conversations as their wants and needs change throughout the purchase funnel.
  • You’ll be able to measure the impact of your efforts, attribute the impact of digital media spend with conversions (not just clicks) and measure incrementality across buying channels.

If you’re unsure whether your digital vendor can accomplish what you want, ask these 5 key questions to help clarify what identity-based marketing means to them.

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