May 29, 2018 - By Ginna Hall, Senior Writer, Nielsen Visual IQ
For decades, marketers have used traditional channels such as print, radio, TV, yellow pages and outdoor ads to reach consumers. But the digital revolution has proved disruptive to traditional marketing approaches. Digital channels – search, organic and paid search, email, social, and video – now work alongside established ones.
The growth of digital has given rise to a new category of addressable media where individual, user-level data is available to track touchpoints in the consumer journey. Estimates of how many people might have seen your message have given way to knowing the location, device, time, browser, and action of every consumer touchpoint online.
With greater access to data about consumer behavior, marketing has transformed from an art to a science. We’ve moved from “spray and pray” to targeting with the precision of a pipette.
But the initial euphoria of digital marketing has given way to some sobering realities. We’ve learned these channels exist in silos and that it’s incredibly difficult to follow customers and prospects across multiple channels and devices.
We've also learned it's even harder to find out if our marketing and advertising are effective. Many marketers still rely on siloed, outdated and inaccurate techniques to measure their efforts.
We use more than 12 tools (on average) to manage campaigns, and stitch together incomplete data sets with siloed metrics from our CRM, web analytics, marketing automation systems, email platforms and even humble Excel spreadsheets.
This infographic shows how digital has changed marketing, why it's so hard to figure out what's working, and why multi-touch attribution is essential for optimizing marketing effectiveness in this new era.
Download our ebook to learn how digital has created a new set of challenges and opportunities for marketers: Crossing the New Digital Divide: Your Guide to Marketing Effectiveness
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