The Value of Blending Email Marketing and Addressable Advertising

Market research authored by David Daniels (formerly of Forrester Research and Jupiter Research), and other analysts from The Relevancy Group. Sponsored research can be downloaded with registration. Other titles can be purchased for a fee or save and subscribe to our research. Get access. Ask the analyst; Get Access to Answers.

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  • Sponsored by Merkle

    Written by David Daniels and Nicholas Einstein Merkle, Addressable Advertising, Email Marketing, Retargeting, Targeting

    About: Published in May 2018, The Relevancy Group explores how email marketing can be leveraged in addressable advertising. Sponsored by Merkle, The Relevancy Group believes that the market has moved beyond this one-size-fits-all approach and has entered the addressable era. Addressable advertising blends CRM data with individual consumer identity that is often unified by an email address and site tags to turn unknown site visitors into known individuals. 

    Key Questions:

    How has the customer experience online changed to make addressable advertising more acceptable?
    What are the necessary tactics to blend CRM data with anonymous visitor information and make addressable advertising possible?
    What roles do email marketing and marketing services play?
    What are the steps to improve the sophistication of utilizing email and CRM data with addressable advertising?
    What is the revenue upside to blending email marketing and addressable advertising?

    Report Excerpt:

    Addressable Advertising Emerges to Deliver Individualized Experiences
    Historically, advertising has been targeted to the lowest common denominator, with all consumers getting the same ad or, at best, a demographic segment of individuals receiving a slightly altered version. The market has moved beyond this one-size-fits-all approach and has entered the addressable era. Addressable advertising blends CRM data with individual consumer identity that is often unified by an email address and site tags to turn unknown site visitors into known individuals. This approach allows marketers to understand individual behavior, purchase history, customer preferences, and demographic data. It offers many efficiencies for marketers and better experiences for consumers. For example, if a customer has recently purchased an item, such as a lamp, the retailer can use this data to turn off meaningless display ads for that individual and instead show them a complementary product, perhaps light bulbs. By leveraging email marketing with addressable advertising, a marketer can better target individuals based on browse and abandon information. This allows for additional reach by targeting inactive subscribers and new customers via addressable display. Email is central to making this work as our email address is our digital fingerprint and central to online individual identity resolution. A February 2018 executive survey by The Relevancy Group finds that 31 percent of organizations are utilizing CRM data for better targeting in the advertising efforts.

    The Research: 8 Pages, 3 Graphics, 2664 words | TRGMK0118

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