Driving the customer engagement journey with programmatic marketing | Intilery
Driving the customer engagement journey with programmatic marketing
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Driving the customer engagement journey with programmatic marketing

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89% of marketers expect customer experience to be their primary differentiator as costs and features alone no longer create cut through with consumers. Customer experience refers to how a customer perceives and feels about a brand based on the various interactions they have had with it.

In this hyper digitised world, customers have numerous interactions with brands because there are endless ways of researching, buying and recommending a product or service. As a result, marketers have a wealth of customer data at their fingertips, from first party to third party data. Marketers must take an omni-channel approach to harness and activate this data by connecting consumer-brand touchpoints as smoothly as possible. They must also investigate new ways of engaging with the customer on their consumer engagement journey. Mapping out the stages within the customer journey from awareness, discovery, the purchase itself, advocacy to repurchase is therefore key in contributing to customer experience.

 

The Resourcing Sector

Using the resourcing sector as an example, a sector impacted by a range of societal, cultural and environmental changes, brands need to work harder at attracting todays talent. This is especially relevant amongst graduates and millennials and when we think of the unknown surrounding Brexit. Promoting brand values such as culture, impact on society and work-life balance have never been more important. If companies can build their brand in this way and influence the interactions with potential candidates they will improve engagement and achieve greater success in attracting the best talent.

A typical journey of a graduate looking to start out their career could look something like this: a university graduate’s first port of call is an on-campus careers fair where they speak to various company representatives and pick up leaflets and brochures. They then go online to view the company websites and search on third party websites like Glassdoor for employee insight. They decide to look at similar companies in the industry for a comparison and carry out various searches on recruitment websites. They decide to apply to roles on the recruitment websites.

 

Creating engagement with programmatic

This is just part of the engagement journey, but what is clear is there were many opportunities the company could have influenced the graduate on their journey. Integrating programmatic into the omni-channel strategy would be beneficial because of the ‘right message at the right place and right time’ targeting capabilities. Going back to the example, the company has the opportunity to gather applicant data from their first interaction with the graduate on campus. With the data gathered, the company can sync up their offline data with their online data. For example, following the meeting the company could send an email to the graduate promoting the career opportunities within the company. Let’s say the graduate goes on to click on the email and reads about their corporate social responsibility policy. Using this data, the company knows the graduate hasn’t yet applied for a role but sees they are interested in their CSR performance. The company can then retarget the graduate whilst browsing job roles online with relevant ads that have supportive and informative messaging on how they work with suppliers, their environmental impacts and how employees can get involved. In this instance, programmatic is being used to help drive brand saliency to convert an engaged candidate until they are ready to apply for roles.

However, this is just one instance and one part of the journey programmatic can enhance engagement. Companies must ensure they have a robust online architecture in place across all digital channels and align their recruitment strategy accordingly. The benefit of programmatic is that it is driven by data and uses contextual, behavioural and geographical targeting to reach and refine audiences, or in this case candidates. For example, a company may have a need to fill positions in the north west of England. Programmatic targeting enables the company to reach their target candidates based on demographic to ensure they are only reaching the talent that fits their criteria. By overlaying geography, the company can drive efficiencies by tightening the net and reaching candidates in their desired location.

Recruitment companies that have a holistic view of their marketing by analysing and orchestrating the journey of potential candidates from researching roles through to application across channels can more effectively deliver on their targets and achieve a differentiated customer experience.

Integrating programmatic strategy into the marketing mix doesn’t have to be complicated, and it’s exactly what our sophisticated and easy-to-use programmatic platform was built for. If you need support in implementing your programmatic strategy, get in touch with us.

 

About Admedo

Admedo is the only truly transparent and independent Demand Side Platform on the market. Since its inception, Admedo has been shaking up the programmatic industry, offering a fully customisable intuitive programmatic platform which snaps together around its clients’ businesses. The global company democratises programmatic by empowering brands and agencies to make independent decisions about the programmatic solutions they use, arming them with all the tools and insights to achieve their campaign goals. The Admedo solution is enabled by the most advanced technology and can be used on a self-serve or fully managed service model. For more information, visit admedo.com

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