"Marketers need to understand who their target audience is before attempting to reach them, and that means sifting through a seemingly endless amount of consumer data generated from disparate channels and technologies. Taking a centralized approach with data can be overwhelming but implementing an audience-first mindset to campaign strategies can lead to more efficient and productive outcomes. It puts your core audience at the center of your initiatives."
"The Drum, in partnership with Oracle Data Cloud, is launching a survey on audience-first digital advertising to better understand what the approach looks like and the barriers organizations may face when putting data at its core. An audience-first method works because it leverages data at every stage along the consumer's buying journey. Knowing the differences between customers and prospects and understanding a buyer's tendencies helps to avoid waste."
Marketers must identify target audiences by analyzing consumer data from multiple channels and technologies. Centralizing data can be overwhelming, but an audience-first mindset centers campaign strategies on core audiences to improve efficiency and productivity. An audience-first approach leverages data across the buying journey to distinguish customers from prospects, reduce waste, and deliver tailored messaging on the appropriate digital platforms at each purchase stage. Organizations must address practical challenges, including global data-collection regulations and integrating data-driven advertising into business models. A partnered survey with Oracle Data Cloud aims to map practices and barriers and offers a prize draw incentive.
Read at The Drum
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