In this brave new digital world, many consumers are rightly concerned about how their personal or private information is being used – either against them or to market to them. Understandably, many could be left with a sour taste in their mouth should a brand market to them in a way that they feel violates their privacy.
The current political administration just allowed Internet Service Providers to look at every site you go to and sell that information. To our CEO Albert Gadbut, that sounds an awful lot like big brother. “That’s scary,” he says. “When you signed a contract with an ISP they agreed to provide a service but not sell what your interests and proclivities might be. We (AcquireWeb) can’t see that. We can only see what you show us. Whether or not you come to our clients’ sites. We have no desire to see what you consider private.”
How should marketers and the advertising agencies who partner with them respond? Is it possible to design and execute digital campaigns that build trust, rather than break it down, with consumers? At AcquireWeb, we think it is possible to do both in a responsible way that protects customers while still putting brand offers in front of consumers motivated to act on them.
“Building trust with consumers has to be examined for both CRM efforts, or campaigns to people who have agreed to receive communications from you, and non-CRM efforts – individuals who show potential to be in market for a brand,” says AcquireWeb President and CEO Albert Gadbut. “We help marketers and their ad agency partners communicate effectively with the larger audience who is not already in their CRM group.”
The reality is that advertising is essential to maintain or grow a brand’s presence in any space. Advertising effectively to individuals today requires transparent digital campaign efforts that enable marketers to see who they are reaching with their campaigns and which of those interactions translated into purchases.
“Part of the concern on the part of consumers over brands knowing too much is the thought that advertisers have access to data that is irrelevant to the products or services they offer,” says Gadbut. “If I sell cake mix, why do I care if my target audience enjoys fly fishing. They key is to engage with consumers based on attributes that are relevant to a brand’s offerings. In the cake mix example, you don’t care what a prospect’s credit score is, so why ask? You can build trust by only using audience attributes that make sense against what you sell.”
At AcquireWeb, we create audiences of consumers who are most likely to buy a brand’s goods and services. We don’t waste marketers’ money talking to people who will never be in market for their goods or services. With fine tuning and tweaks, we are able to hone a target audience down to its most profitable composition, without violating consumers’ trust in a way that would dispose them to disregard the brand.
“What we hear from marketers most often is that there is no transparency in the digital space. The tools they have to work with leave them with measurements too broad to draw conclusions as to whether or not the campaigns they’re spending money on are driving sales,” says Gadbut. “Where AcquireWeb is different is in our ability to look at a brand’s web traffic and determine who is coming anonymously and generate an audience from that. Then we can make that audience actionable across multiple channels in an integrated way that results in real, deterministic and relevant attribution. When we create an audience, we stand behind it from beginning to end because that’s what marketers and consumers deserve.”
How satisfied are you with your digital marketing efforts? Are you able to tell whether or not your campaigns are resulting in sales? Why or why not? Are you confident that your campaigns now build, rather than break down, trust with your target audiences?