Like screens that have multiplied in our daily lives, the paths Internet users take on them, even to purchase, now form a network of connections that is increasingly complex to identify and connect. Presentation, SEA, SEO, Social Media, Email, Affiliation, etc. They are all acquisition tools whose performance must be monitored by the advertiser to ensure the profitability of their digital investments.
Where management in silos may be sufficient for a long time, the rise of digital uses has raised the issue of attribution performance, for some, implementing ad serving tools that only partially meet specific needs.Multi-lever routing.
If everyone can achieve a specific target of acquisition funnel, the challenge for digital partners is to support brands in a clear performance reading, and in particular in understanding the contribution of each lever to better orchestrate the mix.
Synergy in the service of the user journey
It is now estimated that conversion to a purchase occurs within a period of 7 to 10 days, according to the Easyence study, by combining approximately three to five “keys.” Also, the final action is not (anymore) the result of a single activation but the result of an interaction between several distinct levers. These are all devices that can be imagined based on the profile of the target consumer and their relationship to the brand.
When implemented, it is now about being able to determine which stage of the acquisition path is of course, but also and above all its media uses, to find it in the right place, at the right moment. It is really the right format for a multi-lever scenario, rich in data and synergies, which will enhance the success of maximum conversions.
Let’s be hotter. In the event that the first stage of fame is gained with a qualified but not too restricted audience – cool prospects – a video message can for example be activated to test its propensity to receive the message and choose to go further or not, or to the so-called looking stage. During this, it would be more convenient to offer SEA links, paid referral, or even display banners, capable of testing the bounce rate necessary to publish a retarget more suitable for acquisition. Here too, again, there are several possible options (social, show, SEA, etc.) to hopefully complete the conversion journey successfully.
Such multi-lever scripting ultimately allows internet user follow-up and support much better than an acquisition campaign to be piloted in silos, which would amount to losing some essential information of the buying journey by adopting the last-click rule, where all prior influences and actions are ignored.
Ensure uniform scaling and optimum control
Although more complex in nature, implementing a multi-lever model and customizer ensures a uniform performance reading and visualization of the role each lever plays. Thus it guarantees optimal management of the mixture and a certain rationalization of its investments, as long as it is followed by appropriate advice and support.
In fact, the marketing objective to pursue, be it awareness, traffic acquisition or lead generation, will determine the investment collapse between levers according to the role they occupy in the conversion funnel. That is why it is necessary to fully understand their respective roles in the value chain and how they interact with each other. What budget should be allocated to each stage? What leverage should be considered as the initiator, limiter and payer? Lots of questions to be followed by several stages of support and auditions, ideally by different actors, for a perfect reading of the performance.
In reality, there is no perfect referral model but it should vary according to the risks and needs of each advertiser, and it should adapt to the specific goals of each lever (upper funnel/downstream). In this sense, implementing a complex acquisition mix, in line with new digital uses, must undergo a process of scrutiny, whether to start from scratch or simply to challenge the strategy already in place. This advice, which the digital partner should incorporate in terms of attribution, is not intended to enhance the performance of one lever versus another, but above all to help the advertiser advance its management of the overall mix.
Be careful not to confuse multiple levers with multiple levers. Admittedly, multiplication of methods prevents dependence on a single source of traffic, but it is not a matter of being on all existing levers rather than choosing a set of diverse acquisition channels that align with goals. The ultimate multi-crane campaign takes advantage of the idiosyncrasies of each lever to create a 360-degree, cohesive and efficient ecosystem, giving you a valuable start.
If you are not managing your entire digital marketing mix across the same partner, it is essential to make sure you maximize the synergies between the different levers activated in order to drive performance and not risk putting too many eggs in the same basket.