Marketers should stop using the word campaign. Marketing is now “always on”, according to home loans provider Aussie. General manager for marketing and product Stuart Tucker also reckons that adopting attribution modelling has "turned [Aussie's] digital marketing on its head".
Aussie, formerly Aussie Home Loans, ploughs half of its marketing budget into digital, but puts its success down to effective attribution modelling that lets it track the consumer’s path to purchase and evaluate the contribution of each channel.
The other half of the budget Aussie goes mainly towards TV ads designed to grow awareness. Digital channels are used to convert consideration into sales, which is why it’s so important to know how effective each element is in converting a sale, said Tucker.
He told AdNews: “I don't believe the word campaign actually exists any more, because you don't really launch a campaign – you're always campaigning, always on, always refining, always measuring, reinventing. I think we love [digital] because it's measurable and accountable – anyone who's not embracing that kind of digital accountability is kidding themselves."
Tucker's comments echo those of Razorfish CTO Ray Velez, and others, that people have to move away from the campaign calendar mindset and towards always on marketing.
However, he said equally important was looking beyond the last click in the chain so that marketing budget is not wasted, but allocated to the right places.
Aussie, which won an Effie for its attribution model in 2012, can identify which channels in its digital marketing mix are introducers, influencers or closers, along the path to purchase, and can then allocate a weighted contribution to each, rather than counting the last click as the moment of conversion.
“If you don’t have an attribution model, the last click always wins – and that’s nearly always Google.”
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