Over the past few weeks quite a few brands that don’t spend very much on their digital marketing have been in touch to ask about our campaign tracking and attribution reporting.
It dawned on me these marketers are coming to the data we provide from a different point of view. While agencies and large e-commerce advertisers – rightly – look to use our data to optimize spend to achieve the right mix of channels and media, at a smaller site level, marketers need tools that justify the scale of their entire online investment.
They are looking for data to prove to the business that the $2,000 they spend each month on PPC, for example, is delivering value so that next month they can spend $5,000, next quarter $25,000, and next year $100,000 across an array of channels.
This also points us to the idea that marketers new to digital are starting from the point of view of really understanding what combination of online activity drives sales, rather than individual channels. Those of us that have been in the digital sector for a long time have to unlearn the old way of thinking and the incumbent ecosystem has to adjust too. For the new age of digital marketing is one where marketers appreciate that customers don’t work in channels and neither should we.
It’s also nice to know TagMan’s appeal isn’t just for large brands with money to devote to doing what they do smarter but also smaller companies who want to be smarter from the get-go.