‘Integrating email with addressable advertising’ – ‘Experian Marketing Forward’ Blog
Katie Oakes says, “In today’s landscape, we often see display advertising being managed separately from email communications. Is there an opportunity to bring these two sid es together?
Definitely, and that’s where the whole concept of addressable advertising gets exciting. Defining a single audience that will be the recipient of both your earned strategy – which is, say, email – and also your paid marketing – which is typically display ads, mobile ads or even television – is where the promise of cross-channel cohesion really comes to life. To deliver complementary paid and earned messages, you have to have what I like to call a “single source of truth,” or a single audience definition based on personally identifiable information.
And how do you determine who should be in that audience?
This may be a bit surprising, but one tip that I often recommend for marketers getting started with paid addressable advertising is to connect with your direct mail team, because they have so much knowledge. Direct mail has perfected the art and science of segmentation and messaging strategies“.
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