Turning advertising impressions into relationships with consumers is the progress that a brand achieves to move from getting exposure to gaining attention. Exposure is easy and attention is more difficult because the former is a one-way message in a sea of media, while the latter gives the brand bandwidth to start two-way conversations that enhance understanding and build relationships.
In a data-driven age, first party data is essential. Experts say we will soon approach a time when third party data will be hard to come by, which makes first party data crucially important. It is through this data that we can continue developing an insightful understanding of consumers’ needs and develop an ongoing relationship with loyal customers.
If you have not already done so, acquiring first party data can be done through various digital channels, including Facebook/Instagram, Snapchat, Pinterest, TikTok, and others. Acquiring data is a key tactic to have consumers share their data for further communication via SMS, email, and even phone automation.
Delivering a message to a prospect or consumer is easily done but selecting the right platform and gaining their attention is more difficult. McKay Advertising + Activation believes in the importance of activating every brand message with an ask to continue the conversation in a cohesive, integrated, and systematic approach. Email, SMS, and phone are all used to develop the highest opportunity and lifetime value (LTV) for the brands we serve.