Like the screens that have multiplied in our daily lives, the paths traveled by Internet users on them, up to the purchase, now form an increasingly complex network of connections to identify and connect. Display, SEA, SEO, social, emailing, affiliation, etc. they are all acquisition levers whose performances must be monitored by the advertiser in order to guarantee the profitability of their digital investments.
Where siled management may have been sufficient for a long time, the advent of digital uses has raised the issue of performance attribution with, for some, the implementation of ad serving tools that only partially meet specific steering needs. multi-lever.
If everyone can achieve a specific goal of the acquisition funnel, the challenge for digital partners is to support brands in a clear reading of performance, and in particular in understanding the contribution of each lever to better orchestration of the mix.
Synergies at the service of the user’s journey
According to an Easyence study, it is now estimated that the conversion into a purchase takes place in a window of 7 to 10 days, through the combination of about three to five “keys”. Furthermore, the final action is not (anymore) the result of a single activation but of an interaction between several distinct levers. They are all devices therefore imaginable, depending on the profile of the target consumer, and their relationship with the brand.
In their implementation, now it is a question of being able to identify in which phase of the acquisition funnel it is obviously, but also and above all of its media uses, to find it in the right place, at the right time. It really is the right orchestration of a multi-leveraged scenario, rich in data and synergies, which will optimize the success of a maximum of conversions.
Let’s be more colorful. In the event of a first phase of notoriety to be acquired with a qualified but not very captive audience – cold prospect – for example, a video message could be activated to test their propensity to receive the message, and to choose to go beyond or not, or to the so-called phase of consideration. During this, it will be more relevant to offer SEA links, or referenced for a fee, or even display banners, able to test the bounce rate necessary for the implementation of a more favorable retargeting to the acquisition. Here too, once again, different choices are possible (social, display, SEA, etc.) to hopefully complete the conversion path successfully.
This multi-leveraged scripting ultimately allows for much better follow-up and support for the internet user than an acquisition campaign that would be piloted in silos and which would amount to losing some of the essential information for the buying journey by adopting the last click rule, whereby all previous influences and actions are ignored.
The guarantee of unified measurement and optimal control
Although intrinsically more complex, the implementation of a model and a multi-lever allocation tool guarantees a unitary reading of the performance and the perception of the role played by each lever. Thus, it guarantees the optimal management of the mix and a certain rationalization of its investment, as long as it is followed by adequate advice and support.
In fact, the marketing objective to be pursued, whether it is awareness, traffic acquisition or lead generation, will affect the breakdown of the investment between the levers according to the role they play in the funnel. This is why it is essential to fully understand the role of each in the value chain and how they interact with each other. What budget should be assigned to each phase? Which lever should be considered as initiator, setter and scorer? Many questions which will be followed by many phases of support and tests, ideally by different actors, for an optimal reading of the performance.
In fact, the ideal attribution model does not exist but must vary according to the stakes and needs of each advertiser and must be adapted to the objectives set for each lever (top of funnel / bottom of funnel). In this sense, the implementation of a complex mix of acquisitions, in line with the new uses of digital, must go through an audit, both to start from scratch and simply to question the strategy already in place. However, this advice, which the digital partner must integrate in terms of attribution, is not intended to promote the performance of one lever over the other but above all to help the advertiser to progress in managing the overall mix.
Be careful not to confuse multi-lever and omni-lever. Of course, multiplying the approaches avoids depending on a single source of traffic, but it is not a question of being present on all the existing levers but rather of choosing a set of diversified acquisition channels that correspond to the defined objectives. A multi-lever campaign ultimately boils down to harnessing the specifics of each lever to hopefully create a coherent and efficient 360-degree ecosystem that will give you a valuable edge.
If you do not manage your entire digital marketing mix through the same partner, it is therefore essential to make sure you maximize the synergies between the different levers activated to gain performance and not risk putting too many eggs in the same basket. .