Customer Experience 2019 (Part 4)—Messaging Frequency

Customer Experience 2019 (Part 4)—Messaging Frequency

The Building Blocks of a Better Customer Experience (A 4-Part Series)

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About This Report
Marketers still cannot identify and track users across ever channel, platform and device—which means they also cannot truly measure and manage the frequency of marketing messages. This report explores this ongoing issue in greater detail.
Table of Contents

Executive Summary

Marketers still face a host of problems executing and analyzing cross-channel marketing campaigns, most of which boil down to the continued difficulty in integrating data and actions across all the media, devices and buying platforms involved. One of those problems is the challenge of measuring and managing messaging frequency.

Why does messaging frequency matter?

Consumers are bombarded with messages throughout their day, including ads. They probably aren’t going to notice an ad the first time they see it—but after they’ve seen it a thousand times, chances are they’ll be sick of it. The sweet spot for marketers lies somewhere in between as they work to build brand awareness, consideration, purchase intent and loyalty.

What problems do marketers encounter in measuring and managing frequency of ads and marketing messages?

Simply put, executing an ad campaign across multiple buying platforms is still not seamless, and finding and identifying users across those platforms can be hit and miss. Intelligent Tracking Prevention (ITP) and Sign In with Apple, along with similar privacy-protecting moves by other industry players, aren’t helping. And without being able to match users across platforms, frequency measurement and capping are effectively impossible.

What are marketers doing to mitigate the frequency problem?

Some marketers aren’t doing much—especially when it comes to iOS users, whom Apple has made it difficult to track over the past year. And there are different schools of thought on how important that is; some marketers aren’t worried campaign effectiveness will be compromised. Others are turning toward walled gardens for more seamless cross-device execution, possibly at the expense of reach. And many are simply doing the best they can with the limited data, resources and controls at their fingertips.

WHAT’S IN THIS REPORT? This report explores the difficulties of measuring and managing frequency across channels—including advertising and marketing touchpoints—and what marketers are doing to address them.

This report is the fourth in a four-part series that will address the customer experience by exploring each of the major building blocks required for an exceptional customer experience: audience segmentation, personalization, loyalty marketing and frequency management. By dissecting the customer experience into understanding who customers are, how to best speak to them, how often to speak with them, and how to continue to grow the relationship post-acquisition, our belief is that marketers can better approach this broader subject with more expertise and accuracy.

KEY STAT: Almost half of US marketers still say the inability to track reach and frequency is one of their biggest problems with cross-platform ad measurement, according to Origami Logic and Advertiser Perceptions.

Here’s what’s in the full report

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46expert perspectives

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Table of Contents

  1. Executive Summary
  2. The Frequency Problem
  3. How Marketers Are Responding
  1. Key Takeaways
  2. eMarketer Interviews
  3. Read Next
  1. Sources
  2. Media Gallery

Interviewed for This Report

Leah Anathan
Qubit
CMO
Interviewed April 1, 2019
Sarah Assous
Zoovu
Senior Vice President of Marketing
Interviewed June 6, 2019
Nicolas Avila
Globant
Vice President of Technology
Interviewed May 3, 2019
Brad Birnbaum
Kustomer
Founder, CEO
Interviewed April 25, 2019
Emily Blair
The Goodway Group
Vice President, Strategy
Interviewed April 25, 2019
Olivier Blayac
Color & Co
General Manager
Interviewed May 23, 2019
Dave Cesaro
Valassis
Executive Director of Vertical Marketing
Interviewed June 7, 2019
Jane Clarke
Coalition for Innovative Media Measurement (CIMM)
CEO, Managing Director
Interviewed April 22, 2019
Karen Cohen
AppsFlyer
Director, Product Marketing
Interviewed April 24, 2019
Ron Cohen
Claritas
Vice President of Product Strategy
Interviewed June 7, 2019
Carolyn Corda
Adara
CMO
Interviewed April 25, 2019
Devon DeBlasio
Neustar
Senior Product Marketing Manager
Interviewed April 23, 2019
Craig Elbert
CareOf
Co-Founder, CEO
Interviewed May 20, 2019
Ric Elert
Conversant
President
Interviewed April 22, 2019
Brian Fesen
Mack Weldon
Vice President, Performance Marketing
Interviewed May 23, 2019
Mike Fisher
Fluent Dialog
President
Interviewed April 4, 2019
Ryan Fleisch
Adobe
Head of Product Marketing, Advertising Cloud DSP
Interviewed April 26, 2019
Jason Grunberg
Sailthru
Vice President, Marketing
Interviewed April 25, 2019
Dave Grzelak
The Shipyard
Chief Strategy Officer
Interviewed April 24, 2019
Steve Gutentag
Thirty Madison
Co-Founder, CEO
Interviewed April 29, 2019
Rich Hope
Jersey Mike’s
CMO
Interviewed June 6, 2019
Tony Hudson
Civis Analytics
Media Solutions Lead
Interviewed April 16, 2019
Nick Jordan
Narrative I/O
Founder, CEO
Interviewed April 25, 2019
Jay Klauminzer
Raise
CEO
Interviewed May 20, 2019
Oz Lang
Adobe
Director, Product Management, Advertising Cloud TV
Interviewed April 26, 2019
Katie Malone
Civis Analytics
Director, Data Science Research and Development
Interviewed April 16, 2019
Shane McAndrew
Mindshare US
Chief Data Strategy Officer
Interviewed April 23, 2019
Edwin Miranda
KOI IXS
CEO
Interviewed April 24, 2019
Jackie Mockridge Mattina
360i
Senior Vice President, Consumer Insights and Analysis
Interviewed April 26, 2019
April Mullen
Selligent Marketing Cloud
Director, Consumer-First Marketing Adoption
Interviewed April 25, 2019
John Nardone
Flashtalking
CEO
Interviewed April 24, 2019
John Nash
Redpoint Global
Chief Marketing and Strategy Officer
Interviewed June 6, 2019
Doug Novack
Google
Managing Director, Business and Industrial Markets
Interviewed April 25, 2019
Chris O’Hara
Salesforce Marketing Cloud
Vice President, Product Marketing
Interviewed April 15, 2019
Aubrie Pagano
Bow & Drape
Co-Founder, CEO
Interviewed April 25, 2019
Jen Parbus
Neo USA
Partner, Director
Interviewed April 25, 2019
Alexis Perlmutter
Civis Analytics
Lead Product Manager
Interviewed April 16, 2019
Fabian Seelbach
Curology
CMO
Interviewed April 30, 2019
John Stauffer
DEG Digital
Managing Director, Strategic Planning and Channel Strategy
Interviewed April 23, 2019
Todd Thompson
RRD Marketing Solutions
Senior Vice President of Data, Insights and Customer Engagement
Interviewed April 24, 2019
Jonathan Williams
Civis Analytics
Applied Data Science Lead
Interviewed April 16, 2019
Dennis Becker
Mobivity
CEO
Interviewed April 23, 2019
TJ Prebil
Evergage
Director of Product Marketing
Interviewed May 9, 2019
Kelsey Robinson
McKinsey & Co.
Partner
Interviewed May 17, 2019
Jay Tandan
Ben & Jerry's
US Digital Marketing Manager
Interviewed April 22, 2019
Andy Zimmerman
Evergage
CMO
Interviewed May 9, 2019

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authors

Nicole Perrin

Contributors

Ross Benes
Analyst
Lauren Fisher
Principal Analyst
Lucy Koch
Junior Analyst
Jillian Ryan
Principal Analyst
Tracy Tang
Senior Researcher