In the constant pursuit of convenience, the various media and technologies that we use daily are now on a path of continuous convergence. TV, phone, the internet, and social networking are, more often than not, integrated processes, and often on a single device.
Every year there is a new device with new capabilities that help you access all of your relevant communication channels, as well as specific applications such as banking, gaming, and other lifestyle needs and interests. The consuming public is growing more and more accustomed to having all of their media channels aggregated and right at their fingertips, which presents an exciting paradigm for digital advertisers.
In addition, there is increasing ability to extend the offline world online, and we are moving closer and closer to that concept. Sites like Foursquare offer coupons for various products and services based on real geographic locations where users "check in" via mobile devices. A concept like that is brilliant for consumers because it's not only fun, but also offers them practical value while allowing the brands they use to converse with them in a convenient, instantaneous manner.
As these worlds collide, the various data streams generated by these disparate channels can provide a thorough, holistic view of your target customer. However, in order to actualize this data, find ideal audiences, and get the right message in front of consumers via the channels they use, advertisers must also find a way to blend online and offline behavioral data.
In the not too distant past, they had to approach these various media channels individually. But audience targeting can offer them a way to gather data from many channels, both online and offline, and integrate them into a single anonymous view that drives revenue and increases relevance in the consumer experience.
Offline behaviors, such as shopping with coupons or value cards and filling out customer satisfaction surveys in restaurants, have an online correlation, whether it is opting into newsletters or email coupons. Using applications via mobile devices has a similar correlation. Using advanced audience targeting technology, these behaviors can be aggregated alongside the traditional search, behavioral, geographic, and demographic data that is collected online to place individual users into accurate audience segments.
Technology is ultimately the key to putting these audiences into practice. A comprehensive platform that includes quality data and the reach to get your messages out via all available channels makes the most of your audience intelligence and ensures consistency in communication across the board.
Privacy considerations also obviously come into play because of the many channels involved and the transiency of the data. It is important for advertisers to know that the partners they are working with to access data are following industry best practices regarding gathering and anonymity of data.
An advisable path is to partner with a network or organization that verifies its third-party partners on your behalf and can vouch for the origins of their data. This also ensures that all parties are abiding by the same privacy policies and are held to them by a single trustworthy entity.
Competing messages on various channels waste resources and leave more room for errors and irrelevant messages. Marketers see the most success when they reach individual consumers in the way they want to be reached, via the channels they use. The convergence of digital media offers advertisers an opportunity to leverage audience targeting data and technology to streamline communications for true relevance and convenience for the consumer, which ultimately boosts the potential for return.
Jeff Hirsch is president and CEO of AudienceScience.
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