As the 2024 holiday season approaches, DTC brand marketers are gearing up for one of the most critical times of the year. The stakes are high, and the competition is fierce. To stand out and drive net new customer acquisition, it’s essential to have a robust strategy in place. This blog post will explore key user acquisition strategies that drive ROAS, emphasizing the importance of reliable ROAS data, transparent channels, effective attribution models, and superior content.
Channels Owe Reliable ROAS Data to Marketers
In today’s data-driven marketing landscape, accessing reliable ROAS data is non-negotiable. Marketers need to know which channels deliver the best investment returns. This data is crucial for making informed decisions and optimizing marketing spend.
- Data Transparency: Channels should provide clear and transparent data on performance metrics, including click-through rates, conversion rates, and customer acquisition costs. This data allows marketers to assess the effectiveness of their campaigns.
- Real-Time Reporting: Access to real-time data allows marketers to adjust their strategies quickly. If a particular channel isn’t performing as expected, marketers can reallocate their budget to more effective channels, ensuring that every dollar spent drives maximum ROAS.
- Benchmarking: Reliable ROAS data also enables marketers to benchmark their performance against industry standards. This helps them set realistic goals and measure success accurately.
Channels Should Help Marketers Prove the Effectiveness of Marketing Spend
It’s not enough for channels to provide data; they must also help marketers prove the effectiveness of their marketing spend by offering tools and insights that demonstrate the value of their services.
- Attribution Models: Effective attribution models are essential for understanding the customer journey and identifying which touchpoints drive conversions. Channels should support multi-touch attribution models that give credit to all customer interactions with a brand before making a purchase.
- Customizable Dashboards: Channels should offer customizable dashboards that allow marketers to visualize their data in a way that makes sense for their business. This helps them identify trends, spot opportunities, and make data-driven decisions.
- Case Studies and Success Stories: Providing case studies and success stories can help marketers see the potential ROAS of using a particular channel. These real-world examples offer valuable insights into how other brands have achieved success and can serve as a blueprint for new campaigns.
Performance Marketing Channels Should Not Be Black Boxes
Transparency is critical when choosing marketing channels. Channels that operate as black boxes offering little to no insight into their algorithms and data can harm a marketer’s strategy.
- Algorithm Transparency: Channels should be open about how their algorithms work. This includes how they rank ads, determine relevance, and allocate budget. Understanding these factors can help marketers optimize their campaigns for better performance.
- Data Ownership: Marketers should own their data in full. Channels that restrict access to data or make it difficult to export and analyze can hinder a marketer’s ability to make informed decisions.
- Open Communication: Channels should maintain open lines of communication with marketers. This includes providing regular updates on algorithm changes, new features, and best practices. A collaborative approach ensures marketers are always in the loop and can adapt their strategies accordingly.
Nift Works Together with Marketers to Measure Success
At Nift, we understand the importance of collaboration in achieving marketing success. We work closely with our partners to measure the effectiveness of their campaigns and ensure they are getting the best possible ROAS.
- Collaborative Planning: We start by working with marketers to develop a comprehensive plan that aligns with their goals. This includes identifying key performance indicators (KPIs), setting benchmarks, and outlining a clear strategy for success.
- Ongoing Support: Our team provides ongoing support throughout the campaign, offering insights and recommendations based on real-time data. This collaborative approach ensures that marketers can make informed decisions and optimize their strategies for maximum impact.
- Detailed Reporting: We provide detailed reports that highlight each campaign’s performance. These reports include insights into customer behavior, conversion rates, and overall ROAS. By working together, we help marketers prove the effectiveness of their marketing spend and achieve their goals.
Attribution Models Are an Important Part of ROAS
Understanding the customer journey is crucial for driving ROAS. Attribution models play a vital role in this process by helping marketers identify which touchpoints are most effective in driving conversions.
- Single-Touch vs. Multi-Touch Attribution: Single-touch attribution models, such as first-click or last-click, credit only one touchpoint in the customer journey. While simple, these models can overlook the impact of other interactions. Multi-touch attribution models, on the other hand, provide a more comprehensive view by crediting all touchpoints. This helps marketers understand the full customer journey and optimize their strategies accordingly.
- Data-Driven Attribution: Data-driven attribution models use machine learning to analyze the impact of each touchpoint on conversions. This approach provides a more accurate and nuanced understanding of the customer journey, allowing marketers to allocate their budget more effectively.
- Custom Attribution Models: Every business and its customer journeys are unique. Custom attribution models allow marketers to tailor their approach based on their needs and goals. This ensures that they measure success in a way that aligns with their business objectives.
Content Delivers a Superior Customer Experience
Content is at the heart of any successful marketing strategy. High-quality content attracts and engages customers, delivering a superior customer experience that drives conversions.
- Personalization: Personalized content resonates more with customers and can significantly improve engagement and conversion rates. Marketers can create content that speaks directly to their audience’s needs and preferences by leveraging data and insights.
- Value-Driven Content: Content that provides value to customers, such as educational articles, how-to guides, and product reviews, can build trust and credibility. This type of content positions the brand as an authority in its field and encourages customers to make informed purchasing decisions.
- Multi-Channel Content Strategy: A multi-channel content strategy ensures customers can engage with the brand across various touchpoints. This includes social media, email marketing, blogs, and more. By delivering consistent and high-quality content across all channels, marketers can create a seamless and enjoyable customer experience.
By focusing on these user acquisition strategies, DTC brand marketers can prepare for the 2024 holiday season and drive significant ROAS. At Nift, we are committed to helping our brands succeed by providing the tools, insights, and support they need to achieve their goals. Let’s make this holiday season the best one yet!
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About the Author
Cynthia LaRue is the Vice President of Marketing at Nift, where she develops an integrated sales and marketing growth strategy to elevate the Nift brand, foster customer awareness, and drive brand preference across various marketing channels.
Cynthia’s passion lies in leveraging digital platforms to connect with customers innovatively, driving demand for Nift. Collaborating closely with the Sales Team, she spearheads efforts to transform capabilities and stay ahead in the ever-evolving e-commerce industry. Her commitment to fostering diverse and engaged teams is at the core of her approach.
Throughout her career, Cynthia has navigated both scrappy startups and global enterprises. Before joining Nift, she served as the Head of Marketing for ShipStation. Her impressive track record includes pivotal roles at Fortune 500 organizations such as The Home Depot and Mars, where she focused on digital e-commerce and held P&L responsibilities for the M&M’s brand.
Outside of work, Cynthia resides in the greater Houston, TX, area with her husband. She indulges her creativity by designing jewelry, exploring hiking trails, kayaking, swimming, and writing. Cynthia holds a dual degree in management and an MBA from Belhaven University, where she graduated Summa Cum Laude.
