Many marketers are finding the cost of digital marketing skyrocketing in comparison to the rates they were paying just 4 or 5 years ago.  This sentiment encompasses many forms of what would be considered “traditional digital marketing channels” including display, social & search.  It’s a crowded field too.  With all the marketers competing for the same eyeballs, the higher cost makes it more difficult to see the kind of return marketers have been accustomed to.

There are other forms of digital marketing available.  What is known as Digital Listening and Social Linkage is a process whereby keyword search, domains, and social page visits can be leveraged for real-time email retargeting.

Digital Listening includes keyword searches and domain visits.  The marketer directs the service provider to “listen” for keywords and domains relevant to their own brand & products or those of their competitors.  Digital Listening gets your brand in front of consumers when they are in-market for your products or products in your category before they have made a purchasing decision.

Social Linkage is capturing social page followers of any fan page including the marketer’s social fan pages or those of competitors but unlike Digital Listening (where the consumer is pre-engaged), the assumption is, if a consumer is following a brand or a competitive brand, that consumer has an affinity to that brand and have demonstrated engagement.

Either way, whether you use Digital Listening or Social Linkage, the entire process is customizable to the marketer’s needs and target audience.  The marketer dictates the keywords, domains, and social pages to follow and has the flexibility to do only Digital Listening (in-market consumers) Social Linkage (consumers already engaged), or both channels.  Either way, once an online activity is detected, a proprietary process captures that action, and a device ID such as a MAID allow the record to be converted into an email address that corresponds to that device ID and has been opted-in for third party offers. 

These email addresses that have been opted-in for third party marketing offers typically will contain a date & time stamp for exactly when that record was permissioned.

Once an online activity is detected, captured, and matched to an email record opted-in for third party marketing offers, an email marketing offer can be deployed to those records in real time kicking off a traditional email acquisition nurture campaign.  The marketer controls the elements listened to or linked to, the creative, and the frequency & cadence of the email nurture campaign.

The greatest benefit of these Digital Listening & Social Linkage campaigns is the marketer owns the data that comes from the program.  Once the provider’s nurture campaign completes, the marketer can then deploy using the provider’s deployment response coding such as Opens & Clicks to optimize their own deployment of these records.

Typically, you should see Open Rates of 20% to 30% & Open-to-Click Rates of 8% to 10% on average when your provider deploys on your behalf.

At North American Media, we can assist you with your Digital Listening & Social Linkage needs. We also specialize in helping our clients create robust, effective, mail pieces and direct mail campaigns. Our variety of services can be customized to suit your business goals, and we have packages that can work with a range of budgets. No matter the size of your organization, we can help you target your audience, acquire & retain customers, and build your reputation among your audience as a company they can trust. Our full line of services includes print media advertising in newspapers & magazines, direct mail marketing, digital marketing, alternative media/inserts, radio & TV advertising, list brokerage, data solutions, list fulfillment, and list management. If you need assistance creating a robust marketing program, consider working with North American Media.

For more information about growing your business, contact us at (475) 256-0303.

David Klein