Unleashing The Power of Identity Marketing

By The Malketeer

In the ever-evolving landscape of marketing, finding the right approach can seem like a mythical quest. Marketers are challenged to decipher customer behaviours and weave campaigns that truly make an impact on their business. With the right marketing technology, you can turn this quest into a reality, creating higher-performing campaigns that resonate with your Malaysian audience.

Enter the realm of Customer Data Platforms (CDPs), your trusty tools on this marketing adventure. These platforms, when coupled with identity resolution, can unveil customer insights,and pave the way for personalised marketing experiences. Let’s explore why identity is the key factor in crafting stronger campaigns in the Malaysian market.

Building a Strong Foundation

To embark on a connected customer experience, you need the right foundation. However, customer data is often fragmented due to various identifiers like email addresses and third-party cookies. Imagine a person with multiple email addresses appearing as several individuals when executing digital campaigns – a hazardous situation for marketers!

The solution lies in unifying customer data. CDPs, with native identity capabilities, deduplicate and organise data, making it more usable for marketers. These platforms link different identifiers to create a cross-channel profile, completing it with additional attributes, preferences, and behaviours.

Some CDPs even enhance data by incorporating external sources such as demographic and location history, creating more robust customer profiles.

Actionable Insights Matter

Better customer data gives you an edge in media activation. Holistic customer profiles offer a complete picture of preferences, purchase behaviour, and more. No more “spray and pray” tactics; instead, you can tailor marketing experiences to the right people, on the right channels, at the right time.

Enhanced data also improves journey analysis and orchestration. Unified views of individuals enable person-based marketing, allowing marketers to make informed decisions and send instructions to delivery systems for execution.

The Power of Closed-Loop Measurement

Person-based marketing facilitates person-based measurement across owned and paid channels. By observing individual behaviours alongside broader customer patterns, you can identify trends on both individual and aggregate levels. This transparency is key to testing and refining strategies for better campaign performance.

Injecting these insights back into your strategies ensures you rely on accurate, actionable data to steer your marketing campaigns.

Create Persistent, Personable Marketing

Ultimately, identity lays the groundwork for high-performance campaigns from start to finish. It unifies data, enables enrichment, reduces media waste, and provides the key to measurement. Unified and enriched customer profiles inform campaigns that work harder, reduce ad waste, and produce performance insights that contribute to continuous improvement.

Brands in Malaysia don’t need mythical enchanted artifacts for marketing magic. With the right marketing technology, you can shape your marketing destiny and create campaigns that resonate with your Malaysian audience, driving success in the dynamic world of marketing.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




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