Build for Change: Paid Media and Next Best Action
Paid campaigns are often very generic, showcasing ads that don’t match the customer’s situation, showing products they may have already bought, or trying to upsell a customer that you should instead focus on retaining. Pega Marketing changes the game – and enables you to execute Paid Media campaigns with the same targeted, precise, and customer-centric strategies you apply across all your other touchpoints.
As a marketer, you know that an effective paid media strategy is a critical part of hitting your revenue targets. Paid ads let you reach new prospects, and reconnect with existing customers outside of your owned properties, expanding your footprint by targeting potential purchasers wherever and whenever they go online.
This can take many forms within a program. Targeted campaigns on Facebook or Google, prospect audiences on Twitter or LinkedIn, CRM onboarded or cookie-based re targeted display ads. The combinations are almost unlimited. But few of these techniques leverage a full enterprise view of the customer to drive the type of precision, standardization, and control you expect from your owned marketing channels. Too often, you lack a full view of the context of the customer. And as a result, you often end up with ads that don't meet the customer's need, showing products they may have already bought, or trying to upsell a customer that you should focus on retaining.
Pega Marketing, powered by the Pega Customer Decision Hub, enables marketers to execute paid media campaigns using the same targeted and precise customer-centric strategies they apply across all their other touchpoints. Using Pega, you can apply realtime analytics and decisioning to determine the next best action, whether that be an offer, retention plan, or service case. You can do this at the right time, on the right channel, whether that channel is inbound, outbound, or paid.
By integrating Pega into your media buy, you empower you paid search, social, and display campaigns to leverage the full potential of one-to-one enterprise data to interact intelligently with each customer. Pega's decisioning engine learns and builds predictive and adaptive models with every interaction on your own channels, and uses that intelligence to increase the relevance of the advertisements on your paid channels.
You can also find new ways to expand your audience, leveraging predictive attributes collected about your customers to find similar individuals on paid channels. And once you've identified those individuals, Pega helps optimize you ad spend and reduce advertising fatigue by constantly rebalancing customer and business needs as the individual interacts with your brand.
When a customer makes a purchase, demonstrates new tendencies, or shows a lack of interest, Pega can recognize that context and pivot the treatment, ensuring that you're not wasting resources or customer mind share by investing in ads that won't be productive.
Pega Marketing makes operationalizing a consistent and optimized customer experience across paid media channels a reality, and enables your organization to build personalized relationships with very customer and prospect at each stage of their unique customer journey.
Our world is constantly changing. Only Pega lets you build for change.
Product Area: Marketing
Topic: Decision Management
Challenge: 1-to-1 Marketing