More than a third of marketers are leveraging data, martech targeting tools and integrated strategies that didn’t exist five years ago. This has been a boon, particularly, for small-to-mid-sized companies looking to level the playing field with larger marketers who had dominated with traditional buys and budgets – big budgets – for decades. Outmoded “pay and spray” strategies and the tactics generally ascribed to them are being rapidly supplanted by new-gen data technologies and highly-targeted approaches that are not only more effective, but more cost efficient. These have evolved specifically to leverage a single view of key audiences and to create a singular connected customer experience once an audience has been identified.
This was the foundation upon which The Basement, with a myriad of resource partners including Centro, placemedia and Samba TV, built its innovative, automated marketing platform for the Schlage Lock Company. Between 2016 and 2018, the Schlage marketing team replaced traditional advertising and marketing communications with a data-informed, always-on initiative that connected across multiple touchpoints and integrated channels. The result, indexed against KPI:
- 60% lift in ad efficiency
- 6x improvement in creative performance
- 50% YoY increases in qualified leads delivered to eComm
- 3x increase in ROI
As of this writing, the program continues to collect data and evolve. This forwards a look at the situation facing the agency teams, the challenges inherent in Schlage’s marketing ecosystem and the solutions at which Schlage, The Basement and their partners collaboratively arrived.