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NUMATEC, a holding company focused on media and Martech ventures across the globe, announced the launch of EKN, a data-driven omni-channel buy-side media company that provides access to digital advertising inventory for display, video, social, mobile, native, and more.

NUMATEC established EKN by acquiring selected assets from Eikon Digital that are focused on providing trading and technology services to agencies and clients as well as premium media representation for both the U.S. and Pan-regional markets.

EKN is an answer to challenges market participants have. We are technology agnostic, more of a consultant than a technology provider.

EKN uses a number of leading platforms (such as DSPs, SSPs, and DMPs) to help clients achieve their goals through the EKN trading desk. EKN delivers effective results through its omni-channel buying capabilities, partnerships with the largest data providers, and best-in-class reporting, with solutions including:

  • Data—Data enrichment, Mapping, and Privacy
  • Media—Programmatic display, Connected TV and OTT, Mobile and desktop video, Search and Social
  • Reporting—Data integration, Custom dashboards, and Insights Analysis

Regarding the place EKN will be taking in the MarTech  and Ad-Tech ecosystem, Alejandro Leon, CEO Caribe – Centro America – Peru at EKN. tells Portada that EKN “is not a DSP, rather we are an answer to challenges  market participants have. We are technology agnostic, more of a consultant than a technology provider. We work with different DSPs, DMPs, SSPs and ad-serving technologies to optimize our clients  media buys and campaigns.”

“Our new and existing clients are able to run campaigns in every online media channel, while executing
on multiple strategies to influence consumer behavior. We use the marketing cloud through display, e-mail, SMS in a real omnichannel way. Best of all, our insightful reporting means continuous optimization and unmatched insights,” Leon notes.

Adding Value to the Media Buy

According to Leon, EKN has invested in a strategic team that adds value to the media buy and recommends strategies  and provides insights for campaign optimization. “We are partners for agencies, we do not sell any products, we sell a strategy and results for brands.  In the U.S. we work with brands and in Latin America more with agencies,” Leon adds.

EKN’s Approach to Trading Desks

Leon notes that EKN uses a traditional trading desk but adds data insights and graphs to provide a very professional reporting . “For reporting we use Datorama, which was acquired by Salesforce a few years ago. Datorama also includes historical data and other references and provides richer data.”

Alejandro Leon, CEO Caribe – Centro America – Peru at EKN Solutions

Regarding the up-coming cookieless world, Leon notes that
“cookies are not disappearing but being transformed into something that is not 100% clear. Brands are more and more able to get their own data . At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.”

At EKN we help brands create and enrich data and use that primary data to make more intelligent and efficient buys.

EKN Clients

Leon notes that EKN works with  U.S. Hispanic clients but also has a specialized practice for Travel and Tourism in the U.S. which includes train lines, car rentals and airlines. “In Latin America we work with the top 500 global brands including Unilever, Procter & Gamble, Pizza Hut and many others.”

Recently created NUMATEC, of which EKN is a holding company,  comprehends more than 300 employees in 22 countries, in Europe and U.S. and Latin America,  and is led by a team of entrepreneurs who have successfully founded and exited multiple ventures, and now pool their resources and companies under one umbrella. Check out our recent interview with NUMATEC’s CEO Giuliano Stiglitz!

 

Engaging customers in a multi-channel world is one of the most challenging tasks for brand marketing decision makers today. According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed. Effective multi-channel marketing is a key discussion point at Portada Council System meetings. Learn how leading brand marketers in Portada’s Council System find solutions to multi-channel marketing challenges.

Kick-off Facts 

– According to a study conducted by Salesforce, 27% of retail and consumer goods marketers describe their channel coordination as generally siloed, and 33% describe it as dynamically coordinated.

Only 9% of marketers currently engage customers across multiple channels on a consistent basis (DMA/ANA).

– Compared to single-channel shoppers, customers engaging in multi-channel strategies spend 3x more. (Pure360)

Three Multi-Channel Marketing Challenges for Portada Council System Members

1. Choosing the right channel(s)

Understanding the right channel for individual consumers depending on factors including demographics. We have to serve our customers in the channels they want to be served.
Related comment: “Although customers are multi-channel, one platform made them pull the trigger”
Practical example: If a company only offers a call center as a means of customer service, it excludes all the customers who prefer fully digital transactions over interacting with phone operators.

2. Having channel-agnostic customer engagement tracking technology

Having advanced technology to track the consumer through different platforms while delivering the same message and service quality independent from which channel is being used.
Related comment: We only track consumers’ behavior online, but we can’t track their offline activity.

3. Adapt messaging across various channels for delivering a consistent consumer experience 

People interpret the message differently according to each channel. Platforms should be handled in the right way.

Portada Council System

If you are interested in joining the Portada Council System, our year-round knowledge sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.

Four Solutions Suggested by Portada Council System Members for Better Engaging Your Customer in a Multi-Channel World

1. Make sure technology is on your side. New tools are there; they should be an enabler, not a barrier

Portada Council System

Take your multi-channel customers to the cloud so that all touchpoints converge there. Whether online, on the phone, or at the kiosk, all the data is on the cloud.

2. Use attribution models. Make sure you know where clients are really coming from

Get to know  your customer by looking at their behavior and offer an experience that really fits their lifestyle persona.

3. Look at customer purchases and service requests as two different models

We should not mix the two messages; one is selling and another is customer service.

Practical Example:
An airline knows when a passenger has had a bad experience during their previous flight. A flight-attendant has the information about this passenger on a subsequent flight and offers an apology.
Caveat:
AI can help, but bear in mind privacy issues. (AI like Alexa listens to private conversations to generate purchase intent)

4. Make sure consumers know that the brand is a long-term provider

Make sure the customer knows that we as providers can actually take into account their lifelong value as a customer, unlike intermediaries which are entirely price-driven.

 

2020 opportunities

If you are interested in joining the Portada Council System, our year-round knowledge-sharing and networking platform, find out more here or contact us here if you are marketing services supplier and here if you are a brand marketer.