What is Universal Marketing?


The Current Shape of Marketing

If you are involved in digital media planning or buying, these statistics will confirm what you already know: In 2019, according to Yotpo & Magento, social media is the number one acquisition channel for direct-to-consumer brands, at sixty-one percent, followed by SEO (fifty-one percent) and direct traffic (fifty percent).

You’ll also know that Facebook remains the dominant social media platform, with the combined force of Facebook, Instagram, Messenger and the off-platform reach provided by the Facebook Audience Network. The same study reports that marketers expect to increase their spend on Facebook ads by fifty-two percent and on Instagram ads by forty-nine percent in 2019.

And of course, Google remains the dominant advertising platform globally, capturing $104 billion in net ad spend compared to Facebook’s mere $67 billion. In addition to its search engine and YouTube platform, Google is also the effective gateway to most news and media publishing sites.

This shared dominance of Google and Facebook presents a very specific problem for marketers who struggle to accurately attribute revenue to their buying spend.

Priorities Remain, Complexity Expands

According to Ascend2, the top three strategic priorities for marketers in 2019 remain

1. Increasing marketing ROI

2. Improving marketing efficiency

3. Attributing revenue to marketing

The shift in focus to social media, however, has made achieving performance indicators more complex. The top three indicators are

1. Growing eCommerce sales

2. Acquiring new customers

3. Improving funnel conversion metrics

You are probably one of the many marketers using a myriad of technologies to reach these objectives. In the UK, brands are spending twenty-three percent of their marketing budgets on ‘martech’ solutions to drive performance improvements across email, social media, content marketing, analytics, insights and advertising, according to BDO & Warc.

And fifty-three percent of marketers say their single biggest obstacle to achieving their goals is the difficulty in integrating disparate systems.

They, and most likely you, have found that this complexity doesn’t allow marketers to accurately attribute revenue to specific activities or drive meaningful improvements in ROI.

It is no surprise that fifty-three percent of marketers are currently obsessing over conversion rate optimisation. A one percentage point lift in a conversion rate of one percent can lead to a doubling of revenue.

The focus on managing consumers through a brand’s unique purchase journey has shone a light onto the dangers of a narrow focus on last-click attribution. Today’s marketer fully appreciates the need to invest in maximising throughput at all stages in their funnel, both pre- and post-purchase, both online and in store.

If you had all the time and skilled staff at your demand, you would know how to improve your performance indicators. But in trying to reconcile the statistics from disparate systems and campaign components, much of your time, and the significance of some data, is lost.

Introducing Universal Marketing

Imagine a scenario in which you can dynamically adjust your marketing spend towards an individual consumer based on their previous engagement with your brand, their customer history and the relative cost to address that consumer based on competitor activity. With Bionic® we can help achieve that nirvana.

What is Universal Marketing

On a daily basis, Bionic automates the marketing processes that you already undertake manually. Our intelligent application learns, in real time, which consumer cohorts are more likely to convert based on their engagement with your brand and your own experiences with similar customers. Leads are directed in real time to your local office or appropriate call centre team.

Bids and budgets are continuously adapted to find you the highest-converting customer at the lowest possible price.

The term Universal Marketing is used to describe the concept of seamlessly creating and optimising cross-platform marketing campaigns using a single interface.

One of the most significant optimisation challenges exists because of the seemingly unbridgeable gap between Google and Facebook. This year, these two platforms alone will account for around seventy-five percent of the total digital ad spend in the UK. Inability to meaningfully attribute revenue from the disparate statistics generated by these two platforms is a growing problem.

Bionic is the only platform that enables marketers to create one campaign and publish it across search, display, video and social channels. This creates an effortless approach to unified revenue attribution and reporting, across all channels.

In addition, the social marketing components of campaigns can be optimised in real time based on performance relative to other components.

Best of all, you don’t need to devote weeks of your life learning to use the software tools. Your Bionic plan includes the services of a dedicated concierge team as your in-house social marketing team.

Bionic’s agency partners are already leveraging the Universal Marketing Bridge™ to realise such benefits as

  • Reduced effort and errors in creating cross-platform ad campaigns

  • Untangling reporting and revenue attribution with a single source of truth

  • Much more granular reporting capabilities

  • Significantly lower time spend optimising campaign performance

  • Greatly improve Return on Ad Spend (ROAS) across the entire campaign

One of our agency partners is realising savings of up to 14 hours per month on creating campaigns for a larger client. Talk to us to learn about how one of our agency partners achieved a 55% drop in Cost Per Lead within the first month of introducing the Universal Marketing Bridge to their campaigns.

We are so confident in the value we provide, we are happy to craft a proof-of-concept campaign for you, at no charge. Start your journey today!

“The Universal Marketing Bridge from Bionic vastly improved internal processes and realised significant operational efficiencies in our business. For large UK clients, we save roughly 8-14 hours per month.”

Nick Cudahy, Director, All Response Media

“Retail stores will continue to be an important part of our business and, with Bionic, we can marry the unique experience of a store with the data and optimisation benefits of online to offline retail.”

Gary Kibble, Director of Global Brand Marketing, Mothercare

If you would like to find out more about the Bionic product offering please don’t hesitate to get in touch.

Brendan Hughes