Acxiom Retail Shift Podcast | Let’s Get Digital

Consumers and businesses are in an unprecedented state of disruption due to C19, stay at home orders, and the constant barrage of news about the pandemic. While everyone craves getting back to normal, the reality is that as we turn the corner toward recovery, we will have a “new” normal. Our behaviors have changed out of necessity in terms of work from home, online ordering and curbside pickup, scarcity and hoarding of home goods and essentials, etc.

For Brands, never has there been a better time to get digital and addressable when it comes to connecting with consumers. Brands need to reach consumers where they are, whether it be online, streaming services, and yes direct mail. To do this well, you’ve got to be addressable and data-driven in all channels.

So what do I mean when I say addressable? There are two ways to think about it really. First you have addressable Media, and the ability for a brand to create high value audiences to target and connect with specific people across different mediums or channels. Then you have Addressable Activation, which is the process of activating those audiences to target those known users you have across those mediums and measure the results at the person level. And in these trying times, this kind of precision in targeting and measuring media and advertising is essential to gaining effectiveness and efficiency in reaching and engaging with those consumers who are more likely to re-join the economy now in a way that limits media waste.

I recently sat down with David James Stewart, a digital marketing channel expert for to discuss the ways a brand can create and activate audiences to onboard and relevantly message consumers in and addressable channel to make your advertising and media investments – large or small – more impactful in today’s disrupted environment.

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