Customers ‘3.5 times more likely to buy after multichannel experience’- Rakuten


Advertisers using a combination of affiliate and display are 3.5 times more likely to convert a prospect into a customer than if they used those marketing channels separately, according to new research from Rakuten marketing.

The news comes as the firm launches a new omnichannel technology platform, Cadence, providing marketers with a single view into real-time performance across channels.

Jessica Joines has been appointed as chief marketing officer and will be overseeing the company’s global marketing and public relations efforts.

This year the company launched a new structural alignment of digital marketing offerings. Globally this includes display, mobile, search, affiliate, retargeting, lead generation, and automated product feeds. In the next stage of that alignment, Rakuten Marketing is introducing an omnichannel technology platform and has appointed its first chief marketing officer.

Yaz Iida, chief executive officer of Rakuten Marketing, explains, “As a unified business, Rakuten Marketing’s focus is to simplify the increasingly complex challenges that marketing professionals face by delivering insight and analysis through the new Cadence platform. Rakuten Marketing’s integrated approach, which encompasses analytical insights, tools, and e-commerce expertise will save marketing professionals significant time and allow them to better focus on identifying the best strategy and actions to yield positive results.”

Iida continues, “Rakuten Marketing will use a variety of technologies, as well as the insights of highly experienced service teams to support the evolution of digital marketing as it responds to the ever-changing demands of modern consumers.”

Rakuten Marketing’s new omnichannel optimisation product “Cadence” addresses a growing challenge facing today’s digital marketer by providing marketing teams and professionals with a single, consistent, view into real-time performance across all communication channels. This eliminates inconsistencies when measuring or reconciling campaign results, and offers marketers a clear understanding of which channel to use at any given point in the campaign to glean the best results, saving significant time and financial cost.

The Cadence platform allows for deeper attribution analysis into specific behaviours. For example, how many times is a customer exposed to a message before making a purchase, what is the cost of customer acquisition, and what is the impact of combining marketing channels to increase revenue.

“At Lancôme we often need to integrate different technologies into one campaign so the idea of being able to streamline and simplify that process is compelling,” said Alessio Rossi, vice president of Interactive Marketing, Lancôme Paris. “We rely on Rakuten Marketing’s dynamic display and affiliate offerings to increase awareness, engage customers, and ultimately drive sales on top of learning how customers’ decisions form as they receive different marketing inputs. We are confident this approach will allow us to drive even greater results both online and offline."

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