Navigating the Modern Marketing Landscape

Marketing has undergone a significant, data-driven transformation in recent years. Gone are the days when the customer path to purchase followed a linear and predictable trajectory. In the past, a brand’s marketing department controlled single-direction messaging and narratives, and reaching a significant number of customers and prospects simply required a few broad-reaching media channels.

The landscape has changed dramatically. Today’s marketing department challenges are characterized by intricate complexities. There are now hundreds of directly and indirectly connected touchpoints scattered along the customer journey. Brands maintain control over certain touchpoints, such as website interactions, advertising campaigns, and in-person meetings at trade shows. On the flip side, they have little influence over touchpoints like customer reviews, social media mentions, and online forum discussions. Factor in the deluge of data and the multitude of tools, platforms, systems, and vendors required to manage it all, and marketing complexity can quickly spiral out of control.

Ignoring this shift is not a viable option. To thrive today and tomorrow, brands must embrace digital transformation and reimagine their marketing strategies to engage with highly connected and tech-savvy consumers.

For over two decades, Imaginuity® has been helping client marketing departments manage and take advantage of marketing change, blending imaginative thinking with innovative technologies and uncommon ingenuity to deliver exceptional results for clients and their customers. Our integrated services encompass Brand Experience, Technology, Media, and SEO, accompanying consumers through every stage of the customer journey, from awareness to conversion to loyalty. Central to our approach are our unique platforms, Pylot® and AdScience®, which consolidate core functions into single, cohesive ecosystems, resulting in enhanced efficiencies, increased productivity, and superior marketing outcomes.

Pylot is a user-friendly, all-in-one digital marketing platform designed to streamline multi-location website development, management, and integrated marketing services. Utilizing a modular design system, Pylot enables multiple websites to maintain a consistent look and feel while allowing for local customization. This can be achieved at scale and with a speed that was previously unimaginable. 

Within Pylot, you’ll find everything you need to launch fully functional websites and execute localized marketing campaigns, all conveniently housed in one place. The level of local flexibility is entirely up to you.

AdScience, our proprietary customer data platform, is the linchpin of data-driven marketing. It collects, analyzes, and activates first-, second-, and third-party customer data, resulting in robust, actionable customer and lookalike profiles. AdScience powers insightful media planning and enables efficient campaign execution at the national, regional, or local level. Crystal-clear performance visualizations allow you to monitor results in real time, facilitating adjustments to optimize media spend on the fly.

One of AdScience's game-changing features is its innovative approach to campaign attribution. While many marketing teams still rely on last-touch attribution to measure campaign success, this approach often provides an incomplete picture. AdScience offers precise insights, eliminating the guesswork of advertising performance and revealing which media channels work in tandem to generate the best outcomes for your business.