Winning at Marketing with Connected Platform Audiences (CPA)

20 Oct. 2019 - - Total Reads 4,326

Google's Zero Moment of Truth

Today the marketing challenge isn’t on pathway, its many. But with everyone running multi-touch campaigns means we are hitting saturation for great returns. Sure, you can still win big in these places, but it is connecting and tracking individuals across channels that is turning on massive wins and return.

In 2011, The “Zero Moment of Truth” was researched and branded by Google. It follows from the “First Moment of Truth” a concept in traditional marketing, when people got to the shelf in a store, which product they were going to grab. Almost a decade ago, Google found we used over 10 sources of information before making a purchasing decision. So the question is, how do we cut through the noise and ensure that final decision is for our product or service?

Google's Zero Moment of Truth

Noise is everywhere these days, inescapable. Even when new platforms trend, like in 2019 we saw Tic-Toc hit the mainstream, brands and celebrities scramble to get on it, and the window to grab free or cheap traction is extremely limited.

Connected Platform Audiences (CPA) is now leading the charge of all digital engagement. It is far from split testing, which basically makes platforms more money while you “test” creative. CPA is knowing how to sync technology with cut-through creative. This is traditional mad-men marketing married with network technology. When building campaigns, we ask ourselves two questions – how persuasive is it? and how can we connect this across our platforms? 

Most think that building an ‘owned’ audience like EDM, Social following, web traffic, and pushing out a campaign to ‘hit’ them all at once is that connectivity. But it is far more than a singular multi-touch campaign.

Every ad platform has algorithms and bidding aimed to suck out and spend your budget. Even when goals are met as you never know where you sit in the algorithm’s cycle, or when competitors are spending in market. This coupled with smaller windows of opportunity due to too much noise, and more people on mobile (smaller real estate), means those mad-men ideas are important, but not enough.

Split testing, conversion optimisation, CRO, growth hacking and a variety of terms float around to explain how smart digital marketing can be. Digital Marketers have become great at coordinated multi-touch campaigns. But once everyone is on these ideas, they saturate, and the expense to play in these fields can be prohibitive, even with huge budgets. The biggest problem is, there are often ways to make the excessive data look like exceptional work.

Connected Platform Audiences

Another challenge is the demand for NEW. A campaign can have cut-through but what happens next? Hungry audiences are all pulling the next ideas into market, if not from you the other million or so people trying to market to them. We don’t have time to rest after one good campaign idea. And campaigns are getting shorter and shorter. Once people have seen an ad a few times, they are over it. “Is this ad following me?”. If it didn’t grab the first few times, the age-old adage of 6+ for the same message is dead annoying before 4. So marketing is becoming more like an ongoing narrative. It is exactly why influencers get such great followings, but because it isn’t one pathway anymore, few can really translate it into commercial returns. One of the main reasons we are seeing, is that people need to justify their purchases, not just to themselves, their family, friends, piers etc.

Yes, we can still get great results with silo marketing, eg. direct. But to reduce costs from awareness to conversions, the game has swung back to trusted, organic content. The Zero Moment of Truth couldn’t be more important going into 2020. The best results pushes us into new territory; That cross over between technology and persuasive marketing.

People are always looking for good information to back their choices and pre-validate their decisions. They are actively searching, seeking and today, being introduced to it subtly by marketers. It is the way brands are building huge trust and converting later. It is similar to software platforms building a user base and then turning on the payment gateway later. If there are 10 sources of information going into a decision, then the game to play is build audience trust. This sits in content land, so dial up your SEO and content marketing. But also work out how to get that content to appear on-platforms, for example; Facebook Instant Articles. This is all about helping your customers before selling them.

Audience targeting

And, with pixel tracking and audience building, on social, SEO and edm based platforms, the sophistication and sequencing of this opportunity is becoming the new marketing mainstream. It isn’t the likes on your page, it is the interactions your audience is having with your content, and ensuring those interactions are tracked and captured into audience groups.

CPA Growth and Activation

Audience growth and automation, if not on your radar combines these pathways elegantly. It is the multi-touch marketing or omni-channel marketing but connected through specific digital integrations. The basic ideas overlaid on one of our automation sequences is below;

Growth Automation

An example is having this article, highly SEO’ed then shared into social platforms like Facebook ‘on platform’ through an Instant Article. Facebook like every platform likes people staying on their site and this reduces costs. This earlier interaction before a hard sell, allows us to market to individuals who’ve already warmed to our brand.

This is known as ‘warming-them-up’. It makes sense, as no-one is going to buy something they haven’t heard about, or had their friends talk about, ask their wife about, seen some relevant content, or feel connected to that brand. CPA allows businesses to control more aspects of this ecosystem. It is being in the right places with the right content at the right time, then using the engagement to sell down the line.

Winning Marketing with CPA.

Today to stay ahead of “digital experts” marketers must build engaged audiences, use the platforms not just to buy ads, but to build value on those platforms, the same as we build value into Google’s SEO search results. Warming people up and converting them when we know they are ready to buy. If you start to tie these elements together with platform integrations, you’ll be able to push out aligned content with organic benefits and skyrocket your direct / digital marketing returns.

If you need help with automating your Audience targeting and Growth marketing contact the best Digital Agency in Melbourne.

Michael Simonetti
Posted by:

Post Reads: 4.3K

Share this

Go on, see if you can challenge us on "Winning at Marketing with Connected Platform Audiences (CPA)" - Part of our 168 services at AndMine. We are quick to respond but if you want to go direct, test us during office hours.

Add Your Comment

Trusted by

Parker Lane
Focus On Furniture
Bintani Australia
The Fortune Institute
Sports Power
RMIT University
CSquared Executive
Associated Press
Peter Mac
131 Pizza
Ego Pharmaceuticals
Palace Cinemas
Adobe Professional
Brisbane Times
21st Century Australia Party
DeeWhy Market
Viktoria & Woods
The Canberra Times
Grays Ecommerce
NMI Insurance
Switzer Media+Publishing
POSTER Magazine
SunSense Digital Agency
Melbourne Central
National Relay Services
One Shift
Tomorrow Stars Basketball
Australian Anthill
Florsheim Shoes
Australian Organic Food CO
The Age
NGS Super
Matchbox Homewares
Arc One
Federation University Australia
Hairhouse Warehouse
French Tables
CAN- Common Wealth Bank
McArthur Skincare
Rock Pool Group
The Royal Melbourne Hospital
Ubertas Group
ISO Certified
Dinosaur Designs
Moov Head Lice
SwinBurne University of Technology
Boston Consulting Group
Carlton Football Club
Positive Poster
Green St Juice CO
The Burger Cheese
Heat Holders
DUSA, Deakin University Student Association
James Buyer Advocates
Catholic Insurance
Melrose Health
Magento Solution Specialist
Bulk Nutrients
Cell Therapies
Passage Foods
Watches of Switzerland
Acquia Certified Site Builder Drupal
Thomson Geer
Bondi Sands
Mecca Brands
SMH – The Sydney Morning Herald
Atlantic Group of Companies
Melrose MCT
Toy World
Melbourne Heart
Think & Grow Rich Inc
Taylor Rose
Bank of Cyprus
Amino Active
Buy Aussie Now
Madman Entertainment
Australian Government
QV Skincare
Craft CMS
Passage To India
Wild Rhino Shoes
LBG Australia and New Zealand
Melbourne Sports and Aquatic Centre – MSAC
The University Of Melbourne
Federation Square
Engine Swim
Macpherson Kelley
Street Kitchen
Tek Ocean
Etihad Stadium
Dial Before You Dig
High Street Armadale
Aqium Gel
Fit My Car
GPT Group
Fairfax Media
Royal Freemasons
OMS – Order Management System
ADP Payroll
Herbert Smith Freehills
Oakdale Meat Co
Victorian Government
Unsw Australia
Mamma Lucia
Vendor Advocacy Australia
Smart Company
National Museum of Australia
Marshall White
Natralus Australia
Mark Alexander Design
Microsoft Certified Azure Fundamentals
White Suede
Banki Haddock Fiora
Castran Gilbert
Arthur Galan
Cronos Australia
Plan It Sync It
Grow Your Business
King Wood Mallesons
Fresh Cheese Company
Sunday Creek
Loan Market
Celebrate Health
Engineers Without Borders
Instant RockStar
CB Richard Ellis
Cooper Mills
Vitura Health
Van Egmond Group
Australian Physiotherapy Association
Macmillan Publishing


The &Mine team is great to work with and went beyond the brief to deliver a family violence website which was both engaging and easy to use. The team is collaborative, understand the constraints and sensitivities of a government environment and work alongside you to develop creative and practical solutions and ideas. Stakeholders have only had positive feedback about the website including with comments such as the best government website I have seen. Christine Panayotou, Director Communications, Family Safety Victoria

More Testimonials