Whilst digital has been on the agenda of many CMOs and senior marketers for years – some industries have been better at adapting their marketing strategy and shifting spend towards digital than others. Read Full Article >
The digital advertising industry is in the midst of significant transformation and it being driven by brands increasingly focusing on content and data.
In recent times we have seen the rise of in-house publishing house with big brands poaching top-talent journalists in droves to create and implement world class content strategies. We have also seen the rise of the brand trading desk with the likes of Kelloggs, Netflicks and Air France and moving away from agency partners in favour of building their own programmatic buying teams. For some brands, the shift to inhousing reflects the need to have greater control over data assets or a greater investment in owned and earned forms of marketing. However for others the shift is being driven by the opportunity to become publishers in their own right which represents a new and very big threat to traditional publishers.
ASDAs first party data opening up a world of opportunities for suppliers
The retail industry is ripe of monetisation of its consumer intent and transactional data. In a big sign of things to come, ASDA revealed its grand plan to launch its own ad exchange next year to allow suppliers to serve ads to users on its web properties. Read Full Article >
As each year comes to a close and we launch into a new year – the prediction articles roll off the production line and this year is no different. The internet of things, wearables, iBeacons are just some of the hot trends for 2015, but rather than serve up another list of trends I am going to focus on just one – the growth in fusing consumer data assets with digital in 2015.
Whilst fusing customer data to create personalised experiences that speak to individual people has long been the domain of email marketers, using customer data rather than simply using cookies to personalise experiences across display, content, search is will fast become the norm in 2015 down under.
What is driving the trend?
• The rise and adoption of data management platforms “DMPs” and marketing automation tools are ‘allowing brands to collect, organize, and activate their first- and third-party consumer data from any source.
• New media vehicles from global and local players (inc mi9, Facebook, Twitter and Yahoo7) are making it easier for brands to exploit the opportunity that first party data provides to enhance digital experiences.
• Declining customer loyalty has placed greater focus and appetite on delivering highly targeted, personalised and relevant experiences across all digital channels to exceed customer expectations. In recent times we have seen brands like McDonalds and Coke (who have traditionally not invested in the loyalty space) develop loyalty programs to acquire the data they need to build deeper relationships with their customers to shift away from a short term campaign based approach to marketing.
• Proliferation of screens has made it impossible for marketers to target consumers cross screen – digital marketers can no longer rely on the cookie if they want to gain efficiency and maintain return.
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The growth in mobile and tablet device usage, combined with the increasing importance brands are placing on collecting and leveraging data, is driving innovation within the digital media space. Read Full Article >
It’s been a year since I compiled my latest digital stats summary and so I felt I was long overdue to provide another one. A lot can happen in a year, it was only yesterday my son was born and … Read Full Article >
In the dynamic digital landscape, where new platforms and devices are continuously emerging and evolving – marketers are facing an array of new challenges Read Full Article >