5 digital marketing resolutions for a successful user-centric strategy

As the digital marketing landscape continues to evolve in 2016, brands require to better suit consumer preferences, adapt to new technologies and preserve their position in a more crowded online marketplace. While all the predictions seems to be around the need to resolve issues such as ad-fraud, viewability and brand safety at a macro-level, in my view there is a more urgent need for marketers to focus on developing user-centric approaches through data-driven technologies in order to achieve their business objectives.

You can take a systematic approach to developing a successful user-centric strategy by following these 5 steps:

  1. Get Your Data In Order

Programmatic advertising involves assessing a number of data points to unearth powerful audience trends. Before briefing your media and creative agency, having a thorough understanding of your own data will improve your targeting.

  • Align your data sources: map out what data you are collecting and how across all your online and offline channels (website, online marketing campaigns, social channels, in-store, CRM, call center, loyalty programs…). Then, identify any gaps that if filled would give you a complete view of your target audience.
  • Leverage 3rd party data: use data providers to overlay and enrich your owned and earned data. In addition to publishers’ data, there are a certain number of data companies who provide niche audiences data points specific to your vertical.
  • Unify the data you have to define your audience DNA: create a single view across all your owned, earned and paid channels using a data management platform, which will enable you to segment your audience in order to target them with the right messages through the right media.
  1. Use Data To Feed The Planning Communication Process

Once you know how your data is collected, aggregated, stored and segmented, work on defining the user journey of those different segments. The more granular and relevant you are, the better the experience for your customer and the better the return on investment for your business.

  • Understand the emotional journey (user journey): identify the triggers that make a consumer engage with your brand and define their sweet-spot i.e. the exact moment that brings the highest response rate. Analyse the content that’s been consumed and/or shared before the conversion across all channels.
  • Understand your user’s consideration path: create consumer relevant digital solutions to drive traffic to the right content, increasing customer satisfaction and enabling an ongoing relationship between your customers and your brand.
  • Adopt media-neutral planning: media neutrality can be defined as picking the best mediums for reaching the target – without any preconceived biases – before you start thinking about creative. It requires an integrated approach, starting from the customer insights through an inclusive and merit-based review of media options during your marketing communications planning.
  • Activate your owned, earned and paid data: get your technology, media and creative partners to brainstorm and suggest the most efficient strategies toimagesgether. Make them accountable for the objectives and associated metrics.
  1. Tailor Your Creative

‘This is such good targeting’ said no customer ever. Customers don’t want to be talked at they want to be understood.

  • Tell a story (experience, engagement): your creative messaging should take the customer on a journey, make sure there are different creative variations along the path to purchase engagement, acquisition, conversion, advocacy.
  • Work with nimble and agile technology partners: define the roles and responsibilities. Make media & creative work together under the same roof to deliver targeted AND relevant messages.
  • Limit repetitive retargeting: if you are using retargeting, make sure you define the sequencing ahead of the campaign as well as the frequency cap. Intensive retargeting can be harmful to your brand if not relevant to the context or the user experience and can result in customers churn.
  1. Test Constantly

Test & Learn is one of the key benefits brought by real-time advertising. In order to successfully optimise your campaigns, it is imperative to have a detailed testing plan. The goal of A/B testing is to identify changes that increase or maximise an outcome of interest (e.g., click-through rate for a banner advertisement).

  • Map out a detailed testing plan for the whole year: highlight which element you wish to test between two variants – A, being the control and B, the variation. It can be the audience, the messaging, the product, the price point, the media buy, the landing page, etc.
  • Act in real-time based on reporting and insights: define processes to make sure your reporting and insights are continuously feeding your campaigns, define test & learn strategies to improve your results.
  1. Optimise Your Strategy Ongoing

Do your offers change throughout the year? So do your customers. Ensuring you revisit your strategy regularly will enable you to better optimise your online marketing budget.

  • Challenge the status quo: the rapid evolution of the digital marketing landscape provides market-first opportunities for your company. Investing a small part of your budget to trial new platforms and technologies will position you as a thought-leader in the market.
  • Work with different partners: although you might already have a specific roster of agencies in place, be open to meet with independent vendors. These can bring innovative solutions as well as additional ideas that have not been looked into before or were dismissed by your agencies previously.

In summary, programmatic opened up a whole new opportunity of growth and innovation for brands looking to position themselves online. The best way to adapt to this highly competitive environment is to develop a successful user-centric strategy following 5 steps:

  1. Get Your Data In Order
  2. Use Data To Feed The Planning Communication Process
  3. Tailor Your Creative
  4. Test Constantly
  5. Optimise Your Strategy Ongoing

Reach out to receive an independent consultancy advice on your marketing strategy and how to develop a user-centric approach to achieve your business objectives.

 

June investments in Digital and Mobile predict continuous growth in 2016

The World Economics Global Marketing Index (GMI) for June recorded values of 55.7, 54.7 and 55.8 in Europe, the Asia-Pacific area and the Americas respectively, reflecting a strong in marketing activity across regions.

This growth, however, is essentially driven by the allocation of marketing budgets assigned to Internet Media with an index value of 77.1 for Digital and 73.9 for Mobile advertising suggesting the two media on course to have the largest share of marketing budgets by 2016.Global Marketing Budgets by Media

For the seventh consecutive month, TV budgets have been falling down with an index recorded of 45.0. in the Asia-Pacific region; Radio and OOH expenditures followed a similar trend while allocations to Press spending in marketing budgets recorded the highest decline across all regions.

Marketing Budget by RegionThe Index for Global Marketing Budgets growth in June registered a value of 52.7, up by 0.9 on the month before.Whilst the index fell by 0.2 to reach 52.9, the fourth monthly successive fall in the Asia-Pacific region.

World Economics Chief Executive Ed Jones commented on the release:

“The Headline Global Marketing Index reading for June indicates that marketing activity is still growing across the world and in all regions. Marketing Budgets are still expanding and spending on Mobile and Digital media continue to take a rapidly growing share, while other media are declining.”

Source: WARC

 

 

 

 

PwC forecasts advertising investments to reach $16.4 billion by 2019

This week, PwC published their 14th edition of The Australian Entertainment and Media Outook 2015 – 2019.  The study forecasts advertising spends to increase by 4.8% from 12.9 billions in 2014 to $16.4 billions and internet advertising set to account for more than 50% of the total Australian advertising market by 2019.

Innovation through disruption is a key focus for the success and growth of the industry where start-ups have potential to contribute $109 billion or 4% of GDP to the economy by 2033*. Despite innovation being pretty poor in Australia due to multiple hurdles from the lack of investment in R&D to universities not delivering enough quality research, the study gives a voice to some significant entrepreneurs and investors who are trying to inspire that change in the economy.

‘While technology underpins nearly all disruptive start-ups, innovation goes beyond technology and can be applied to service, relationships, content, distribution, business models and funding.’

In the feature on the emergence and usage of mobile in the society, PwC describes how much technology has influenced business models from brands urging them to shift to consumer-centric solutions, as well as publishing and advertising landscape being shaken by agile ad-tech players, revealing how data is becoming a competitive advantage to survive on this market.

The study also provides a rich list of resources such as the summary of the key players in entertainment and media, operating in Australia produced by MediaScope.

*‘The start-up economy: How to support tech start-ups and accelerate Australian innovation’, PwC, April 2013

Source & copyright: PwC

PWC_Entertainment media outlook

The Evolution of the Australian Digital ‘MediaScape’

At the last AdTech meet up held in Sydney, was presented the Australian Digital “MediaScape”*. Inspired by the US LumaScape, it was first created in 2010 and has evolved into a well-known and valued industry resource for this unique and fast changing Australia digital media landscape.

Denise Shrivell, who’s running Mediascope website, kindly shared with us the background behind this evolution from the first clickable banner to native advertising, pushing for continuous change and innovation. She also gave us an interesting view of the YOY evolution of the AdTech vendors in the last 5 years, demonstrating how cluttered the local market has become.

*Source: Mediascope

IAB Australia reveals 2015 Mobile Industry Trends

The IAB presented on the 21st April the results of their annual Mobile Landscape Survey*. Key takeouts for the mobile advertising industry in 2015:

  • 66% of respondents use programmatic buying and a further 23% are planning to use it this year.
  • Audience size, case studies and insights are the current pain points for marketers with 77% saying they’d like to be able to see more case studies.
  • 50% of people are using native advertising and 75% plan to use it in the next 12 months.
  • Media buyers are expecting to use mobile video in 43% of their mobile campaigns in the next 12 months.
  • Satisfaction from media buyers on the effectiveness of mobile advertising has increased YOY to 93%.
  • 50% of top AU companies still don’t have a mobile site.
  • 41% of the market now see mobile as a significant part of their marketing for 2015.

 

The panel composed of  Yahoo 7, Mi9, Big Mobile & AdRoll representatives raised the following topics of interests:
  • publishers need to get better at selling mobile so that it’s compelling
  • mobile first campaigns are emerging
  • 5 key trends in mobile creativity: utility, new platforms, revenue / margin, creation and showcasing technology & reach
  • campaigns will become more about users and less about the device
  • focus will be on video and targeting.

     

    *Source: IAB Australia