* Your assessment is very important for improving the workof artificial intelligence, which forms the content of this project
Download Performance marketing at a crossroads
Product planning wikipedia , lookup
Social commerce wikipedia , lookup
Social media and television wikipedia , lookup
Bayesian inference in marketing wikipedia , lookup
Audience measurement wikipedia , lookup
Advertising wikipedia , lookup
Consumer behaviour wikipedia , lookup
Advertising management wikipedia , lookup
Food marketing wikipedia , lookup
Social media marketing wikipedia , lookup
Affiliate marketing wikipedia , lookup
Target audience wikipedia , lookup
Multi-level marketing wikipedia , lookup
Marketing research wikipedia , lookup
Customer engagement wikipedia , lookup
Targeted advertising wikipedia , lookup
Marketing strategy wikipedia , lookup
Marketing communications wikipedia , lookup
Online advertising wikipedia , lookup
Marketing channel wikipedia , lookup
Guerrilla marketing wikipedia , lookup
Ambush marketing wikipedia , lookup
Marketing plan wikipedia , lookup
Target market wikipedia , lookup
Neuromarketing wikipedia , lookup
Integrated marketing communications wikipedia , lookup
Viral marketing wikipedia , lookup
Multicultural marketing wikipedia , lookup
Global marketing wikipedia , lookup
Street marketing wikipedia , lookup
Youth marketing wikipedia , lookup
Marketing mix modeling wikipedia , lookup
Green marketing wikipedia , lookup
Direct marketing wikipedia , lookup
Advertising campaign wikipedia , lookup
Mobile Consumers & You marketing Performance Connected consumers, disconnected solutions How to use mobile to your advantage at a crossroads tradedoubler.com The digital advertising landscape has reached a tipping point. Rapid growth has resulted in a complex and fragmented array of platforms, technologies and approaches that many marketing professionals struggle to understand. Tradedoubler believes that it is time for the industry to take a new approach: to build an integrated network based on technology and expertise that will deliver smarter performance-based results across all platforms, channels and devices. This short paper outlines some of the trends that are shaping the digital marketing landscape and what they mean for the future. Performance marketing, for long just a component of the system, has a vital role to play in the future of digital marketing. Its foundations in technology, quality of traffic and end-to-end tracking make it ideally placed to act as a springboard for industry-wide integration and innovation. 2 Connected consumers, disconnected solutions – performance marketing at a crossroads Tradedoubler How the digital landscape has changed Consumers are more connected than ever before – and more distracted. They use a growing number of devices and channels, often at the same time, to browse, buy, share and communicate • Just under half of connected consumers are now ‘always-on’, jumping between three or more devices to stay permanently online1 • Our own research tells us that over half of smartphone owners use their device while watching television for activities related to the programme they are viewing (57%) or to buy something they have seen advertised (59%). This rises to 69% and 71% of tablet owners2 • Consumers don’t see the boundaries between channels, platforms and devices that advertisers do • They want, and expect the same convenience, personal relevance and engagement across all of them Average number of mobile devices per person S PA IN S ING A PORE PORTUG A L UK FRA NCE B E LG IUM G E RMA N Y FIN LA N D N E THE RLA N DS S OUTH KORE A JA PA N Deloitte, Global Mobile Consumer Survey, 2013 7.2 6.8 5.9 5.4 5.4 4.7 4.5 4.5 4.3 4.3 4.2 “Marketers are spending half their time managing the complex technology ecosystem supporting digital marketing instead of doing the things they should be doing to personalise customer experiences.” CMO.com. 18 July 2014 Brands need robust digital marketing strategies to reach these consumers – but many are struggling to make this happen • Three-quarters of consumer brands say that engaging connected customers is a priority – but only 29% have a strategy in place to target and sell to this audience, and 37% don’t know how to use data collected from online sales to inform such a targeting strategy3 • Brands are overwhelmed by the number of marketing technologies they now depend on. Many want more control over data and platforms in agency relationships and to have an involvement in customisation4 • Skills shortages are a significant challenge. A study5 shows that only 8% of senior marketers have full confidence in their digital marketing skills, while 52% of marketers do not test their campaigns or content and instead rely on ‘instinct’ Tradedoubler Connected consumers, disconnected solutions – performance marketing at a crossroads 3 Technology is the key driver and enabler in this new landscape: • It seamlessly connects consumers with brands, advertising and marketing channels and each other • It can automate, integrate, scale and simplify processes to accelerate performance and efficiency and reduce costs • It lets brands, advertising agencies and others collect and make the most of growing volumes of structured and unstructured data €27.3b the amount spent on digital advertising in 2013 Source IAB Europe AdEx Benchmark This has created immense opportunity for digital marketing and advertising • Brands have never had so many opportunities to market to and engage with customers –By email, text, social media, video, display, search, native advertising and performance marketing, among others –Through online, mobile and social channels –Via advertising agencies, ad networks, ad exchanges, social media platforms and publisher networks, to name but a few • This generates vast amounts of data, including browsing and buying history as well as real-time behavioural, contextual and location information –Information that can be tracked, from first click to sale across the entire customer journey, – providing invaluable insight for campaign targeting It has also created an extremely complex and competitive digital marketing ecosystem: 24% of advertisers say targeting is the most important factor behind advertising success – creativity comes second at 18% Source: IAB/WARC/ AppNexus, June 2014 P U BL I S HE R NE T WO R KS A DV E RT I S E R S AD -TEC H CONSUME RS P U BL I S HE R S AGEN C IES 4 Connected consumers, disconnected solutions – performance marketing at a crossroads Tradedoubler Between the consumer and the brand trying to reach them are a number of interconnected layers: • The ad technology companies that enable or improve the effectiveness of online advertising; offering tracking, tag management, attribution, programmatic (automated) advertising that includes RTB (real-time bidding) and DSP/SSP (demand-side and supply-side platform), performance marketing, search/PPC optimisation, ad-serving, reporting and analytics and data management, and re-targeting • Advertising content publishers that include: ad exchanges such as FBX (Facebook exchange), ad networks (a group of publishers offering inventory - now often powered by RTB), as well as performance marketing programmes and publishers who serve the online ads in different formats to the consumer, for example in email, comparison/voucher/loyalty codes. Then there are mobile apps, online search engines such as Google, and social media • Advertising agencies – charged with building a brand or achieving consumer action on behalf of that brand This fragmented, overlapping, complicated map of technologies, customer data sources and systems has made it difficult for anyone to truly integrate, understand and manage the success of individual campaigns. The next stage in the journey for digital marketing and advertising To meet the brand needs of programme simplicity and clarity, tracking and insight for campaign optimisation, additional skills and expertise, and a level of in-house involvement and control, the digital advertising landscape needs to evolve to deliver: • A truly unified approach to tracking, reporting, and attributing sales and interactions • Single sets of enriched data being used to improve personalisation through all channels • Partnership marketing delivered through both private and public networks • Advanced technology and data analytics matched by expertise and account management Tradedoubler Connected consumers, disconnected solutions – performance marketing at a crossroads 5 Conclusion The ultimate goal for advertising has always been ‘to show the right ad to the right person.’ Today’s data-driven, disruptive impact of digital marketing has extended this to include ‘…in the right way and at the right time.’ What we can aim for tomorrow will depend on our ability to harness collectively every opportunity for insight and connection. If we get it right, we will all offer a richer, more relevant experience to customers and greater returns for advertisers. How Tradedoubler is evolving to meet these trends We believe that it is time to redefine what we do and our place in this dynamic market place. We have launched a new strategy to become the leader in delivering performance marketing results through high quality traffic, technology and expertise. This involves extending our core performance-based expertise and technology to encompass all digital marketing channels. At the heart of this is an enhanced technology platform that is fully agnostic, open to: • Different business models, formats (video, display, email, text etc.) • All traffic including meta search, comparison, voucher, loyalty email, apps, vertical, search and social media • All devices - integrated tracking will allow for reporting of all activity across desktops, tablets and handsets • New traffic sources and technology providers 6 Connected consumers, disconnected solutions – performance marketing at a crossroads Tradedoubler Weekly overview Gross booking value Gross booking value X,XXX,XXX -XX.X% Spend Sales XXX,XXX XX,XXX ADV ADV YoY XXX XXX Cost of sale Converting sites XXX X.X% Converstion rate Clicks X,XXX,XXX By tracking X.X% By product XX.X% XX.X% -XX.X% -XX.X% -XX.X% X.X% -XX.X% XX.X% -XX.X% A data management platform and associated expertise will be a key part of the new offering. This will enable us to leverage data-driven insights and tracking across all digital activity to optimise clients’ performance marketing activity. The first stage in the new strategy, our new business intelligence tool ADAPT, is already available. ADAPT enables digital marketers to quickly access the KPI-based data they need to make smarter business decisions. ADAPT delivers detailed live information on programme performance through customised dashboards that visualise complex data and let users understand and optimise programme performance. We are continuing to invest in our world class private network capability that allows clients to white label our technology and run their top partner programmes in-house. In the future this will be matched with an end-toend advertising technology offering. Notes 1 The always-on consumer, Vivaldi Partners 2013 2 The rise of the omniconsumer, Tradedoubler, 2014 3 Open all hours, The Economist Intelligence Unit and the Institute of Practitioners in Advertising, September 2014 4 CEB, Chief Marketing Technologist summit, 4 October, 2014 www. chiefmartec.com 5 Vision Critical for Adobe, October 2013 Alongside this we will continue to expand and enhance our existing publisher network. We offer our clients a performance marketing partnership solution that is driven by their business goals and KPIs. Tradedoubler Connected consumers, disconnected solutions – performance marketing at a crossroads 7 Jane Turner Marketing Director E:[email protected] W:tradedoubler.com