The 3 key advertising trends in 2016
According to the Magna Global Institute, the research division of Mediabrands, digital will become the leading advertising medium in France in 2016. This same study reveals that from 2017, 56% of display investments in France will be programmatic.
Programmatic advertising has for years been seen as far too robotic and impersonal to be seen as an effective brand development tool. And yet, new technologies and techniques, better than ever, are making the job of marketers much easier. Thanks to programmatic marketing, they can see their actions benefit from greater influence and gain in efficiency, without losing the personal touch that connects a brand to its customers.
The future is full of promise, provided you know how to take full advantage of the programmatic potential – there are many areas for improvement to improve efficiency, based on various integrations and innovations.
Richard Robinson, EMEA Director of Turn, specialist in technological solutions applied to marketing, discusses the major trends that will have a real impact on the marketing industry in 2016.
The creative component has its place on the programmatic chessboard driven by data
Marketing based on the use of data or data has found its place, influencing the decision-making process in a way that was unexpected a few years ago, both within industry and agencies. Campaigns have gained in intelligence, precision, and are more personal than ever, which makes data analysis absolutely essential. The creative aspect still does not take full advantage of the key data collected during campaigns, which makes their messages and content less relevant.
Thus, the data can be exploited to understand the interests in the broad sense of the audience segment concerned and to nourish the creations at the base of a campaign. If this target likes to travel in their leisure time, why not take inspiration for the next campaign promoting your brand’s clothing from vacations in specific countries? Likewise, group analysis shows that data can reveal the existence of different subgroups among your audience. This key information can then be used during planning, or for content marketing, in order to assign creations to each group and ensure, in fine, a campaign targeted with extreme precision.
Bringing together ad creative with programmatic thinking will be critical to maximizing customer engagement in 2016 and beyond. By bringing together programmatic techniques and creative teams across the campaign lifecycle, campaigns will boast a level of relevance and personalization never before seen. On the condition, however, that the different parties are in a real dynamic, without there being any rupture during the handover between the creative agencies and the media agencies.
Merge advertising and marketing technologies
In a complex digital landscape, marketers have an obligation to offer a unified and relevant experience to consumers throughout their journey. This task has its share of challenges. To overcome them, marketers must relate their digital advertising to the whole of their marketing activities, from customer relationship management to online commerce in particular.
By bringing together the world of digital advertising and the world of marketing, brands have the assets in their pockets to engage consumers in a long-term relationship. In what way? By offering them a seamless experience for each of their interactions and by appreciating their value throughout their customer lifecycle, instead of focusing on their one-off transactions. The union of advertising and marketing technologies will lead marketers to exploit the information collected, execute campaigns and measure end-to-end results, from the initial stage of prospecting to relationship management, with a degree of unprecedented success. The main thing is to share responsibilities and no longer to entrust tasks to the outside, both to media and creative agencies.
Anticipate the customer’s purchase intention
Today, predicting the future is no longer science fiction. Brands need to know what customers are going to buy, before they know it themselves! Thanks to fine-grained data analysis and predictive analytics, marketers now have the means to identify and target consumers who are about to make a purchase well before they enter the store in question. This allows marketers to accurately anticipate who will be interested in their brand or product, in order to develop these potential markets quickly.
Now is the time to put a stop to the composite customer and targeting based on previous online actions, on data and privileged demographic attributes, or on the chronology of the purchase cycle. With the customer journey replacing the purchasing funnel, changing marketers’ vision of customer engagement at the same time, the debates relating to advertising technologies and algorithms will evolve. In 2016, marketers will no longer wonder how to best optimize, but rather how to predict future behaviors.