In
a 2016 MediaMath commissioned research study undertaken by Forrester
Consulting, almost 41% of marketers in Asia Pacific said that they have
adopted programmatic buying, with
82% of them either satisfied or highly satisfied with their investment
in the technology[1].
It is more evident that data, and programmatic,
is now a central pillar of customer experience, and therefore
marketing. Organisations now look to data for actionable insights and to
drive better business outcomes. Increasingly, they are moving towards a
smarter and more consumer-centric approach, which can only be done by deriving meaning from data.
a 2016 MediaMath commissioned research study undertaken by Forrester
Consulting, almost 41% of marketers in Asia Pacific said that they have
adopted programmatic buying, with
82% of them either satisfied or highly satisfied with their investment
in the technology[1].
It is more evident that data, and programmatic,
is now a central pillar of customer experience, and therefore
marketing. Organisations now look to data for actionable insights and to
drive better business outcomes. Increasingly, they are moving towards a
smarter and more consumer-centric approach, which can only be done by deriving meaning from data.
Lessons we learned from data-driven marketing in 2016
By
Zachary King, Vice President, Commercial (Southeast Asia, Hong Kong & Korea), MediaMath
Zachary King, Vice President, Commercial (Southeast Asia, Hong Kong & Korea), MediaMath
In 2016, the power and importance of “big data” finally started to pay off – everywhere around the globe, across all
markets and industries.
markets and industries.
For
businesses, the role of information in supporting marketing and
advertising is no longer just about providing learnings.
Organisations now look to data for actionable insights and to drive
better business outcomes. Increasingly, they are moving towards a
smarter and more consumer-centric approach, which can only be done by
deriving meaning from data.
In
a 2016 MediaMath commissioned research study undertaken by Forrester
Consulting, almost 41% of marketers in Asia Pacific said that they have
adopted programmatic buying, with 82% of them
either satisfied or highly satisfied with their investment in the
technology[2].
businesses, the role of information in supporting marketing and
advertising is no longer just about providing learnings.
Organisations now look to data for actionable insights and to drive
better business outcomes. Increasingly, they are moving towards a
smarter and more consumer-centric approach, which can only be done by
deriving meaning from data.
In
a 2016 MediaMath commissioned research study undertaken by Forrester
Consulting, almost 41% of marketers in Asia Pacific said that they have
adopted programmatic buying, with 82% of them
either satisfied or highly satisfied with their investment in the
technology[2].
As we approach the end of the year, it’s clear that data, and programmatic, is now a central pillar of customer experience,
and therefore marketing. As businesses look to jump on board, here are some lessons we’ve learned over the past year
that marketers around the world can take with them into 2017.
and therefore marketing. As businesses look to jump on board, here are some lessons we’ve learned over the past year
that marketers around the world can take with them into 2017.
It’s still all about the consumer
Consumers
increasingly expect a more personalised experience. This is perhaps why
consumers are voting with a click of
their mouse in order to avoid disruptive, annoying or irrelevant
advertising. The increased usage of ad blocking technology is a
consequence of irrelevant and unwanted advertisements.
increasingly expect a more personalised experience. This is perhaps why
consumers are voting with a click of
their mouse in order to avoid disruptive, annoying or irrelevant
advertising. The increased usage of ad blocking technology is a
consequence of irrelevant and unwanted advertisements.
To address this issue, marketers
are
enthusiastically embracing the “customer-centric” approach. Marketers
are increasingly turning to data-driven marketing, including the
management of customer databases, deployment
of predictive analytics, and segmentation to learn more about
addressable audiences, and implementation of omni-channel campaigns to
have a more holistic view of their audiences. With platforms that
recognise individuals across multiple devices, address changing
behaviour of consumers, and enable omni-channel execution, marketers
can deliver experiences that transcend channels, formats, and devices.
are
enthusiastically embracing the “customer-centric” approach. Marketers
are increasingly turning to data-driven marketing, including the
management of customer databases, deployment
of predictive analytics, and segmentation to learn more about
addressable audiences, and implementation of omni-channel campaigns to
have a more holistic view of their audiences. With platforms that
recognise individuals across multiple devices, address changing
behaviour of consumers, and enable omni-channel execution, marketers
can deliver experiences that transcend channels, formats, and devices.
Digital is where it’s at
Web content, social media, search, and online display advertising increasingly make up a greater proportion of the marketer’s
arsenal to reach their target audience – and it’s easy to see why.
arsenal to reach their target audience – and it’s easy to see why.
Consumers from all demographics are now spending more time online. Digital consumers are spending an average of over six
hours daily on the internet – which is equivalent to more than half of a consumer’s daily media time[3]. With Asia home to more than half of
the world’s internet users[4], marketers here can take full advantage of this huge opportunity by bridging the gap between traditional and
digital in their media mix.
hours daily on the internet – which is equivalent to more than half of a consumer’s daily media time[3]. With Asia home to more than half of
the world’s internet users[4], marketers here can take full advantage of this huge opportunity by bridging the gap between traditional and
digital in their media mix.
As such, marketers are reporting that digital media is now delivering the greatest return on investment, with the performance
of their display advertising, web content, and social media investments making the most strides in the past year[5].
With better performance,
cost effectiveness, and operational efficiency, marketers are choosing
programmatic to help them boost contextual targeting, reduce waste, and
provide timely and relevant content to their audience across multiple
devices[6].
of their display advertising, web content, and social media investments making the most strides in the past year[5].
With better performance,
cost effectiveness, and operational efficiency, marketers are choosing
programmatic to help them boost contextual targeting, reduce waste, and
provide timely and relevant content to their audience across multiple
devices[6].
Marketing has gone digital, because that is where the consumers are – and are likely to stay.
Untapped potential
While
close to three-quarters of marketers globally said that they remain
confident in the practice of data-driven marketing and its potential
for future growth[7], going digital requires expertise that can unlock and generate more value from data-driven marketing efforts.
In
addition, marketers today also generally believe that the optimisation
of campaign measurement would be most valuable if it provides deeper
insights to inform
future campaign planning, media mix modelling, and other optimisation
efforts. This is where programmatic comes in, with APAC marketers citing
better contextual targeting, faster and more efficient execution and
real-time optimisation as the most important
benefits of programmatic[8].
close to three-quarters of marketers globally said that they remain
confident in the practice of data-driven marketing and its potential
for future growth[7], going digital requires expertise that can unlock and generate more value from data-driven marketing efforts.
In
addition, marketers today also generally believe that the optimisation
of campaign measurement would be most valuable if it provides deeper
insights to inform
future campaign planning, media mix modelling, and other optimisation
efforts. This is where programmatic comes in, with APAC marketers citing
better contextual targeting, faster and more efficient execution and
real-time optimisation as the most important
benefits of programmatic[8].
The lesson is that marketers need to not only know the data at their disposal, but also be able to smartly analyse and
activate it to get the best return.
activate it to get the best return.
The
task of navigating more complex data from different media channels,
with increasing customer requirements and higher
expectations, is a challenge. With digital marketing technology,
marketers can derive meaningful insights, enabling marketers to execute
better targeted campaigns. The more intelligent the technology, the
better the consumer insights, and the more targeted
the marketing approach – eventually leading to happier consumers and
better business results.
task of navigating more complex data from different media channels,
with increasing customer requirements and higher
expectations, is a challenge. With digital marketing technology,
marketers can derive meaningful insights, enabling marketers to execute
better targeted campaigns. The more intelligent the technology, the
better the consumer insights, and the more targeted
the marketing approach – eventually leading to happier consumers and
better business results.
[1]
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
[2]
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
[6]
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
[8]
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
MediaMath, Programmatic:
The Shifting Paradigm of Digital Marketing, 2016
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