A marketing revolution is underway driven by changing consumer behaviour, big data, new channels and technologies. These trends allow organisations to deliver high levels of relevance at scale and speed, while also allowing greenfield competitors to launch disruptive plays.
Performance-based shifts in marketing spendExample: deltas for APAC advertisers based on MMM projectsExample: shift in Australia spend from Nielsen data or IAB dataQuestion: how do you do digital well?First, you establish baseline effectiveness…
Performance-based shifts in marketing spendExample: deltas for APAC advertisers based on MMM projectsExample: shift in Australia spend from Nielsen data or IAB data
Media landscape polarisationThe media landscape is polarising into those that invest and execute well in digital and those that do notA key issue is that digital is a relatively unknown process so effectiveness varies
Execution is criticalTremendous variation within channels. How many standard deviations in ANZ Banner CTR dataCTRs vary across media types
Integrated: maximise data and reach synergies across media typesIntelligent: optimise full conversion paths for each visitor with full accountabilityIndustrialized: leverage high levels of automation and machine decisioningThe result: de-averaged, scalable digital marketing
How to deliver relevance @ scale & speed- Automation platforms- Data-driven decisioning & machine learning- Scale, low cost message & creative developmentDigital & direct processes & mindset