Everything you need to know about programmatic series featuring extracts from our co-authored guide with ISBA - This extract is taken from Vol One ... Download the full guides here.
The growth of digital media has provided incredible opportunities for marketers, but it has come with its own challenges, from measurement to data use and connecting the customer experience. Exploring these challenges allows advertisers to consider what can be done to address them.
Digital Challenges:
Performance exhaustion
Marketers have highlighted that an over-reliance on the lower funnel tactics such as search, affiliate, and retargeting is generating ever-diminishing returns. Whether focused on driving revenue, or on other measures of engagement, marketers need to understand how advertising can deliver efficient campaigns across the full funnel.
Data confusion
The sheer volume of data available to advertisers makes it tricky to understand what is important and what isn’t. However, all advertisers need to know how to use their
customer data. This is the root of their competitive advantage, allowing them to improve the strategic and targeting capabilities of their advertising.
Invisible brands
In recent years people have been watching less linear TV (Nielsen, 2016) and newspaper circulations have been consistently falling (ABC, 2015). As many advertisers divert more and more budget to engage their audiences online, some are worried that online media is not as effective at building brands as traditional advertising.
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Irrelevant creative
With the number of data sources now available to inform the final message, many advertisers are concerned they are not making the most of the online creative opportunity. But the proliferation of formats and the apparent reluctance of many creative agencies to engage with the data opportunity makes this a complex problem to solve.
Disconnected customer experience
The silos between performance, brand and customer management have made aligning these activities difficult. Whilst the sheer complexity of the fragmented digital ecosystem makes understanding the customer journey challenging.
International inconsistency
Global and multinational marketers strive to deliver a consistent brand image. However, managing media campaigns separately in each market can be inefficient and time consuming, and risks confusion of the brand’s message. International marketers can be faced with sacrificing control of message for local market relevance.
Lack of transparency
Advertisers are struggling to achieve the transparency needed to determine whether their budgets are being spent wisely. This is a crucial first step to using insight for the continuous improvement of advertising strategy.
Inaccurate measurement
Because digital is more measurable than traditional media, there is an expectation for marketers to be able to prove return on spend. But with complications inherent in measuring the value of display, advertisers are often in the dark about what has worked and what hasn’t, leading to a struggle in justifying advertising budgets.
We have partnered with ISBA to create our Programmatic Guide, which can help explain how to overcome these digital challenges. Download your free copy today to understand how Programmatic can address these challenges.
