www.figarodigital.co.uk DIGIT AL MARKETING
UPFRONTS
SIMON GRA Y Channel Director at Lateral Group
Comment: bigging up big data S
weather data, for example – overlaying that on to an existing customer base or segmentation and deriving new insight.
“For example,” says Gray, “if you’re a pizza chain, there’ll be correlations between wet weather or storms and how customers purchase.” Big data, he says, helps give real time relevance. “Historically, real-time data has been batch processed. We’d bring and then deliver the content. What brands need to do now is real- time decisioning on that data. We need to take all that data on the
Content, says Gray, will continue to reign in 2013, and its realm will continue to expand. “4G gives consumers the opportunity to access rich media – videos, games, augmented reality – instantly. It enhances the customer experience.” But, says Gray, marketers also need to think hard about how the power of 4G is harnessed,
“With 4G, we’re playing catch up with the US and the Far East. Yes, with 4G you can download things faster, but what’s the
The answer, says Gray, lies in more enriched, personalised experiences. Explicit data drawn from social media, as well as the implicit data to be found in mobile usage patterns enables brands to create a clearer picture of consumers. And what that means, he says, “is that brands will be able to offer individual, personalised It’s giving people what they want in a non-intrusive way to make them interact with your brand. The future will open up more
opportunities for brands to create revenue growth by delivering personalised, data-driven experience.”
lateralgroup.co.uk
Research: do you know your terms of engagement?
imon Gray, Channel Director at Lateral Group, points to big data as a key issue for digital marketers in 2013. Big data, he explains, involves taking large, unstructured amounts of statistical information –
O
nline display is one of the fundamentals of an integrated marketing campaign, especially with the volume of digital inventory growing at an exponential rate. But while digital marketers
understand display’s importance, research by Adform suggests the channel’s lingo is creating a barrier between display marketers and everyone else in the digital space. This was something Adform put to the test at ad:tech London this year, where they surveyed 120 delegates to test their knowledge of the future of display.
According to Adform’s survey, less than a third (32 per cent) could decipher the term RTB as ‘real-time bidding’ and only 26 per cent were able to identify DSP as ‘demand side platform’. A meagre four per cent were able to decode DCO as ‘dynamic creative optimisation’.
“The industry is continually moving towards multichannel marketing,” says Gustav Mellentin, CEO at Adform, “meaning that channels aren’t viewed in silos anymore. Rather than specialists, we see strategists working together to create an integrated approach to marketing. Take the mobile space. Online display certainly has a large role to play within mobile, especially with mobile advertising becoming a source of greater revenue than the PC. If mobile marketers aren’t aware of the acronyms used by display marketers, the attempt to work together will certainly be an uphill battle.”
Adform also asked delegates for their thoughts on the issues most likely to have an impact on display in 2013. Unsurprisingly mobile topped the list, followed by social and then video. The overall winner, however, was rich media, with 76 per cent of digital marketers predicting more investment here during 2013.
adform.com
Each minute there are two million search queries on Google, 571 new websites are launched, 3,600 photos are added to Instagram, 47,000 apps are downloaded via Apple and 217 new users join the mobile web.
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