Page 18 - AeM_Apr_2017

RESEARCH, ANALYSIS & TRENDS

Marketing Automation is designed to

turn around the increasing trend of

underperforming advertising

Advertising is no longer well received by recipients if not ly. Nothing should be off the shelf, but tailored to their
delivered exactly when appreciated the most and per- individual needs. Personalization is trump and content
ceived as relevant. Therefore, marketing automation is is still king, since consumers nowadays make decisions
believed to be the perfect solution to play out content in more critically and test offers more thoroughly.
a targeted and personalized way. Thanks to innovative
data analysis, it is possible to spread the right content at In particular, the mobile networked customers are in-
the right time to the right customers. But why do so forming themselves directly in the process of their pur-
many companies then still advertise like crowd gather- chase decision via smartphones. The location-
ers with bizarre and annoying messages? Don’t they independent source of information helps with the ques-
know that customers expect a personalized approach tion whether a product is offered cheaper somewhere
and real added value? else or whether the product basically fits into the per-
sonal everyday life and perception of values. Compa-
Just considering that the average consumer is confront- nies must take such high product expectations into ac-
ed with about 3,000 advertising contacts per day, count, as well as the desire of a growing number of
should be an eye-opener, since we all can relate to that. customers who want to cover their consumption with
In fact, from today’s communicative firework, the sub- individualized products to stand out from the main-
conscious mind can barely filter 50 messages, of which stream trends.
the average consumer can remember at most four.
Therefore, measured on all advertising media in the po- In the future, the personalized approach will become
tential marketing mix of all advertisers, exorbitant indispensable in marketing and companies need to
spreading losses are apparent and only the already well strengthen the trust in their brand without disturbing
-known brands stick. their customers with ads. At least in email marketing,
the online advertising industry has recognized that mar-
Only if digital advertising is not understood as a broad- keting automation can in principle be personalized and
cast campaign, the attention span of the users increas- lead to success.
es. Customers simply expect more from brands today
than just a cross-channel sprinkling of pure advertising Fact is that personalized content is a plus for transac-
content. They want to be addressed honestly and direct- tions and can increase revenues six times, Experian
18 April 2017 - Marketing Automation & Attribution