Page 12 - AeM_August_2019

RESEARCH, ANALYSIS & TRENDS

Marketing needs to evolve - NOW

The discrepancy between what marketing could But how can this idea "Consumer First" be put into
theoretically accomplish and the reality is huge. You do action? By following the three pillars based on the
not have to be a marketing expert to know that. Consumer First approach:
Especially for consumers, this gap is clearly noticeable:
they (rightly) increasingly complain about annoying, 1. Create extraordinary experiences
intrusive or irrelevant advertising and their concern about
losing sovereignty over their personal data is steadily Consumers today are used to getting personalized
growing. messages on all channels and devices they use. To
help ensure that control over information and user
According to Rakuten Marketing's "Save the Web" study, data is always up to the consumer, advertisers need
these developments have as a consequence that 83% of to say goodbye to focusing on campaigns and
Internet users feel disturbed by online advertising. At the technology, instead focusing on their customers -
same time, the media landscape is becoming across all touchpoints. This approach also supports
increasingly fragmented, forcing advertisers to drive advertisers' goal of building meaningful and lasting
complex campaigns across an increasing number of relationships with their audience that leads to real
channels, but often have limited tools to efficiently business results.
execute and measure them. In addition, the Walled
Gardens prevent meaningful coordination across The less comprehensible is the fact that digital
channels and publishers. marketing is still characterized by overly intrusive
advertising or ads that are optimized for a single
How can we counteract this development and ensure channel and only result in short-term increases in
that the digital advertising market does not become the CTR. In order to optimize campaigns and to pick up
consumers’ enemy image? consumers right where they are, advertising content
must be automatically tailored to the interests and
Good marketing should not only increase the turnover of behavior of the target group. This "programmatic-
advertisers, but above all benefit consumers and serve creative" approach enhances the brand experience of
the purpose of connecting products and services to the consumers by allowing advertisers to automate their
right target group. Only then will consumers be able to campaigns to meet the needs of their audience by
identify with the brand's values and build a connection to using machine-learning algorithms. For example, AI-
them. driven creatives can be used as interactive ad units
that play ads based on current weather, contain a
locally relevant ad message based on geolocation

12 August 2019 - Predictive Algorithms, Programmatic & Native Ads