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RESEARCH, ANALYSIS & TRENDS

data, or remind consumers of products they "forgot" in established channels, but must also be optimized for
their shopping cart. advanced TV, digital out-of-home or audio. Because
successful omnichannel marketing cannot be
1. Provide transparency about the use and implemented with campaigns that run only in closed
processing of user data environments where advertisers cannot use their
audience segments, insights, or reporting across the
On the one hand, consumers want offers that are tailor full breadth of their marketing efforts. Here, too,
-made for them, but on the other hand they want Walled Gardens stand in the way of efficient, cross-
control over their data and the ability to withdraw from channel marketing. The success of omnichannel
behavioral tracking and targeting. For this reason, campaigns can only be proven with the right KPIs
advertisers need to provide visibility into what data is and the ability to optimize towards a true incremental
collected and how it is processed and used. To do this, return on advertising spend (ROAS). This requires so
they need to provide consumers with easy ways to -called closed-loop reporting, which considers all
manage the rights they give the advertiser. The touchpoints up to the conversion. The resulting
prerequisite for this is that all systems with which data learnings flow back into the media buying process. In
is processed are "privacy by design". This means that order to successfully conduct such analytics,
privacy requirements are already implemented in the advertisers must no longer measure only the "last
design and development of the technologies. Thus, for mile" of their customers - but must implement multi-
example, the rights management can be ensured by touch attribution technologies that learn from
the users themselves, changes can be logged, access interactions with consumers at all points of contact
protection and information as well as deletion of data and leverage the insights they have gained to provide
can be made possible. even more relevant advertising to their target group.

1. Synchronize communication across all Digital marketing has existed for more than 25 years,
touchpoints programmatic advertising for ten years. So, it's time for
change that will finally allow all industry participants -
Supposedly, seventy percent of all companies that do not just agencies, technology providers and
not adopt an omnichannel approach are also unable to advertisers, but consumers in particular - to benefit
transfer their online advertising spend to offline from marketing efforts.
channels. This fact ultimately leads to a massive
impact on not only the customer experience, but above Marketing must now once again massively evolve. To
all the advertising impact. In order to convey the right do this, the entire digital advertising industry needs to
messages to consumers at every touchpoint, break existing infrastructures, identify bad actors in the
advertisers need to think across campaigns and supply chain and abandon the idea that consumers are
channels, keeping a constant eye on their target just a means to an end. ◊
audience. To do this, campaigns must not only cover
By Daniela La Marca

MediaBUZZ Pte Ltd - Independant ePublisher for Asia