Digital technology is the driving force behind every aspect of modern business and if you’re not harnessing its powers, you’re missing out. This is most pertinent in the realm of marketing.
You can strategise until you’re blue in the face, but without the powerful insights of data analytics fuelling every aspect of your media buyers’ journey, you’re staying behind in the dark ages – a space best left to non-targeted messaging. Consumers are more informed than ever, which is the exact reason why you can’t afford to not include data science technology as part of your marketing strategies. In this article, we look at six digital technologies and how their integration and ability to provide data analytics results in greater ROI.
#1 Ad blockers will see widespread adoption.
This is not a technology used by marketers, but by web users. It’s listed here at the top because it relates directly to a change in consumer behaviour, namely an increase in attempts by web surfers to block the irritating and irrelevant pop-ups that appear whenever they open a new page. The solution comes in the form of downloadable apps or browsers with ad blocker functions. The problem is that these ads fund the content on many websites. With the slow death of pop-ups, the organisations that use them are also now in trouble. If you rely heavily on pop-ups, you need to consider a different marketing strategy.
#2 Social media is on the rise.
Today, there is not a single marketing agency worth its salt that is not engaged in social media. No other element of the modern marketing mix has seen such rapid and widespread adoption as Facebook and Twitter. The reason? These online marketing platforms allow businesses to increase their presence on digital media, whilst giving a public face to an organisation that would otherwise lack personality. The greatest ROI to be derived from social media is only realised when it is combined with content in an inbound marketing campaign. Which brings us to my next point:
#3 Inbound marketing uses content to convert lead generation into customers.
Inbound marketing is the biggest development in marketing technology since marketers discovered the internet. Essentially, it uses social media to drive traffic to strategic content that is designed to guide consumers to make a purchase. It works its magic by winning over consumers with content of real value, which turns lead generation into customers, and customers into promoters. And, like many approaches to digital, it makes heavy use of data science. HubSpot, the biggest name in inbound marketing, gives users a platform that tracks everything from conversion rates and email open rates to the performance of content pieces and overall ROI.
#4 New metrics replace cookies.
Mobile accounted for more than half of all digital ad spending in 2015, according to eMarketer. As marketers give more focus to the digital marketing platforms of social media and mobile, there will be a greater demand for metrics with which to analyse performance. Cookies don't work with these new formats, and advertisers want greater transparency with regards to measurement and analysis. Much innovation will be focused on this front in the coming year.
#5 Marketing agencies strive for full digital marketing integration.
Why do marketing agencies need to integrate their different digital marketing tools and assets? Because only the big picture will allow them to fine-tune their campaigns for the greatest efficiency. They need to be able to see how the different digital marketing channels are contributing to their larger marketing goals so that they know where to direct their resources and where to give a little tweak. Content is king to modern marketing agencies, but it is social media that drives traffic to a business blog. The different elements of the marketing mix clearly cannot be examined in isolation. And the same can be said of traditional and online media, which is why selecting a marketing agency that matches your needs is vital to the continued success of your branding strategy.
#6 Traditional media gets real data analytics.
It's no secret that traditional media, like TV advertising and radio advertising, don't offer the same granular level of metrics and data analytics that online marketing does, but that doesn't mean that those in traditional broadcasting should believe it can’t be done. Because it can. It's called fuzzy logic, and it works by giving data context. By itself, data often fails to reveal the true complexity of a situation, but when it's processed by a system grounded in empirical evidence and sound logic, it provides as good an analysis as any results produced by online metrics. People will continue to watch TV, and advertising will continue to reach them through this much proven medium. From now on it will just be a little more scientific.
If you are interested in reinvigorating your TV advertising campaigns with real data analytics, consider our free TV analytics trial. Our platform can provide you with the data-driven insights that your marketing strategies need to deliver greater ROI.
Image credit: PR Daily