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How marketers can win over consumers in 2016

Rahul Vasudev, Managing Director, APAC, MediaMath | March 18, 2016
Rahul Vasudev of MediaMath touches on some key trends, and discusses how marketers can continue to leverage new technologies and strategies this year to attract consumers.

This vendor-written piece has been edited by Executive Networks Media to eliminate product promotion, but readers should note it will likely favour the submitter's approach.

In 2015, the world became even more connected than ever before. We saw a significant rise in mobile and cross-device consumer engagement and an industry-wide shift towards digital roles for marketers. We also saw brands increasingly build their marketing strategies around digital inbound marketing tactics such as search engine optimisation (SEO) and search engine marketing (SEM), a boost in social media engagement and content marketing. Through all this, one thing was constant - data-driven marketing, which stood at the heart of strategy-making.

In Asia Pacific itself, digital ad spend accounted for 29% of total regional ad sales, a figure that is projected to rise again this year. In 2016, as the world connects further, marketers will need to put a greater focus on analysing audience engagement across multiple platforms and devices. With these efforts, one thing remains clear - there is an increasing need to serve relevant content to the right audience, at the right time.  Ignoring how connected the consumers have become is no longer an option.

As marketing continues to advance into the digital age, we look at how marketers can leverage new technologies this year to win over even more consumers.

Data - the growing currency 
Data is all around us. Both online and offline data can be used by marketers to streamline and optimise outreach, allowing the marketer to identify a specific set of audiences to target. According to research by Forbes Insights, almost 75% of marketing executives polled are still focused on knowledge gathering from their data and are unsure of how to use data-driven marketing.

The emergence of data management platforms (DMPs) in the programmatic space can help marketers better activate their data. DMPs have increased the ease of access to data for marketers and allow the ability to collect data from multiple sources for different types of campaigns. As data becomes increasingly available, marketers will find greater value in enhancing digital outreach, and we will see a more profound shift towards data-driven marketing in 2016. 

Having a marketing tech stack is crucial, and this is something even more marketers will work towards this year. From data gathering, analysis and insights, to programmatic advertising and planning, using data to drive marketing efforts will lead to more personalised content for target audiences.

Counting the benefits
Issues marketers previously faced with programmatic will become less of a barrier to entry into the programmatic realm.

In 2016, we will see a shift towards marketers using programmatic advertising in their digital efforts, as the benefits of this solution are further realised. Programmatic advertising enables automated real-time digital ad bidding, allowing marketers greater cost and time savings, ad optimisation and insights into their ad spend.


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