One area where we anticipate marketers to get smarter is goal optimisation. For example, an impression does not necessarily equate to user engagement. It raises awareness but does not track a user's action from there on out, leaving gaps in reporting, and does not ensure a return on investment. Ads can be optimised against more realistic outcomes like product purchases or downloads, time spent on site, or even landing page views. Marketers will slowly become more attuned to tracking better metrics, and see improved ROIs as a result.
The past year, we saw a rise in brands and marketers using social media for outreach. These platforms progressively look to provide greater advertising avenues, and it is important for marketers to fully understand their capabilities. Facebook, Twitter and Instagram have opened up their ad APIs, and brands are leveraging these platforms with highly creative sales tactics. Other social apps like Snapchat will increasingly come into the fray.
This year, we will see greater cross-application marketing as marketers tap into diverse user groups, bringing targeted creatives and content to specific audiences.
Having a pool of data from these social channels will allow marketers to target their audiences based on a number of details including behaviour and demography, much better than ever before. Marketers can look to target their desired audience across multiple applications, serving diverse creatives based on the user's preferred social media platforms, all within seconds.
Unlocking the full potential of mobile
Imagine this - a user who has been browsing men's shoes on his desktop and entering sports shoe stores, would be a prime target for a sports brand to serve a relevant ad when the user nears the store's radius. When the user is attracted by the ad and enters the store, a promotional offer is then pushed right to the mobile device. Hyperlocal targeting is the ability to target small areas, like the radius from a store location, allowing marketers and advertisers to provide relevant and contextually-aware content to potential customers.
One of the biggest trends in recent times is the shift towards the adoption of mobile phones in APAC, with a projected 62.5% of people owning a mobile or smart phone. While mobile provides an opportunity to have a more personal reach to an individual, using this as an independent channel greatly reduces the impact of your information. In 2016, we will see the true value in mobile, as marketers look towards connecting multiple devices in their marketing efforts and layering this outreach in real-world context, to better engage with their audiences.
There will be a rise in marketers further leveraging on mobile technologies in 2016, allowing the benefits of highly accurate, fresh and relevant data coupled with cross-device collaboration, which optimises delivery based not only on the device used, but also by the context it is being used for.
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