How to Reap the Benefits of Increasing Automation in 2017

Entire Article on Advertising Week 360

Everywhere you look, traditional advertising is making strides to embrace the programmatic model that digital media introduced, adopted widely and continues to champion. TV ad campaigns, for example, have become increasingly digitized, giving brands the opportunity to target multiple audience segments that watch specific shows. Throughout the media landscape, more inventory is being sold through programmatic platforms as data and automation converge. For marketers, this offers a powerful opportunity to build campaigns across multiple media channels that are people-centric versus those that are device-focused.

As an industry, we’re already moving beyond a device-focused view of the world. In fact, tying multiple devices to a single user will be the norm in 2017. In the coming year, marketers will have the chance to integrate and automate omni-channel campaigns from start to finish based on silo-busting audience insights and segments that are derived from location data. This new breed of integrated, omni-channel campaigns will also move the industry further towards a standard omni-channel KPI (key performance indicator). […]

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How Brick-and-Mortar Retailers Can Take Back the Holiday Momentum from Pure E-Commerce Players

Today’s consumers live in an omni-channel world; they expect a seamless experience across traditional and digital media. David Staas, President, NinthDecimal highlights how this holiday season, retailers can take back business from e-commerce competitors and deliver a single customer shopping experience that seamlessly blends physical and digital worlds

In recent years, particularly around the holiday shopping season, eyeballs have been curiously glued to the battle between brick-and-mortar retailers and e-commerce sites. E-commerce has certainly seen a strong increase in market share over the past years, growing from 9.9 percent of total retail sales for 2013 to 11.3 percent for 2015, with continued projected growth this holiday season. Retailers have responded by investing in their own e-commerce sites. And yet any retailer will tell you Amazon is the biggest threat to holiday success this year. In fact Amazon, the largest online retailer in the U.S., accounts for about 25 to 40 percent of sales growth, compared to 9 percent from Walmart, the largest retailer with physical locations. […]

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Why People-Based Marketing Platforms Will Begin to Dominate in 2017

This past year laid the foundation for major transitions across the marketing landscape. Those trends will accelerate in 2017, ultimately reshaping our industry for decades to come. The drivers of that transformation are two-fold. First, we are in the “Era of Digitalization,” where all forms of media are rapidly becoming digitized — from planning to activation to measurement. That digitalization further breaks down the barriers between media channels, which leads to the second driver — an intense focus on single identity as marketers strive to create a unified view of their customer. In fact, these are the big enablers behind all the interest in people-based marketing. Ultimately, marketers want to engage real people in the real-world. In 2017, that becomes possible and the impact will be felt in numerous ways. […]

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Brick-and-Mortar Retailers Can Take Back The Holiday Momentum

With the holiday shopping season already in full swing, the all-important question is once again being asked: “Which retail brands will be winners in 2016?” As in recent years, all eyes will be on the battle between brick-and-mortar retailers and e-commerce sites. E-commerce has certainly seen a strong increase in market share over the past years, growing from 9.9% of total retail sales for 2013 to 11.3% for 2015. That growth is projected to continue this holiday season.

Retailers have responded by investing in their own e-commerce sites. And yet any retailer will tell you Amazon is the biggest threat to holiday success this year. In fact, Amazon, the largest online retailer in the U.S., accounts for about 25 to 40% of sales growth, compared to 9% from Walmart, the largest retailer with physical locations.

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How Pokemon Go Reveals New Location Data Opportunities for Businesses

The sudden viral popularity of Pokemon Go has taken the digital world by storm, surprising industry experts by drawing more active users than some of the most well-known apps of the past several years, including Twitter and Tinder.

It has also been a wake-up call to marketers about the power of location data as consumers’ physical and digital worlds become increasingly intertwined.

Brands today need a strategy that connects online and offline data to get a unified view of their customers for marketing that is people-centric, not built around different media channels.

Customers love merging physical and digital worlds, and marketers should too

Pokemon Go represents the latest iteration of a theme that was introduced several years ago with incentivized and gamified “check-in” apps. These apps offered the first chance for people to selectively merge their digital lives with physical activities and locations by checking in and/or rating various brick-and-mortar locations in order to earn badges and, later on, pick up promotions or special offers. […]

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Why Mobile Programmatic Will Become An Advertising Necessity

Programmatic ad buying continues to transform the marketing ecosystem as it expands into mobile ad campaigns.

We have seen mobile budgets for programmatic grow exponentially over the past year. But it’s more than a shift in resources from traditional digital ad buys that defines this revolution. What’s really exciting is how brands are putting more of their first-party consumer data on programmatic platforms to enable highly sophisticated targeting and measurement.

This shift has been made possible by the fact that the unique data that’s made mobile audiences so compelling to marketers on direct media buys, is now available programmatically. Mobile provides an understanding of physical-world behavior, and marketers are leveraging this to drive success in their campaigns. Who visited my store? Who visited my competitor’s store? Who frequents coffee shops as opposed to quick-serve restaurants? […]

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How Data Is Poised to Significantly Transform Local Marketing

Data is at the front and center of our industry conversations, and this is the year where brands truly realize and embrace the significant power of real-world data. Agencies also play a significant role in this evolution as they invest in their own data platforms and expand their capabilities.

In my recent conversations with industry peers, they shared the same sentiment, that this is the year when our industry effectively leverages data integration across the marketing ecosystem. One significant aspect of this industry evolution is the injection of physical-world data with other data sets, as well as mobile. Mobile data is the glue that connects all data with the broader ecosystem. […]

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