And that’s not forgetting the challenges of apportioning ROI and squeezing every last drop of performance out of each of their channels. We’ve been working closely with a number of our clients to identify their biggest challenges in 2019.
1. Limiting wastage and enhancing performance
Everything always comes down to performance. How do marketers ensure that they get value from each of their campaigns? Can they eliminate wastage and ensure any digital advertising is relevant to the needs of their customers? Marketing activities fuelled by data and customer insight are key to overcome this challenge.
Retargeting for digital display campaigns is therefore an essential tactic to eliminate wasted impressions. Whether based on pages viewed or products left in a customer’s basket, or down to their search history and specific questions asked, this insight is valuable in serving consumers with targeted and relevant ads. That’s your wastage covered.
And with increased relevance for an already interested audience, comes more click-throughs, higher conversions and enhanced ROI. That’s your performance sorted.
2. Enhancing the customer experience
There are two key things consumers always demand. Personalisation and an enhanced experience. And when it comes to the latter, again this can’t be based purely on presumptions or outdated customer profiling. It’s essential for digital marketers to understand their audience and build key personas. Then the experience offered to these customer groups can start to be personalised.
Campaign reporting is a vital tool to understand the data and metrics that truly matter for your audience. The analysis and understanding of the performance of digital display campaigns for example simply has to go much further than clicks and impressions.
Through diving deep into the data, you have the key metrics to build those core customer personas and create a better understanding of your audience across all of your marketing channels.
3. Prioritising and resourcing the right channels
Digital marketers face a constant cross-channel balancing act. Where should they focus their energy and divert their all-important budget? And if budgets are being trimmed in a lot of cases, this can become increasingly difficult.
Key for brands and marketers alike is to fully understand their business priorities, their audience and the channels that will have the greatest impact. While some channels may appear less important that doesn’t mean they should be ignored. Look at the current example of ASOS. It further highlights the pressures being felt by marketers.
4. How best to in-source
It’s a trend we’re seeing much more of. With brands bringing their marketing and digital activities in-house, this carries with it a number of challenges.
Questions remain about how to secure the top talent. Continual issues include how to choose the right tech and ensure it will enhance the day to day processes and procedures as well as driving performance. Agencies may still have a place, but brands will have to decide how and when to use them more strategically.
5. Choosing the right technology
There are so many ad-tech or martech platforms and providers available to digital marketers. And while martech consolidation has been rumoured for a while, we’re still seeing more and more providers enter the market.
That creates confusion about the best option to choose. Marketers need to understand what will actually enhance their efforts and drive the performance of their all-important campaigns.
First and foremost, it’s crucial to choose a platform that provides access to complex technology but does so in a straightforward way. It has to be simple for individuals and teams to get the most out of it. If it isn’t, it will drain time and resource, as well as hinder performance. The best ad-tech should be compatible with how you currently work and make it better. Teams shouldn’t have to change ways of working simply because they’re using a new tool.
Similarly, an end-to-end solution that caters to omni-channel requirements is essential and should be favoured over single-channel options. As should agnostic technology solutions that have the capability to integrate with your chosen platforms and systems.
They should enhance and never impede.
Things can change quickly. A sporting event can turn with one decisive moment. An underdog can come from nowhere to steal the show, or politics can take an unlikely turn.
Your audience is the crucial factor to each and every aspect of your digital advertising campaigns. Everything should be built around them.
The Super Bowl, Wimbledon, The Masters and the FA Cup Final. Huge sporting events require tailored, effective and high performing digital display campaigns.
To get the best value from your digital display advertising you need to cater to the needs of your customer. It’s important to have multiple ad creatives that change in line with the mindset of the user throughout the day and at different stages of their search.