The Marketing Predictions Face-Off Brand & Agency Experts Go Head-to-Head on Critical Trends in 2015
The Marketing Predictions Face-OffBrand & Agency Experts Go Head-to-Head on Critical Trends in 2015
We help marketers build the right foundation for cross-channel marketing.> We’re a SaaS marketing technology company founded in 2009.> We’ve got 150+ people on our global team.> We’ve raised $50 million from leading investors.> More than 10,000 clients and agencies rely on our
patented, real-time solution.
2015 is coming, and Signal is here to help!
In this free report, you'll learn:• The top eight predictions for digital
marketing in 2015, from beacons to data cooperatives to programmatic everywhere.
• Actions you can take to stay ahead of the curve.
• Expert advice on leveraging first-party data and getting a unified customer view.
Go to:www.signal.co/blog
Meet Your Contenders
Team AgencyJosh Dreller
RefereeJoe Stanhope
Team AdvertiserAna Milicevic
Agenda• Intro to Top 8 Trends• Brand vs. Agency Face-Off • Trends Ranking• Q&A
Beacons and Payments Redefine the Mobile Landscape The Digital Marketing Ecosystem Breaks in Two Data Cooperatives Set the Stage for 1:1 Marketing First-Party Data Rises to the Top Cross-Channel Marketing Experiments Go Wild A Unified Customer View Holds the Key to Cross Channel An Integrated Data Layer Emerges as a Technology
Priority Programmatic Goes Everywhere
2015 Digital Marketing Predictions
BEACONS AND PAYMENTS REDEFINE THE MOBILE LANDSCAPE
With mobile no longer self-contained as a channel, this will be the year the mobile scope widens and savvy marketers jump into a brave new world of data opportunities.
Marketers will start leveraging this newfound data goldmine by running more effective campaigns, fueled by validation through purchase data.
Beacons and Payments Redefine the Mobile Landscape
Agencies have to be well versed in new customer behavior
Marketers are consumers too Advertisers get it so agencies have
to as well Innovation is a bit of gamble
If you wait until it’s big, you’ve missed the boat
“Everyone wants to be second” It’s going to be bigger for some
advertisers, less impactful to others Need to keep an eye on it but might not
be the biggest for 2015
Beacons and Payments Redefine the Mobile Landscape
Team AgencyJosh Dreller
Pilot programs Design small-scale tests and learn
what works for you and your customers
First mover advantage Direct impact on customer experience
Clear fit in some verticals/industries, less so in others
Be mindful of the education curve Both on the customer side and
internally
Beacons and Payments Redefine the Mobile Landscape
Team AdvertiserAna Milicevic
THE DIGITAL MARKETING ECOSYSTEM BREAKS IN TWO
The traditional state of marketing technology has been a healthy equilibrium between large suite vendors and entrepreneurial specialty solutions
The story in 2015 will be one of bifurcation, as the top end of the market breaks apart into two distinct groups: media and social behemoths, and large enterprise technology vendors
The Digital Marketing Ecosystem Breaks in Two
Experiment Lots of advances on the
technology front Re-evaluate your needs
What would your marketing stack look like if you were starting from scratch today?
Address the complexity head-on Industry best practices Invest in developing your team
The Digital Marketing Ecosystem Breaks In Two
Team AdvertiserAna Milicevic
Technology complexity Tremendous value for agencies to own
Be the experts to navigate through the clutter
Be the velvet rope/buffer to their advertiser clients
Revenue streams from technology Each new tactic, sub-tactic, or even sub-sub-
tactic can generate revenue Leads to new programs and teams
However, complexity breeds complexity Execution mistakes Lack of expertise/staff
The Digital Marketing Ecosystem Breaks In Two
Team AgencyJosh Dreller
DATA COOPERATIVES SET THE STAGE FOR 1:1 MARKETING
Data co-op strategies will expand to a level not seen before as concerns around privacy, data leakage, and security are addressed by enhancements in technology platforms.
Co-ops will give brands the ability to collaborate and drive better measurement and personalization.
Data Cooperatives Set the Stage for 1:1 Marketing
The perfect place for agencies Help mitigate data sharing for their clients Advertisers need a third party to do the work
Build an agency cooperative There’s not a big agency in the world who
hasn’t considered this A true asset for each agency
Could become a huge stickiness factor for holding companies
Could be a problem for smaller and mid-sized agencies
Definitely a lot of snags and red flags Agencies need to move carefully
Data Cooperatives Set the Stage for 1:1 Marketing
Team AgencyJosh Dreller
Share data between your own brands
“Internal co-op” Establish data sharing and data
rights rules Which data points can be used
in which channels/circumstances Unchartered territory
Be prepared for many unknowns Start with a data strategy
Data Cooperatives Set the Stage for 1:1 Marketing
Team AdvertiserAna Milicevic
FIRST-PARTY DATA RISES TO THE TOP
As customers get more demanding and the tools for attribution get more sophisticated, first-party data becomes ever more valuable—and attainable.
Companies will rely on a solid first-party data collection plan to insulate against changes in regulations and browser behavior.
First-Party Data Rises to the Top
What does 1st party data mean for me? Where is it collected? How can it be
operationalized? What’s the value of my data?
Build a data strategy Data as a corporate asset Potential line of revenue Impacts beyond marketing
Ensure your data is protected Data leakage Privacy, security, breach protection
First-Party Data Rises to the Top
Team AdvertiserAna Milicevic
Why agencies should lead the first-party data conversation
Audience data is the life blood of today’s media execution
Spread it out through the ecosystem Find innovative ways to use it outside of just
retargeting Should generate a better return on ad spend
Better data…you know where it comes from Freshness Deterministic
These are your customers (people are engaging with the advertiser)
Can be used over and over again instead of renting it
Agencies need to own it or lose out to DMPs and others
First-Party Data Rises to the Top
Team AgencyJosh Dreller
CROSS-CHANNEL MARKETING EXPERIMENTS GO WILD
The obstacles to cross-channel marketing remain daunting: Organizational silos, stale data, fragmented point solutions, and lack of data integration.
But savvy adopters are attacking the beast step by step, focusing on cross-channel data collection and building big data feeds to enable cross-channel modeling and distribution
Cross-Channel Marketing Experiments Go Wild
Cross-channel is the hot-button topic Agencies need to bring solutions to clients
before they ask for them Need a “story” for new business pitches and
RFPs Measurement
The “proof” of agency value is in campaign measurement
Current measurement is broken and/or full of cross-channel/cross-device caveats
Media activation All of the coolest cross-channel use cases are
activation Can enable use cases that have never been
possible
Cross-Channel Marketing Experiments Go Wild
Team AgencyJosh Dreller
Cross-channel is the hot-button topic It’s not an ‘all or nothing’ play What are your success metrics?
People, process and technology Organizational silos need to be addressed New skillsets are needed Evolutionary technology stacks are
impediment to execution Feedback loop
The real-time opportunity lies in affecting every customer interaction regardless of channel
Not just media activation – think personalization, customer lifetime value, etc.
Cross-Channel Marketing Experiments Go Wild
Team AdvertiserAna Milicevic
A UNIFIED CUSTOMER VIEW HOLDS THE KEY TO CROSS-CHANNEL
In 2015, marketers will focus on the capability to connect the dots as a customer travels from smartphone to desktop to store to call center.
Marketers will gravitate toward solutions that allow them to build rich profiles of the customer’s likes, behaviors, purchase histories and loyalty status, while respecting consumers’ privacy.
A Unified Customer View Holds the Key to Cross-Channel
Becoming table stakes What’s unique about your audience A new line of revenue?
A corporate data asset Understand the full customer journey View of the customer impacts all areas
of the business, not just media buys Beware the creepy factor
Be proactive about privacy Global regulations vary
A Unified Customer View Holds theKey to Cross-Channel
Team AdvertiserAna Milicevic
A prerequisite for marketing Too many fragmented channels Agencies have to get a handle on
cross-channel marketing Can power internal agency systems
Attribution and reporting DMP and audience segmentation Retargeting and trading desks
A Unified Customer View Holds theKey to Cross-Channel
Team AgencyJosh Dreller
AN INTEGRATED DATA LAYER EMERGES AS A TECHNOLOGY PRIORITY
To keep pace with their always-on customers, marketers need to be able to execute in real time, across channels, with the right personalized message.
In 2015, data will not just be a means to quickly enhance a specific campaign, but an asset that can give your company a competitive advantage in the marketplace.
An Integrated Data Layer Emerges as a Technology Priority
If the right approach to marketing is to be data driven, then this is absolutely essential
Utilize all of the data, not just some of it that’s already been there
Some amazing innovation could come out of this
Agencies need to help advertisers organize their data
They can’t sit back and say “well, you don’t have what I need”
Also could be another revenue stream and increase stickiness
Only the savviest marketers will understand this right now
An Integrated Data Layer Emerges as a Technical Priority
Team AgencyJosh Dreller
Essential to support data driven marketing efforts in 2015 and beyond
Technical and business priority Who owns data in your organization?
Do you need a Chief Data Officer? Develop a data strategy that accounts for
current data landscape and identifies gaps Data is a corporate asset
Model the ROI Understand how you’ve leveraged data
historically Think beyond marketing
An Integrated Data Layer Emerges as a Technical Priority
Team AdvertiserAna Milicevic
PROGRAMMATIC GOES EVERYWHERE
2015 is the year that programmatic becomes the norm for marketers--and it’s going to be everywhere, from mobile and video to television and billboards.
The use cases that result from the spread of programmatic buying will personalize our experiences in new arenas.
Programmatic Goes Everywhere
Awareness & education What % of your media buys is spent
on programmatic? Is this a dominant channel for you in
2015? It can be more than just an execution
channel Automates many aspects of media
transactions for operational efficiency Are you capturing the right KPIs from
programmatic efforts? E.g. is remarketing resulting in larger
basket size on subsequent purchase?
Programmatic Goes Everywhere
Team AdvertiserAna Milicevic
The most undeniable trend on the list Agencies need to keep embracing
programmatic Lowers execution costs Increases nimbleness and flexibility to
move spend around Self-service to apply your expertise vs.
ad networks Optimization over and over
Every new innovative “thing” can be enhanced by programmatic
Can help digital agencies move into offline media and increase their footprint
Programmatic Goes Everywhere
Team AgencyJosh Dreller
Q&A