As traditional retailers struggle to maintain the excitement they drummed up over the holidays, there is much to be learned from the marketing tactics of the direct to consumer brands successfully engaging their ever-growing audiences.
Whether it’s the inherent fresh feeling of a new year or the strategic marketing of homegoods sales in January coupled with the brilliant release timing of a Netflix show that turns tidying into a litmus test for joy, each new year comes with new resolutions to clean up. Marketers are no exception.
Indeed, when discussing predictions for marketing in 2019, one theme kept popping up: marketers are looking to declutter.
Your holiday campaign was successful. You kept your CPA in check while driving higher conversion volume than you were hoping for. Now what?
Every week, a new article is published about the number of users who block or otherwise find ways to ignore advertisements. While advertisers can prioritize bidding into verifiably viewable inventory to ensure their ad is seen, the quest for captivating audiences doesn’t stop there.
If a campaign successfully reaches an intended individual, will their recollection of the message be positive, or will they be annoyed? The answer relies on a number of factors.
While many marketers are in the midst of holiday campaign madness, some are beginning to look ahead to 2019. Even among the proactive, many are stuck on analytical autopilot, measuring success against archaic metrics that no longer fit their goals.
If marketers were to believe media consumption metrics as an absolute truth and a barometer for attention, it would seem that the public either never sleeps or never takes their eyes off a device.
Testing is core to marketing, but reporting on a myriad of experiments across a plethora of partners is a headache. Setting aside the ideal goal of sensible and accurate multi-touch attribution, simply getting data to jive and integrate into the same dashboard is no easy task. In many cases, it’s akin to mixing oil and water.
As marketers rightly seek and demand better, clearer reporting into the efficacy of their media spend, so advanced television campaign measurement and attribution is receiving more scrutiny. To aid marketing teams in this pursuit, the IAB has released an advanced television attribution buyer’s guide, and there are a few key takeaways every omnichannel marketer should take note of.
As marketers seek better agency over their efforts, so many are bidding farewell to external agencies and bringing more activities in-house. Much of this is driven by aspirations to reduce cost, improve business intelligence, and move more quickly in ever-changing markets.
Every day, marketers are looking for ways to elevate their digital strategies, yet many lack the time or resources to put their theories to the test or explore new technologies.
Indeed, according to a recent study published by Warc, marketing exploration is frequently hindered by both technical barriers (45%) and budget constraints (42%).
