Strong marketing decision-making can’t be based on emotion. Sure, that big sponsorship makes sense. But how do you prove it with data? That’s a challenge faced by Smithfield Foods and its brands like Eckrich and Nathan’s. In order to justify key marketing decisions, the company has turned to unified marketing measurement built on real-time data. The result: Greater transparency and more strategic outcomes.
Influencer marketing isn’t just a trendy marketing tactic. It’s a sound business strategy. But it’s important to understand that influencer marketing is a lot more than simply driving third-party recommendations from social media users with large audiences. It is actually a crucial way to seed your queue of leads and referrals.
Winning TV advertisers are looking beyond impressions and traditional ratings systems to measure performance and prove ROI of their campaigns. By being able to track how TV campaigns drive web traffic and online conversions, advertisers can add digital-like granularity and accuracy to their results.
The need for transformative, disruptive growth is expanding marketing’s role beyond communication campaigns, altering brand marketers’ relationships with agencies. We’ve heard the warnings about consultants, insourcing and cost-cutting. To survive, agencies are feverishly transforming themselves to be more nimble, streamlined and responsive. Simply put: There’s an existential need to become agile.
What do you really know about the consumer’s path to purchase? Digital channels are taking hold. Offline touchpoints have become critical for brands that were once online-only. Today’s shoppers are “super consumers” who quickly form shopping behaviors around retail platforms. Get a fresh perspective of observing how they research, engage and purchase digitally.
Here’s a prediction for 2019: It will be the year when new audience targeting methodologies begin solving the biggest challenges that brands face, particularly when it comes to customer acquisition. Better, more accurate data sources are emerging. Predictive analytics are making better use of machine learning, AI, and other advanced prospect modeling techniques.
The consumer journey is more abstract and more difficult to trace than ever before. Consumers are now in charge of their own purchase journeys, using a wide range of online and traditional tools to locate the brands and the products that meet their individual needs. The old ways of mapping the path to purchase no longer apply. You need deeper, richer insights.
Brands and agencies seem to have the same struggle these days: delivering compelling mobile ad experiences. It may be less about the format and more about the creative. After all, far too many marketers are still doing things like repurposing their desktop ads. But mobile as afterthought simply doesn’t work. You’ve got to create better ads that are designed for mobile experience first.
Snapchat—with its filters, lenses, ad options and sponsored stories, not to mention its Gen Z and millennial users—is a unique platform that is constantly innovating for brand advertisers. Still, marketers managing multichannel campaigns need guidance to measure the impact of these activities accurately. Learn best practices for Snap measurement.
As you’re in the midst of putting together your plans and strategies for 2019, there’s no question there are some pivotal trends you’ll need to keep in mind. From connected TV to China to artificial intelligence to the end of “last click,” brand marketers are going to need to take advantage of the latest round of transformative marketing evolution.