Adobe Digital Dialogue

The evolution of marketing – from Mad Men to Math Men

Over a decade ago, a savvy mar­keter in the adver­tis­ing world would have been described as ‘cre­ative’. In today’s dig­i­tal world how­ev­er, a suc­cess­ful mar­keter is some­one that is not only cre­ative but who also under­stands data.

I have worked in the indus­try for 15 years, and there has been a huge trans­for­ma­tion in the DNA of suc­cess­ful mar­keters. Nowa­days, the abil­i­ty to use ana­lyt­ics has become essen­tial for pro­gram­mat­ic adver­tis­ing.

There is a grow­ing con­ver­gence between adver­tis­ing and mar­ket­ing tech­nol­o­gy. As a result, mar­keters need to look beyond adver­tis­ing met­rics to oth­er met­rics such as web ana­lyt­ics – the behav­iour of peo­ple once they go to your web­site – and incor­po­rate this data into an opti­mal adver­tis­ing strat­e­gy.

Bringing data, media, and creative together

The con­ver­gence of data and cre­ative con­tent means mar­keters are rely­ing more and more on tech­nol­o­gy to deliv­er more per­son­alised cus­tomer expe­ri­ences, and dynam­ic cre­ative opti­mi­sa­tion (DCO) has emerged as the lead­ing tech­nol­o­gy for mar­keters to take their pro­gram­mat­ic adver­tis­ing to new lev­els.

This tech­nol­o­gy allows mar­keters to max­imise the impact of their dis­play ads by offer­ing the most effec­tive con­tent dur­ing the pro­gram­mat­ic ad buy­ing process, in real-time.

Audi­ences ulti­mate­ly want rel­e­vant per­son­al­i­sa­tion. DCO tech­nol­o­gy helps mar­keters tar­get their ads to the con­sumers they’re aimed at for any strat­e­gy through the fun­nel, be it retar­get­ing or prospect­ing.

DCO also helps over­come key mar­ket­ing chal­lenges such as slow time to mar­ket with lim­it­ed cre­ative; the inabil­i­ty to be real­ly rel­e­vant at a prod­uct SKU lev­el; lim­it­ed test­ing and opti­mi­sa­tion through­out the fun­nel, and dis­parate pro­gram­mat­ic solu­tions that bridge audi­ence, media and cre­ative. DCO ulti­mate­ly deliv­ers bet­ter-per­form­ing ads that save time and mon­ey.

Mar­keters need to over­come the mis­con­cep­tion that DCO is expen­sive. They should instead view it as an invest­ment with a long-term time frame. Those that sim­ply look at its short-term impact will be miss­ing a huge oppor­tu­ni­ty.

Come to Sym­po­sium where Mon­i­ca Lay will dis­cuss how dynam­ic cre­ative opti­mi­sa­tion can solve many mar­ket­ing chal­lenges and great­ly improve ad per­for­mance by max­imis­ing cus­tomer data. Reg­is­ter now!

Data Driven Marketing

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