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!