3 Ways to turbocharge your marketing-simon kahn – bw businessworld h2 database viewer

The marketing landscape has never been more complicated. There are a myriad ways to reach out to customers — from smartphones to search ads to six-second bumpers — and they keep multiplying. However, with opportunity comes complexity. There is no “one-size-fits-all” solution in this rapidly evolving landscape. Here are some of the challenges that marketers are facing today, and a few ways to tackle them

Turn big data into big wins. Since the late 1990’s, brands have set up intricate systems to gather data across touchpoints with the hopes of gaining improved insight into user behaviour. As the consumer journey becomes increasingly complicated, more data points are collected along the way, leaving marketers to figure out how to make sense of all this information. How can brands turn this repository of data into a meaningful and valuable resource?


Work cross-functionally to mirror consumer behaviour. Now is the time to organise and activate this sea of data. To do that, brands need to first turn organisational silos into cross-functional teams, particularly amongst online and offline departments. Then create standardised systems for collecting and labelling data to ensure everyone speaks the same language. Use this system to consolidate first, second, and third party data. This centralised data repository will help paint a clearer picture of the consumer journey across platforms. It will also enable you to attribute the impact of each channel, whether online or offline, more accurately.

Brand Sephora used the Analytics 360 suite to determine how its digital campaigns were influencing offline spends. Once it included in-store sales in its analysis, it found that mobile was the primary source of sales traffic, generating a bulk of offline transactions at a higher average order value. This was an insight it would not have uncovered if it had continued measuring its success based solely on online conversions.

Your chance to grab attention is measured in milliseconds. During an evening at home, do you know how often you switch between devices? One study in the UK found that the average consumer swaps devices 21 times an hour at home. Brands now have an exponential number of pathways to grab attention as the number of surfaces and channels have multiplied. However, attention has become scarce as standards for engagement have gone up. Today’s consumers are more discerning with where they invest their time. Marketers need to ask themselves: if consumers have become more selective, how do I ensure my brand comes out on top?

Reduce friction in your consumer’s journey. Across Asia, almost two-thirds of the region’s Internet users access the web via mobile. In Southeast Asia, it is 90 per cent. Here, mobile is the Internet. To come out on top, brands need to master the basics. On mobile, that means speed — offer a slow experience and you risk being replaced by faster alternatives. Research shows that 53 per cent of websites are abandoned if they do not load in three seconds.

Marketers can do a quick mobile speed health check by using TestmySite, a free tool for measuring performance across devices. From there, brands can explore an array of different options to help optimise their mobile site experience. One example is Progressive Web Apps (PWA), which offer a great middle ground between a website and an app, giving users the polish of an app experience without the heavy costs of app development. Users also do not need to install PWAs, saving space on smartphones that are often already cluttered with apps. Accelerated Mobile Pages (AMP) — mobile web pages that open almost instantly — are another option.

Cut through the noise, with automation. Personalisation has become a mandate. Marketers have a number of variables when crafting a campaign, from the type of creative, to the targeting options, to the bidding modifiers. With all these options, how do you create individualised messages at scale? The key to this is automation. Machine learning dominated the conversation in 2017. However, this year, marketers will move beyond the buzzword by adopting tangible solutions to automate the process of creating bespoke messaging.

In the US, one-third of time in the workplace is spent collecting and processing data, which means less time spent on strategic tasks. Tools such as DoubleClick Dynamic Creative and Universal App Campaigns help marketers recover some of this time by automating the more operational aspects of campaign planning and deployment. These tools parse through millions of data signals to find high-value users, identify the right placements, while simultaneously assembling the optimal variation of an ad — all in real time.

The Google marketing team in Australia boosted usage of Google apps and improved Android purchase consideration by using automation to create customised ads. The team researched trending themes amongst millennial audience to build target groups such as “beach-bound travellers” and “fitness buffs”. From there, they developed a series of dynamic mobile banners that were updated based on data signals such as time of day and location, helping them get personalised messages to their users more efficiently.

The way forward. While the changes to the marketing landscape have created a wealth of opportunity, the fundamentals of our industry remain the same. Emerging technologies can shed light on behavioural trends and help optimise the way messages are delivered. However, to hit the mark, brands need to remember that their consumers should always come first.

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