It’s important for marketers to build their own framework of measurement and brand safety wherever possible and not rely entirely on publishers. It seems like they’re taking some steps in that direction. The controversies really highlighted the need for the big ad-tech firms to be more transparent and allow third party audits. The complexity of online advertising has meant that it’s always been somewhat less ‘tangible’ than traditional media. It wasn’t a complete surprise, but the extent of measurement and content filtering problems for the big tech companies were surprising. "This is not just about sticking post-it notes on a wall but valuing speed and interaction over bureaucracy." What was your biggest surprise in 2017 - what didn't you see coming? Feed based advertising across social and display channels presents an opportunity to do this quite easily. Marketing messages should be relevant to who the customer is, their interests, preferences and personality. But for your messages to be effective, they need to be relevant to the customer. It’s easier than ever before to get lots of traffic at a low cost.
I’d say that relevance of your communication is the most important factor in converting shoppers. What in your opinion is the best tactic to reach or convert shoppers today? We’ll have to live with logical assumptions for a while. We’re likely to have more tools at our disposal to deal with these challenges but it’s unlikely that we’ll ever have perfect data sets. Although, this makes measurement really difficult.Īt THE ICONIC we think a lot about measurement and how we can overcome some of these challenges e.g.: how do we ensure our attribution stays current and considers the behavior of our customers? I think the complexity of measurement will continue to increase over the next few years as we communicate with customers on new emerging devices like smart TVs, speakers and watches. As marketers, it’s important for us to offer the best experience across all devices and encourage customers to shop on whatever device they prefer. It’s very common for customers to start their journey on one device and finish on another. The past decade has seen the emergence of the multi-device world. What do you see as the biggest challenges for digital marketers today?Īccurate measurement continues to be a major challenge. It’s been exciting to watch these capabilities emerge and I’m keen to see where it goes in the next few years.
The ease with which we can do this compared to just two or three years ago amazes me. Marketers can reach very specific segments among their own customers or potential customers who are very similar to them across channels. We can reach customers or potential customers more precisely than ever before. It’s unbelievable how much the _digital marketer’s toolkit_ has expanded in the last few years.It’s been fun to watch this space in the last two years and I’m excited to see where it goes. Short format video, Immersive Canvas, and Carousels are enabling marketers to _tell their brand story in new and interesting ways_. Instagram, Snapchat, Periscope and others have enabled new ways of interaction and these are extending to advertising and business.
Iconical marketing tv#
Traditional media like TV and magazines have been much better for creative expression. Digital ads are effective, but in the past they have not been very inspiring visually.
In this week's interview, we share the tips and thoughts from Prasad Shringarpure, Head of Online Marketing at leading Australian online retailer THE ICONIC.
Iconical marketing series#
In our series “Inside a Digital Marketer’s Mind”, marketing experts from various industries tell us their thoughts on the current state of Digital Marketing, including trends, developments and predictions for 2018.
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