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How to Be Digital-First in 2018

With the progress achieved in data and advertising technologies, every marketer’s dream of “delivering the right message at the right time to the right user” has come closer to reality.

By automating media execution and activating data for smarter media buying and optimization on interactions across channels, programmatic technology is empowering marketing teams to become more effective and efficient.

This evolution forces marketing organizations to become experts in technology and data, algorithms and analytics. Many are adding new types of profiles and skills, with data scientists and technology specialists joining their operations teams.  The most time-consuming operational aspects of media execution activities are being streamlined. In turn, marketing teams have more time to focus on creating innovative and successful marketing strategies. Through automated measurement of outcomes, they also get an immediate view of the results these strategies deliver to the business.

However, the industry still faces a number of challenges as it gets closer to the goal of 1:1 marketing at scale, such as: 

  • The increasingly complex digital advertising ecosystem with the proliferation of technologies and providers,

  • Consumer behaviors that are harder to track with the proliferation of devices and the fragmentation of media owners making it more complex to optimize media investments,

  • The scarcity of experienced talent to deliver the best outcomes on  online marketing strategies.

Why does it seem so hard for marketers to get the best out of digital? 

The advertising industry is facing the exact same challenges that finance and sales departments did before them. When ERPs and CRM systems were introduced, organizations had to completely restructure their ways of working to extract the best benefits from technology.  Marketing departments today are in the same position, with both marketing technology and advertising technology automating their less strategic tasks. With the introduction of software solutions to automate manual processes, marketers are forced to adapt to change and to review how they operate.

Inherently, digital marketing is not complicated, but it certainly requires proper management. It takes some energy and experience to actually build a digital strategy that delivers results for the organization. To successfully manage the transition to a more streamlined and optimized organization requires a conscious effort to plan and deliver a real change management program. This strategic investment in organizational design, technology and people development will help deliver long-term dividends to the business by focusing on key objectives and outcomes.

Why digital advertising consulting is important

On a more operational side, technology has allowed to improve efficiency of media investments by standardizing and automating media operations. Media buying processes and advertisers' organizations need to be streamlined to better focus on delivering the best business outcomes and tangible results.

AlwaysOn Digital, through its unique experience and positioning in the advertising business, can help media organizations deliver on these objectives. We have always-on experts who use the first demand-side technology to support marketers in all aspects of their marketing strategies. Our experts are best positioned to help marketers succeed in optimizing the execution of their digital media investments. Get in touch with us in the new year. 

Photo from Creative Commons

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