Page 14 - index
P. 14
RESEARCH, ANALYSIS & TRENDS
How marketers can win over
consumers in 2016
In 2015, the world became even more connected than Data – the growing currency
ever before. We saw a significant rise in mobile and
cross-device consumer engagement and an industry- Data is all around us. Both online and offline data can
wide shift towards digital roles for marketers. We also be used by marketers to streamline and optimize out-
saw brands increasingly build their marketing strategies reach, allowing the marketer to identify a specific set of
around digital inbound marketing tactics such as search audiences to target. According to research by Forbes
engine optimization (SEO) and search engine market- Insights, almost 75% of marketing executives polled
ing (SEM), a boost in social media engagement and are still focused on knowledge gathering from their data
content marketing. Through all this, one thing was con- and are unsure of how to use data-driven marketing.
stant – data-driven marketing, which stood at the heart
of strategy-making. The emergence of data management platforms (DMPs)
in the programmatic space can help marketers better
In Asia Pacific itself, digital ad spend accounted for 29% activate their data. DMPs have increased the ease of
of total regional ad sales, a figure that is projected to access to data for marketers and allow the ability to
rise again this year. In 2016, as the world connects fur- collect data from multiple sources for different types of
ther, marketers will need to put a greater focus on ana- campaigns. As data becomes increasingly available,
lyzing audience engagement across multiple platforms marketers will find greater value in enhancing digital
and devices. With these efforts, one thing remains clear outreach, and we will see a more profound shift to-
– there is an increasing need to serve relevant content wards data-driven marketing in 2016.
to the right audience, at the right time. Ignoring how
connected the consumers have become is no longer an Having a marketing tech stack is crucial, and this is
option. something even more marketers will work towards this
year. From data gathering, analysis and insights, to
As marketing continues to advance into the digital age, programmatic advertising and planning, using data to
we look at how marketers can leverage new technolo- drive marketing efforts will lead to more personalized
gies this year to win over even more consumers. content for target audiences.
14 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
14
How marketers can win over
consumers in 2016
In 2015, the world became even more connected than Data – the growing currency
ever before. We saw a significant rise in mobile and
cross-device consumer engagement and an industry- Data is all around us. Both online and offline data can
wide shift towards digital roles for marketers. We also be used by marketers to streamline and optimize out-
saw brands increasingly build their marketing strategies reach, allowing the marketer to identify a specific set of
around digital inbound marketing tactics such as search audiences to target. According to research by Forbes
engine optimization (SEO) and search engine market- Insights, almost 75% of marketing executives polled
ing (SEM), a boost in social media engagement and are still focused on knowledge gathering from their data
content marketing. Through all this, one thing was con- and are unsure of how to use data-driven marketing.
stant – data-driven marketing, which stood at the heart
of strategy-making. The emergence of data management platforms (DMPs)
in the programmatic space can help marketers better
In Asia Pacific itself, digital ad spend accounted for 29% activate their data. DMPs have increased the ease of
of total regional ad sales, a figure that is projected to access to data for marketers and allow the ability to
rise again this year. In 2016, as the world connects fur- collect data from multiple sources for different types of
ther, marketers will need to put a greater focus on ana- campaigns. As data becomes increasingly available,
lyzing audience engagement across multiple platforms marketers will find greater value in enhancing digital
and devices. With these efforts, one thing remains clear outreach, and we will see a more profound shift to-
– there is an increasing need to serve relevant content wards data-driven marketing in 2016.
to the right audience, at the right time. Ignoring how
connected the consumers have become is no longer an Having a marketing tech stack is crucial, and this is
option. something even more marketers will work towards this
year. From data gathering, analysis and insights, to
As marketing continues to advance into the digital age, programmatic advertising and planning, using data to
we look at how marketers can leverage new technolo- drive marketing efforts will lead to more personalized
gies this year to win over even more consumers. content for target audiences.
14 Asian eMarketing - March 2016 Marketing Automation: Retargeting, Programmatic & Real-time Marketing
14
