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Market Data / Supplier Selection / Event Presentations / Best Practice / Template Files / Trends & Innovation Dream vs. Reality: The State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Dream vs. Reality: The State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Econsultancy London 4th Floor, Wells Point 79 Wells Street London W1T 3QN United Kingdom Telephone: +44 207 269 1450 econsultancy helpeconsultancy Econsultancy New York 350 7th Avenue, Suite 307 New York, NY 10001 United States Telephone: +1 212 971 0630 Econsultancy Singapore 20 Collyer Quay #23-01 Singapore 049319 Telephone: +65 6653 1911 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 Published September 2018 Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 3 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 Contents 1. Executive summary . 4 1.1. Methodology . 6 1.1. About Econsultancy . 6 2. Foreword by MediaMath .7 2.1. About MediaMath . 8 3. Context: the digital advertising landscape . 9 4. Putting the consumer first . 12 5. The GDPR: the game-changing opportunity . 17 6. The puzzle of technology integration . 21 7. The quest for advertising efficiency . 27 8. The AI opportunity . 30 9. Conclusion . 33 10. Appendix: respondent profiles . 34 Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 4 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 1. Executive summary This report, published by Econsultancy in partnership with MediaMath, is based on a global survey of more than 400 digital professionals involved in online advertising, carried out in April and May 2018. The research covers key trends in the digital advertising sector, and highlights the growing requirement for a consumer-first approach to marketing activities to underpin both respect for individuals privacy and commercial success of the business. Industry professionals understand the need to take a consumer-first approach to marketing but many companies are still falling short The research shows that the commercial importance of focusing on the consumer experience first is broadly understood, though many companies are failing to adopt best practice. An overwhelming 91% of responding businesses recognize the importance of putting the customer first in all their marketing efforts, but a majority (51%) say they dont fully do so. The failure to adopt a consumer-centric, omnichannel approach can cause a range of problems which can compromise the consumer experience and undermine advertising effectiveness. For example, meaningful measurement and attribution of marketing impact across channels is virtually impossible without an omnichannel approach. The research confirmed that seven in 10 (70%) organizations that dont take an omnichannel approach to their advertising lack the ability to accurately attribute their online advertising spend to offline channels. Advertisers are held back by lack of adtech and martech integration The research has found that many brands are prevented from offering the best possible customer experience because of disconnected technology systems, a problem that hampers their attempts to engage customers and prospects with relevant and effective advertising. More than nine in 10 (92%) advertisers agree that integrated technology and data allow for seamless and effective advertising, but this level of integration is a reality for only a minority of responding companies. Almost two-thirds (63%) of advertisers and an overwhelming 96% of agencies and technology providers believe that advertising and marketing technologies are insufficiently integrated. The need to have a single view of the customer was rated top when it comes to the benefits of having an integrated technology-related stack, above more process-related benefits such as consolidated reporting and centralized workflows. An increasingly fundamental requirement for advertisers is the ability to target the right type of advertising to the right customers and prospects in real time. The ability to dynamically segment audiences is the most desired capability for companies when it comes to improving the advertising experience for consumers. Two-thirds (67%) of respondents rank this as one of their top-three choices for desired capabilities over the next five years. The GDPR is an opportunity for change A key goal of the European Unions General Data Protection Regulation (GDPR) is to give consumers transparency into and control over how personal data is collected and processed, meaning that it is a legal requirement as well as best practice. The regulation has had at least some impact on the marketing practices for 82% of advertisers and 86% of agencies and adtech vendors, according to our survey. Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 5 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 That said, while the new privacy law represents a massive opportunity to put consumer needs front and center of marketing and advertising, less than half (46%) of advertisers strongly agree that they have a privacy-compliant identity solution in place. Digital advertising continues to play a vital role in businesses, with brands committed to increased investment while seeking greater efficiency Digital advertising helps companies to fulfil a range of business goals, from the most obvious need to generate revenues and decrease costs, to supporting objectives such as increasing brand awareness and influencing consumer opinions. This research shows that the focus for advertisers is increased advertising efficiency, with well over half of advertisers (59%) and around three-quarters of agencies and technology providers (76%) citing this as a top-three priority. The desire for greater efficiency has fueled the growth of programmatic advertising. According to the advertisers surveyed, 45% of digital ad spend on average is spent programmatically. Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 6 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 1.1. Methodology There were 446 respondents to our research request, which took the form of a global online survey fielded in April and May 2018. Information about the survey, including the link, was emailed to Econsultancys user base and promoted via social media. The incentive for taking part was access to a free, advance copy of this report just prior to its publication on the Econsultancy website. Third-party panels were used to supplement the sample size. The sample comprised advertisers (72%), agencies involved with media planning and buying (17%), and technology vendors (11%). Detailed breakdowns of the respondent profiles are included in the Appendix. If you have any questions about the research, please email Econsultancys Head of Commercial Research Services, Monica Savut (monica.savuteconsultancy). 1.1. About Econsultancy Econsultancys mission is to help its customers achieve excellence in digital business, marketing and ecommerce through research, training and events. Founded in 1999, Econsultancy has offices in New York, London and Singapore. Econsultancy is used by over 600,000 professionals every month. Subscribers get access to research, market data, best practice guides, case studies and elearning all focused on helping individuals and enterprises get better at digital. The subscription is supported by digital transformation services including digital capability programs, training courses, skills assessments and audits. We train and develop thousands of professionals each year as well as running events and networking that bring the Econsultancy community together around the world. Subscribe to Econsultancy today to accelerate your journey to digital excellence. Call us to find out more: London: +44 207 269 1450 New York: +1 212 971 0630 Singapore: +65 6653 1911 Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 7 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 2. Foreword by MediaMath Consumer-first marketing in 2018 and beyond Its a great time to be a marketer. The practice of marketing is moving ever closer to becoming more intelligent, customer-friendly, efficient and effective. We now have the technology in place demand-side platforms, data management platforms, martech systems, artificial intelligence to customize communications at scale across touchpoints. This is not technology for technologys sake, but technology that can finally make marketing that everyone loves. Thats right, loves. Marketing that consumers love because it informs and delights while being respectful. Marketing that marketers love because it helps drive real business outcomes with transparency and control. Marketing that every value-adding participant in the ecosystem loves because it creates opportunities for service providers, content creators, technologists and so much more. More importantly, marketing can also be a force for good. It can create economic value and spur virtuous cycles of innovation for consumers and brands, and for the agencies, consultants, media, technology and data that connect them. Its time for marketing to grow up You dont have to be a CMO to know that theres a disconnect between the vision of what marketing is capable of and its current reality. As a consumer, the gap is evident as well. Consumers are barraged by increasingly annoying, intrusive, irrelevant or over-bearing ads. There is a growing concern that their attention and personal data are being exploited by bad actors, while they are given little or no say in the matter. Meanwhile, the proliferation of media touchpoints means marketers are being forced to manage increasing complexity in their marketing activities, yet continue to have limited tools to efficiently execute and measure its impact. The result is an alarming level of distrust and tension in the industry, massive waste of time and resources and a general stifling of innovation. The problems are clear, but fortunately the solutions are near at hand. That being said, making the vision a reality is not easy. The gap between the promise and the reality Our research with Econsultancy finally quantifies this disconnect. Their survey of more than 400 marketers from around the world shows how the industry is recognizing a consumer-first approach to marketing, but still struggles to execute it. For instance, 92% of respondents agree that integrated tech and data allow for seamless, effective advertising, yet 63% of advertisers and 96% of agencies believe that their adtech and martech are insufficiently integrated. And thats just one of the interesting facts we discovered that quantify the disconnect. What to stop, start and continue Digital marketing has been around for more than 25 years, and programmatic for more than 10. Its time for a change, one that will enable everyone involved in the making or consumption of marketing to enjoy and benefit from both the process and the outcomes. To build the third generation of digital marketing, we must move beyond legacy infrastructure, expose the bad actors in the supply chain and eradicate the notion that consumers are a means to an end. This report shows that we have a real opportunity to unite our whole industry around new technological standards, commit to ever-increasing transparency and control, and respect Dream vs. Reality: The Real State of Consumer-First and Omnichannel Marketing In partnership with MediaMath Page 8 All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopy, recording or any information storage and retrieval system, without prior permission in writing from the publisher. Copyright Econsultancy Ltd 2018 consumers privacy, while striving to consistently delight and inform them. We must acknowledge as fact that marketing must deliver for all members of the ecosystem. This is how we can make marketing everyone truly loves from consumers to marketers and everyone in between. Dan Rosenberg CMO/CSO MediaMath 2.1. About MediaMath MediaMath helps leading global marketers deliver personalized digital advertising across all connected touchpoints. Over 9,500 marketers in 42 countries use our enterprise software every day to launch, analyze and optimize their digital advertising campaigns across display, native, mobile, video, audio, social, digital out of home and Advanced TV formats. Founded in 2007 as a pioneer in programmatic advertising, MediaMath was recognized by Forrester in 2017 as a Lead
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