If mobility is important to your customers when they are looking for your product or service, seriously review your media spend and strategy to ensure that it provides the right amount of focus to consumer mobility. Obtain the services of a mobile specialist during this time of change as many companies are simply doing mobile advertising as their way to entering this space. Being ‘mobile’ involves a lot more than having a responsive site. It involves potential company structural changes, discussions around data capture, attribution and re-marketing for example.
Think out of the box when planning your digital strategy for 2016 and consider things such as connected in-car multimedia interfaces as a way to optimise your local search strategy within Google and Apple Maps. Learn fast and before your competitors get involve.
Now is the time for marketing departments to begin working as one unit rather than in silos. All forms of advertising need to come together with the main goal being the sales cycle and customer service. Have strategies in place to capture 1st party data via your CRM and DMP. Analyse this data and customise the experience for your audience and invest in systems that lay the foundation to link the online to the offline world. The key is to remember that you don’t want to bombard the consumer with information. Instead make it easy to measure sentiment and loyalty, plus match the behaviour with outreach tailored to the consumer’s wants and needs.
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Companies will consider consumer mobility first when planning their digital strategy and readjust their media budgets to balance mobile and desktop spend. For many industries non-desktop visits are greater than desktop visits however the percentage of media spend to date has been out of proportion. All signs indicate that companies will address this and allocate significantly more budget to non-desktop media in 2016.
Fragmentation and increasing adoption of digitised media (Stan, Netflix, Spotify etc) and technology (Apple Watch, Apple CarPlay, Android Auto etc) is opening up new opportunities for digital marketers to get in front of consumers at a different context. For example, appearing as the “nearest coffee shop” within Android Auto app. With additional tracking and targeting opportunities, marketers face additional challenges in understanding how their messaging appears across multiple devices – not just desktop, tablet and mobile.
A seamless experience for a consumer is critical. Sophisticated businesses will find ways to create personalised experiences with consumers not only across the website and various digital media platforms but also across bricks and mortar stores. This will be achieved through the use of 1st party data (for example, loyalty program data) or 3rd party data partnerships. Marketers will begin using integrated tools, which can track the customer’s journey and give them the ability to engage with the consumer in different ways. “Segmentation” will be become one of the most used digital buzz words for the next 12 months if it isn’t already.
Digital disruption and the evolution of social networks at scale will continue to rise as more companies scramble to leverage the “uber ecomony”. Consumers will understand the importance of their own personal profile currency and how this may impact on their value to a company – reversing the traditional roles of the business-consumer relationship. Companies may be willing to spend more to acquire groups of influencers or specific individuals who add a lot of value to the business.