Cameron Bryant is a co-founder and partner of independent digital marketing agency Sparro, which manages more than $ 120 million in ad spend on behalf of more than 80 clients.
The future of digital marketing is bright – it’s creative, progressive, and most importantly, it’s customer first. As we say goodbye to cookies and move beyond last-click attribution, digital marketing as we know it is taking on a whole new form.
Will this mark the end of personalized and targeted marketing? Absolutely not.
Will this mark a new wave of re-launched creativity that works harder and smarter to build longer lasting relationships with customers? You bet.
A new era for digital marketers
We are entering a new era for digital marketing. The weakening of the reliance on cookies and the increase in data cleanrooms offer marketers new opportunities to redefine the way we use data and, more importantly, the way we engage with customers to create meaningful experiences that have an impact.
While the concept of data cleanrooms (distributed data environments where Google, Facebook, and Amazon share aggregated data rather than customer-level data) is not new, the changes will see more innovation and collaboration on the market. how brands can make sense of data. in a customer-centric manner.
It also means that customers will need more to own their first-party data, rather than relying on platform-specific information. As more brands invest in their own data capacity, we’ll see even more collaboration between internal data teams and partner agencies.
The ripple effect will reduce reliance on platforms, forcing digital marketers to better understand key audiences and their needs, clients’ strategic business priorities, and traditional marketing theory and principles.
While this level of business acumen should be a standard prerequisite for a digital agency, the sad reality is that the industry as a whole has been resting on its laurels for too long. Many digital marketing agencies rely solely on a ROAS they see on Facebook or Google, rather than taking a strategic view of what really impacts business and how customers interact with a business. Mark.
That’s not to say that there aren’t many great digital marketing agencies that break that mold. These agencies are constantly looking to the future, to the future, to what could be improved. These agencies have invested in their staff and have given priority to the development of training. These are the agencies that will come out on top and shape the new digital age, while others scramble to stay relevant.
Performance driven creation
Rising consumer expectations, changing media habits and changes in data privacy are driving the demand for a new wave of creativity, which requires greater collaboration between digital and creatives.
Never before have brands had such a need to say something, to stand up for something – to be an active force for good in the lives of customers. This not only allows brands to connect and interact with consumers in real time, but it also has real business benefits. Twitter research finds brands that support social issues have the most impact in influencing the buying decisions of Australian consumers.
However, creating brand resonance in a first world of privacy is no easy task, especially when the pressure to hit the mark and truly understand and reflect an audience’s needs is at an all-time high.
Now is the time to choose brand building and long-term loyalty with customers over short-sighted tactics.
But you can’t take a long-term strategic view without knowledge.
Unfortunately, creative agencies are often limited by their ability to see and influence the media performance of their work, which means inefficiencies are the norm. You can have the best creation or the best medium, but neither can work in isolation; and if either is ineffective, you’re going to see a poorly performing campaign. But as more and more marketers begin to marry creativity and performance, a new creative process will lead to greater efficiency, innovation and growth.
So what does all of this mean for brands and the industry in general?
Accelerating live buying trends through platforms like Instagram, TikTok, and Pinterest TV are driving demand for smart creations that are smaller-scale, hyper-agile, and meet audience needs in real time.
While there is always a market for large-scale creative concepts, creative inefficiencies are a big deal and the process is ripe for disruption.
This will see greater collaboration between creative and performance agencies – transforming the way creative and digital media teams work together for the better; generate results more aligned with business results, not just digital metrics.