Your Digital Intelligence Report

Digital Intelligence Report

October 2019

I'll be honest. I think digital marketing should be exponentially more robust than it is today. The tool sets are fantastic (but there is often a price hindrance). The activities and capabilities are exceptional (but it takes staff to learn and wield the tools well). The analytics can tell you just about everything you could want to know (but the insights are rarely shared with real-time action as the goal).

The set it and forget it mentality that still permeates our world is an affront to all who deeply care about every marketing dollar. The tools, capabilities and metrics change and change quickly. That means, the responsibility we should all feel for keeping us our partners up to speed needs to increase.

Recently, I have see examples where digital plans from last year looked like the plan from the previous year and the year before that. No. No. No. I've also heard partners promise digital performance metrics at the end of the campaign (if you want it). No. No. No.

But the toughest one of all is when the tools offered in a given product are wielded peculiarly because the seller just doesn't understand how it really works. Hopefully this periodic update helps you in those situations. And with that knowledge, you can help others. It's going to take a team effort.

Maybe digital strategy should be flipped to be effective? MORE ... Here's another way to enhance your digital strategy. MORE ... And how will customers and audiences engage with your brand and products in the future? Differently than today for sure. MORE ... The more real-time we get, there are some real marketing challenges to assess. MORE ... Quite possibly the future will be even crazier if people hate ads as much as some think. MORE ... Hear some wisdom on acting now on those changes in this webcast. MORE

PROGRAMMATIC: Publishers looking to expand into programmatic need to partner up cautiously. MORE ... Based on the click data from these reports, basic primers on various topics are quite popular. Here is another good one on the latest in programmatic advertising. MORE ... Cross-screen addressibility versus privacy protection politics. Who is going to win? Both could help the best marketers. MORE ... More than half of lead marketers believe premium digital opportunities (not standard programmatic) deliver the best ROI. Premium programmatic is a thing, though, it just has been buried under the race to the cheapest. MORE

Rooster's Wake-Up Webcast: Ag Endemic Media’s Role in the Future of Digital, Nov. 14 at noon.

SOCIAL: Many are considering or playing in the influencer arena. Here are some things to think about. MORE ... Instagram has righted its ship after the exodus of 2018, but what is in the future for Facebook's more visually appealing brother? MORE ... Facebook cut off more than 60,000 apps in a privacy investigation. MORE ... Marketers like the idea and engagement of TikTok. MORE ... Social media is a net-negative as it relates to news. Chicken or the egg in my opinion. MORE ... Using social in a marketing mix is different than it was a year ago. Some of the changes are unfriendly to your goals. MORE

WEB SITES: Whether you track it or not, the goal of your web site is a conversion. That conversion can be defined in many manners, but you want the audience to leave differently than they arrived. What helps? Brevity, page and site speed, directed copy and strong informative design. And a few other items, too. MORE ... If the idea of conversion optimization is intriguing, I have a webinar for you. MORE

VOICE ASSISTANTS: Voice search is a big deal and there are things you should be doing today to be ready MORE ... Google's latest update will allow you to delete your voice command history. MORE ... What if it didn't matter if you had a Google Home device or an Alexa? It all worked the same and you could choose which service to deploy. That's an Amazon-led consideration. MORE

SEO: Focus your attention on Google (although Amazon should be a consideration), highlight Q&A type data for easy voice search ingestion and maximize your knowledge graph. MORE

ARTIFICIAL INTELLIGENCE: Why do we keep talking about AI here? Because 175 zetabytes of data (by 2025) needs to be put to work for marketing and sales initiatives. MORE

CONTENT MARKETING: Don't do content marketing without content intelligence. What is content intelligence? The upfront information that guides your content approach. MORE

NATIVE: Taboola bought Outbrian! The two content recommendation engines are banding together to offer an alternative to Google and Facebook, at least in native. MORE

VIDEO: How about a 30-minute preroll video? I say, skip! That's actually the point with this ad. MORE ... Non-traditional ad types are growing in the OTT space, taking advantage not just of eyeballs but the ability to engage. MORE ... Connected TV outpaced mobile video impressions by more than double. Don't call CTV emerging anymore. MORE

CHATBOTS: More prefer to talk to a human. MORE ... Even so, these little gems work well in specific situations. MORE

5G: The government believes the radio waves from 5G are not damaging to human DNA. Scientists aren't sure that there isn't a brain damage scenario to guard against. MORE

CREATIVE: This is what I am talking about above. Let's use the data and technology to inform automated creative builds. MORE

THE BEST FROM THE DIGITAL INTELLIGENCE REPORT:

For more details on any of the topics covered here, contact Rooster’s Chief Digital Officer James Arnold:

Cell: (913) 291-6996

Amazon Alexa/Google Home: The Rooster Cast

james.arnold@roosterstrategy.com

The goal of the Rooster Strategic Solutions Digital Intelligence Report is to provide intelligence around the digital product landscape. What is coming next. How to use what you already have. Who might be doing it right.