Digital Intelligence Report
May 2019 (Bonus Issue)
|
The trajectory toward one-to-one marketing is fierce and is absolutely led by digital due to its efficiency and nimbleness with data. But one-to-one is extremely hindered by a capabilities knowledge gap often managing the marketing purse strings and an equally detrimental disconnect with the creative strategy. Additionally, the marketers who best close the gaps here are highly sought and move around and up quickly. Then, there’s the fear of the Big Data creepiness and potential negative brand lift it could bring. Finally, once you have a personalization strategy in place, implementing it only on one or two channels is deflating and less impactful.
Because of these speed bumps, marketers are often left saddened by the results of an aggressive personalization strategy and settle on segmenting as deep enough. They’re resigned to the executable rather than the exceptional.
Let Rooster help bridge these knowledge gaps for you and carry you (and your customers) to a real personalized marketing strategy.
KNOWLEDGE QUIZ: Are you an avid reader of our Digital Intelligence Report? Then you should do well in this eMarketer Quiz.
MORE
SOCIAL: If you aren’t engaged in social media monitoring or have ignored the pleas (and please?) from your social media manager, this is the year to get on it. Too much to gain and protect. These tools are great in conquesting but also in crisis management situations.
MORE … Meanwhile, more social planners will be using listening to be better in the near future.
MORE … Go small or go home says Seth Godin. Small targets treated well can become aggressive micro-influencers.
MORE … And to cultivate micro-influencers, you might want to reach out and interact (be social!) with those targets.
MORE … Facebook has another third-party data problem on its hands, this time from South Korea startup Rankwave.
MORE … Facebook’s upcoming privacy tools, including the Clear History action, may make your custom audiences weaker. That’s not great news even for those with strong first-party data.
MORE … What to do with all of these social channels? Post the same thing on each? No. Here’s a handy chart from Axios.
|
DISPLAY: Google’s Google Marketing Live launched a number of initiatives, including Discovery Ads (display in video-centric locations), app deep linking and retail-based options.
MORE … Automated ad refreshing has been around for many years, but only recently has the technology been respectable (when tied to viewability and other key metrics to ensure quality on the first or last impression in a position). Especially in niche categories like agriculture, this increases impressions for low-traffic publishers. It can be done right but many times is not.
MORE … B2B creative still mostly stinks.
MORE … Google Chrome launched as a friend to both developers and publishers. After gaining market share, the friendship has been strained. The new native lazy-loading tool speeds up slow-loading sites but has advertising downsides.
MORE
SMART SPEAKERS: Smart speaker adoption in the U.S. increased 78% in 2018.
MORE … Meanwhile, nine out of 10 companies, presumably retail brands, are investing in the technology in some fashion. But, they are letting IT lead the charge.
MORE … Smart speakers are only partially spying on you and mostly in an effort to get smarter.
MORE … Smart speakers may have a better time with men than women in their current iterations.
MORE
ARTIFICIAL INTELLIGENCE: Everyone is supposed to already have an AI component to what they are doing, but where does AI make the most sense? It is in automating costly, repeatable manual processes.
MORE
BLOCKCHAIN: The unrelenting and unreasonable hype around blockchain is masking real potential value – as a decentralized data recorder on a shared commodity. Hard and expensive work ahead, but beneficial.
MORE
CHATBOTS: Many consumers are engaging with chatbots but still prefer a human in most cases.
MORE … See the chart below to see what many want their chatbot to accomplish … We experienced a unique implementation of a chatbot this week from Forbes. They used it as a UX improvement on the standard survey tool. And it worked. … Juniper is bullish on the future of chatbots in retail (
MORE), but more-importantly, here is a list of a few brands using them for you to play with:
|
CONTENT MARKETING: B2B marketers struggle to value and measure thought leadership, so they miss how much easier it is for a thought leader to generate a quality lead.
MORE … Don’t waste time just doing content marketing. Have a plan. Have a quality expectation. Execute it well.
MORE … Measurement right now boils down to page views, leads and increases across SEO, session time and unique visitors.
MORE … Don’t be formulaic in your approach. Your brand deserves a unique touch.
MORE … It might be time to test out an episodic approach that tells the full story but in pieces and parts. Not all at once. And it likely involves more than one media approach.
MORE … In the financial technology industry, content marketing is widely used and accepted and nearly half are expanding their content to three or four different mediums.
MORE
…
SEARCH: Bing Ads is dead and is now called Microsoft Advertising. Google owns domestic U.S., so it is more something to watch than something that matters to most of us.
MORE
PROGRAMMATIC: eMarketer is predicting that PMP deals will outpace open exchange buying in 2020. It is estimated that PMPs are $1.5 billion behind the open exchange but fraud concerns are driving buyers to more friendly locations.
MORE
… Ads.txt has greater than 70 percent adoption but stops short of fixing the transparency and fraud issues. Ads.cert is the next tool, looking not at the sellers and vendor relationships but verifying the inventory itself.
MORE … The Trade Desk, often a gold standard in programmatic and one of the strongest players, missed earnings estimates in Q1. Adtech is a tough place to make guesses, so the challenge might not be with TTD but with how investors predict.
MORE
DIGITAL VIDEO: In a boost to relevant content for marketers, YouTube is planning to show original content not only on YouTube Premium but on the free-view, ad-supported YouTube as well.
MORE … Don’t believe everything you read or watch. The rise of technology has created the opportunity for deepfakes.
MORE … YouTube Bumper Machine might be making 6-second ads on your behalf to help with the ongoing trouble of content creation.
MORE
GOVERNANCE
: The California privacy law CCPA will likely be amended throughout 2019 before its implementation Jan. 1. Some of the current amendments further define terms, address public information, exclude business information and loyalty program data and information request processing.
MORE
… Digital Technology continues to outpace regulatory and sometimes even moral governance. Should the world slow the development down to make sure it’s all done right? I can see it both ways.
MORE
… Ad tracking software is plentiful but it takes a microscope to know if apples and oranges are what they say they are. The IAB supports regulation of the sector.
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
|
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.
|
|
Rooster Strategic Solutions | roosterstrategy.com
|
|
|
|
|
|
|