4 things Marketers Need To-Do To Thrive In The Future

The #digitalization of many facets of our existence was already pushing the "do life" from anywhere with any device mindset before the onslaught of COVID-19 forced us to fast adapt to working, learning, and socialising from home. Consumers now expect seamless experiences across channels due to the last ten years' acceleration of the shift to a digital economy, which accounts for anywhere between 4.5 and 15.5 per cent of global #GDP. With 175ZB predicted to be created by 2025, this activity is considerably increasing the amount of data being created, captured, copied, and consumed globally. As a result, people are becoming more guarded about the information they share with brands.

1. Obtain absolute transparency

The ongoing lack of transparency in the digital advertising supply chain directly contributes to CMOs' incapacity to track their expenditures and the outcomes they may or may not produce. Transparency into all aspects of automated advertising, from pricing to signals like inventory kind, fraud, and identity, is essential to running it the way you need it to. In fact, 32% of B2B buyers globally discontinued utilising specific vendors due to a lack of openness, according to a Q2 2020 poll.

2. Find your audience wherever they are

As more addressable screens and speakers become available, more than half of all advertising dollars are now spent on digital platforms. The growth of numerous of these channels has only been spurred by the events of the last 18 months. Time spent watching OTT streaming video increased overall by 13% between Q2 2020 and Q2 2021, with smart TVs accounting for 46% of that time. After traditional radio usage recovered at the end of last year, digital audio is anticipated to overtake it in time spent for the first time ever this year.

3. Advantages of interoperability

Integration does not mean trying to piece together several tools to create a tech stack. Your technology must be genuinely agnostic to be fully interoperable. It is not permitted to favour a particular provider, channel, identification, or measuring approach. Your marketing will remain agile while maintaining a solid technological base if you can design custom solutions with the assistance of industry professionals and leverage APIs to develop on top of your main #technology foundation.

4. When necessary, seek assistance.

Many of the major technology companies don't normally have excellent support and service. Regardless of how excellent the product is, every marketer will eventually require assistance to manage a challenging campaign, test a new channel, or adjust their advertising plan to include new goods and services, consumers, markets, and audiences. You can be flexible while knowing you have a support system behind you if you can choose from a range of services, ranging from the most fundamental onboarding assistance to completely hands-on keyboard management.

With technology and talent that offer the same flexibility and stability that customers, and all of us, crave in every part of life, you can take charge of your marketing.