Posts

How marketing automation and creation fit together

When it comes to programmatic advertising or marketing automation in general, media or technology experts usually lead the discussion, while creation often remains sidelined. However, in a world of advertising where computers are increasingly performing control-based processes, creation is an important criterion of differentiation for brands and businesses and should not be considered as separate to the technical implementation.

In the key discussion regarding programmatic advertising and marketing automation, the market is driven exclusively by technology and media experts. So far it simply hasn’t been necessary in creation to speak about technological solutions.

However, avoiding the modern opportunities for advertising certainly isn’t a solution with a future. Creative minds should know and use the possibilities for involving new technologies such as programmatic advertising – even if it isn’t their main task to promote the standardisation of advertising media or the measurement methodology of online videos on Facebook or to discuss interface problems between DSPs and SSPs. But they do need to develop an idea at the beginning of the process that will surprise the market and that isn’t expected. Only once this umbrella idea for a brand or product has been developed is it possible to meaningfully engage automation in marketing.

The greatest hurdles for programmatic creation lie in everyday work. This is because advertisers’ briefings for media and creation are unfortunately rarely coordinated with each other. Completely different objectives are frequently formulated for the two areas – depending on whether the aim is to achieve something for the brand or for sales. Furthermore, media and creation are usually different departments (both for the customer and the agency) that don’t always communicate with each other. How exactly the creative process works in an agency and in cooperation with the advertisers strongly depends on how the campaign planning is organised. The areas of strategy, media and creation are usually involved. If one of these areas starts the work on its own or dominates the planning process (which is usually the case) then at least one department is often dissatisfied.

Anyone wanting to advertise successfully in the programmatic age should try to engage all those involved at an early stage and incorporate all their perspectives. Creative minds need to understand how algorithms work and how media people tick. While media needs to realise that creative individuals have an emotional connection with “their” motif and that it isn’t just any old piece of cargo. Only in the symbiosis, in the understanding that the other group also has a very important contribution to make, do we get an end result with added value and a meaningful strategy. The foundation for this approach in the future should be for creation and media to have a shared budget. If, for example, creation addresses users with more target-group-specific advertising and varying motifs (and requires more time and money to do so), this money can then be saved from the advertising effect and the media budget can be lower.

As a first step towards finding a common solution, advertisers should precisely define what they expect from their communication or campaign. Ideally, marketing, media, sales and other stakeholders should get together for this and formulate clear targets for creation, strategy and media. After all, only once a good strategy has been decided upon and a compelling creation developed can programmatic advertising and automation demonstrate their strengths.

This article was published at Arabian Marketer.

Content Marketing + Marketing Automation = ROI

Back to the future

When we hear the term content marketing, we tend to think of Red Bull and its stratospheric leap, the Michelin Gourmet Guide, or the John Deere DIY Magazine. Yet do these excellent and all-eclipsing examples of good communication not have a rather abstract effect on our current marketing reality, which is characterised by tight budgets, performance goals and technology? Can we replicate such success under our everyday conditions? Hardly, which is why we have to redefine content marketing, if it ever was defined in the first place.

Content marketing today

Content marketing is an umbrella discipline for a variety of specialist marketing disciplines that are not always so easy to differentiate from one another. Content marketing concerns creative experts, editors and copywriters, performance and e-mail marketing specialists, sales experts, developers and a host of other disciplines too. Each of these disciplines interprets content marketing in its own way, yet all stakeholders agree on the following principles:

  • Content marketing should achieve a return on investment.
  • Users take centre stage in content marketing since their ultimate transaction is what allows a return on investment to be achieved.
  • Content marketing therefore serves to activate users and motivate them to interact with the content producer so they are converted in terms of perspective to customers and disseminators for the producer.
  • Valuable, user-centred contents are therefore produced in content marketing so they can be conveyed to the distribution channel with the highest conversion rates at the most appropriate time.

Content marketing is therefore first and foremost a strategic approach to achieving corporate objectives. Entrepreneurs plan, forecast, validate, optimise and seek to scale. This is precisely where marketing automation comes into play, since it can do all of this and much more.

Marketing automation: The Swiss army knife

A marketing automation platform is a modular system that integrates a variety of different individual solutions, where Asset Management (the collection of all content assets needed in the marketing process), Distribution Management (control of distribution channels such as SEO, content, e-mail, social, paid and mobile), Data Management (the aggregation of continually generated user data) as well as Analytics (the cross-channel evaluation of all aggregated data at user level) come together in a uniform working environment. Depending on the stage of development, content management systems or testing suites then also come into play. The critical factor here is that the aggregated data describes the individual user behaviour and provides us with information on how we can satisfy the current information needs of the individual user in the best possible way in each case.

Personalisation “to scale”

In keeping with the principles we formulated at the outset, content marketing is therefore a sales-driven communications process in which the individual content is the currency. Because the individual user is the centrepiece of this process, the personalised content is the life force of content marketing. Regardless of whether the user is addressed by name in an e-mail or the website adapts to the individual needs of the visitor through dynamic content: personalising the content is critical if the measure is to succeed. The effort this requires can only be mastered by using automatable environments.

ROI-driven content marketing

The sales process can start in the earliest phase of the customer journey in future thanks to the opportunities afforded by scalable content architectures as well as the holistic analysis of the individual user’s digital footprint – namely when users communicate their individual challenge for the first time and we provide the right solution. The seller becomes a partner. Any company set on achieving a return on investment with its content marketing endeavours will in future have to unify three areas that frequently act as silos: communication, sales and IT. If a company can do this, then sustainable business success is guaranteed.

This article was first published by onetoone.de.

2016/2017: From the winds of change to the storm of transformation

2016 represented a new high in a profound change process that is pervading our sector. This process breaks up structures, consolidates markets and is set to change our ecosystem significantly in the coming years. Marketing automation is in full swing, with advertising needing to be more relevant and context-driven for the individual in future. The underlying processes are thus becoming more complex – a reason also why service providers with extensive problem-solving ability are attractive to advertisers and therefore why fully integrated agencies have a competitive advantage.

Programmatic advertising: Here to stay!

Programmatic advertising has already gained large-scale acceptance in the online display market and will embrace all media genre by 2020. The media (radio, TV, out of home and even print in part) is currently working on interfaces that will enable planning and booking as well as processing and pricing. In the case of Mediaplus and Plan.Net, programmatic purchasing and processing across all media is already taking place as an integrated part of our subsidiary PREX.

2016 already saw the beginnings of programmatic creativity and it is set to play a significantly greater role in future. Ensuring that data is used and structured correctly before a campaign launches will gain added weight in future when it comes to designing online advertising material or even moving image variants tailored to specific target groups. Automation will have reached all areas of marketing by 2020, and not just planning, booking and presentation, but also creation, dialogue, CRM and much more.

Market consolidation

Not all market players will be able to meet these requirements by a long way – and this applies both for publishers and for service providers. Google, Facebook and Amazon are likely to get even bigger slices of the advertising cake, while the remainder of the cake will only be enough for the large publishers and media houses. The service providers who will benefit primarily on the agency side will be those that can both master the technology and have access to properly trained personnel – and finding the right people for this job, training them and then holding on to them is in itself a monumental task.

We already have the technology we need. Now we have to change structures, procedures and also the nature of collaboration between advertisers and service providers so that we can manage the change process. After all, it is the people and not the technology who play the most important role in this process.

This article was also published at December 15th in the print edition of the Kontakter.