Last month we were joined by performance marketers from leading UK brands for our Trends Taster, a thought leadership event about the display trends that marketing professionals should adopt to make sure their brands stay ahead of the curve in 2017.
We kicked off the evening with a champagne reception and a chance for attendees to network. This was followed by a series of “tasters”: short, informal presentations on our top pick of significant display advertising trends. We also gave a sneak preview of two of our new reports: RetailWeek’s Fashion Now report—delivered in association with Rakuten Marketing—and our very own Marketing Post-Brexit report—produced in partnership with the Centre for Retail Research. We then treated all attendees to an evening of tutored semi-blind wine tasting and tapas, during which marketers had the opportunity to ask further questions to our thought leaders and continue networking into the evening.
The topics covered by our presentations were:
Transparency takes centre stage
The importance of transparency across the full funnel of the consumer journey is undeniable. Additionally, having access to your campaigns’ performance and ad-level insights allows you to undertake continual optimisation. We showed marketers how to ensure business decisions are always based on concrete and accurate attributed value to maximise ROI. Being in the know about which touchpoints and strategies drive conversions was uncovered as key to engage and influence in moments that deliver results.
Have you ever wondered why some brands manage to stand out in the digital world while others are overlooked? Or why some small businesses do better online advertising than giants who invest tons of money in digital marketing? The difference lies in the way they communicate. American marketing entrepreneur and blogger, Seth Godin said, ‘Marketing is no longer about the stuff that you make, but about the stories you tell’. We showcased examples of effective storytelling in display advertising campaigns. Head over to our blog to find out more about the importance of storytelling.
The power of deep data
Making the best use of data is key. With over 80 businesses worldwide and a global membership that exceeds 900 million consumers, Rakuten, Inc. is the 6th largest internet services company in the world. This reach has given us direct insight into the importance of building the right relationships, data and inventory to aid your expansion into lucrative markets. We explained to our guests how to access and leverage large volumes of data to increase prospecting performance for global expansion. To learn more about reaching big pools of the right types of consumers to aid your brand’s growth, consider attending our Symposium London keynote, “Going Global: Keys to Success for Expanding into the US and APAC”.
Reallocating budget to social
Maintaining consistent growth of around $6 billion dollars per year for nearly half a decade, it’s no secret that paid social continues to be the big growth area for digital marketing investment. A report from Zenith towards the end of last year predicted paid social ad spend will reach $50 billion dollars by 2019—making up 20% of all internet advertising spend. But, how do you stand out in a competitive and cluttered environment to move away from ‘accidental prospecting’? We demonstrated how to create strategies for new customer acquisition within the confines of walled gardens.
The mention of Artificial Intelligence (AI) may conjure up visions of a dystopian future where we are ruled by robots. However, AI is already here and turbo-charging your display campaigns! We demystified our product suite, which we conceived to help marketers achieve greater performance results—increasing the efficiency of display media and ROAS. All our products are AI-driven, ensuring better productivity over time. Combining our direct and programmatic buying powers, user segmentation and conversion-predicting algorithms, we explained how we accurately target consumers who are highly likely to convert.
Programmatic TV is the new normal
Programmatic is the norm for media buyers, ruling the display advertising industry for quite some time. As a result, marketers are now looking to make use of the infrastructures and buying methodologies in place to access other traditional marketing channels—such as TV advertising. With programmatic TV being fully embraced by advertisers, we uncovered the ways in which marketers can expect the proliferation of personalisation-aiding tech in broadcast media and how to best prepare to make the most of it.
Have any questions on these trends? Get in touch with one of our display experts today!