​Four ways you can future-proof your digital marketing mix

CEO and co-founder of programmatic company Rocket Fuel speaks to CMO about how to stay ahead of the digital race

The proliferation of technology, data and social media has created an increasingly complex environment for marketers to optimise brand awareness at every customer touch point.

According to CEO and co-founder of programmatic vendor, Rocket Fuel, George John, there are steps CMOs can take to ensure their brand strategy does not fall behind the growing competition.

Rocket Fuel is a fast-growing global programmatic media company offering a platform based on artificial intelligence technology. Before founding Rocket Fuel in 2008, John started his career at NASA and had already gained a reputation as a world authority on advertising technology, building high-tech systems to optimise marketing at Yahoo!, Salesforce, Epiphany, and IBM, in roles spanning engineering, marketing, sales and executive management.

Here, he offers four key pieces of advice for marketers to take on board in order to provide a more relevant, accurate and targeted customer experience moving forward.

Let the robots do it

One of the most powerful ways to future-proof your marketing strategy is to integrate AI-based platforms within your marketing strategy, John said.

“Don’t just sit there and comb through websites to understand how to target your next campaign, just let the robots do that,” he explained. “You want to minimise the human intervention required to run a campaign. It’s very powerful, and you can deliver results that are many times more effective than traditional brand methodologies.”

At Rocket Fuel, John said the focus is on running campaigns in a very data-driven, scientific way, using AI and machine learning to bring as much knowledge as possible about customers’ behaviour at any given time, on any given device.

“So the nature of the business right now is trying to deliver to marketers who have very serious objectives and require a measure of brand awareness or other key metrics,” he said. “It’s about trying to work with those brands and leverage technology to tailor their campaigns over time.”

Embrace programmatic

Programmatic online ad buying is part of the broader world of programmatic marketing and has been a hot topic of debate for some time now, as marketers try to grapple with keeping their digital strategies timely, relevant and competitive. The key to future-proofing your programmatic strategy, John revealed, is to keep it specific, accurate and detailed.

“The term ‘programmatic’ is a very broad label right now,” he said. “For instance, you could be programmatic yet all the tool is doing is executing a fairly simple algorithm to say, identify where you should be spending your marketing budget.

“But for us, we feel there is so much power available in scrutinising every single impression. So my advice would be use the medium to its fullest. The power comes from running a system that analyses everything accurately for you.”

Don’t ignore augmented reality

John agreed more brands than ever before will be looking at augmented reality to re-shape their marketing strategies and leverage greater customer engagement in the face of mobile technology and wearables domination.

Cadbury, Heinz, Nike, Xbox, Coca-Cola and Pepsi and L’Oréal are just a few brands already making significant inroads offering technology that lets users point their smartphones or tablets at objects, then watch as the screen unveils a 3D animation, game or graphic, bringing the object to life.

“In the future, there will be augmented reality, but I also believe there will be paid augmentation, so for instance you could even shop or buy via your augmented reality experience,” John added.

Adapt and innovate

When it comes to maintaining a solid future-proofed digital marketing strategy, John stressed brands need to leverage technology platforms in a rational way, where they can be adapted to very quickly.

“For CMOs, it’s about looking at the whole customer digital experience and engagement with their brand – on their website, in their mobile app, or even on their Apple Watch app,” he said. “We’ve seen a lot of companies growing up in little silos, and every touch point has its own systems. But moving forward, it’s all about having intelligent conversations in an ever-evolving, innovative fashion, in order to optimise the customer experience at all the various touchpoints.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

People in vegan houses shouldn't throw bacon

Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?

Abbie Love

Strategist, Ikon Communications

The role of the CMO is evolving: Are you keeping up?

My (amazing) vacation in the Galapagos Islands earlier in the year got me thinking about Charles Darwin and his theory of evolution. What does this have to do with the role of today’s CMO, you ask? Plenty.

Sheryl Pattek

Vice-president, executive partner

Getting your business ready for the Entrepreneurial Consumer

We all know the digital revolution has completely transformed the way consumers are interacting with brands, and that a lot of businesses are finding it hard to catch up. One way to closing this brand gap is to understand consumer behaviour and build a brand experience that meets these new needs.

Pip Stocks

CEO and founder, BrandHook

Or just go to sites like www.shopsthatshiptoaustralia.c... and others and be sure that the stores will send to where you live :-)


Why online shopping is like dating – RedBalloon CEO

Read more

Personalisation is the key. Customers demand a very relatable and well defined CX where the sincerity and understanding of their disposit...

Hitesh Parekh

In pictures: Improving cutomer experiences through smart personalisation

Read more

Thanks for this. The key for me is the effective of governance where it dictates and sets the proactive policy when it comes to CX. Tech ...

Hitesh Parekh

6 lessons in modern marketing from a customer experience chief

Read more

Very well said “With today’s consumers more demanding of the brands and merchants they shop, it’s imperative for merchants to not just co...


CMO's top 10 martech stories for this week - 29 September

Read more

Very interesting article which touches on the importance of a feedback loop fuelled by customer and market insights. Ideally this scenari...

Andrew Reid

Building customer insights in the data and digital age

Read more

Latest Podcast

More podcasts

Sign in