A Brand for social justice
In 2020, brands did something they’d never done before: They spoke up about race.
Social networks to be 'foundation layer' for online marketing, says GroupM global chief digital officer, Rob Norman
Marketers must make smart use of technology to create powerful ad experiences for consumers, according to GroupM global chief digital officer, Rob Norman.
“I urge you to think about the opportunity to create powerful experiences just as much as you’re thinking about the opportunity to watch Humpty Dumpty fall off the wall and turn into a thousand little pieces and create value out of all of those data fragments,” Norman said at an Interactive Advertising Bureau (IAB) event in Sydney.
“While simultaneous reach may be a challenge in the future, the creating of shared experiences is going to be extremely powerful.”
Norman commented on several recent and emerging marketing trends, including mobile and 3D printing. Here are a few key takeaways from his remarks:
Social networks could soon become the priority channel for ads, above TV, print and search, said Norman.
Also read: Focus on people, not social platforms: Klout CEO
Social networks have succeeded because they’re easier to use, have created great utility for users, and provided large return on bandwidth and costs consumed, he said. Norman listed Google, Facebook, LinkedIn, Twitter and – increasingly – Pinterest as the key social networks to target.
“Those particular folks who are massively distributed in many markets have a huge amount of first-party data, which is as we all know is super valuable, and that’s going to become the foundation layer for most forms of online marketing,” he said.
“Advertising on mobile [phones] is still extremely difficult,” said Norman. “There are more people that have accidentally clicked through to mobile websites than have intentional ones.”
Also read: Adopting mobile marketing for the masses
To have any success, marketers should use as a model the Facebook newsfeed, which displays mobile ads in a stream and provides a full-screen ad experience. In addition, advertisers should try to build data partnerships with companies like Facebook and LinkedIn, he said.
Branded mobile apps are unlikely to get much notice in an increasingly crowded app marketplace, Norman continued. “I wouldn’t build a business model about it unless you are just trying to get out of that business within the next year.”
There are about 1.3 million unduplicated apps in the Google and Apple app stores, and only 1000 have 50,000 or more regular users, he said. Also, only about one out of every 100 apps gets opened for a second time, he said.
“The transformation of the media industry from a faith-based to a data-driven market in the last 24 months is incredible,” said Norman. However, he claimed there are “aspects that have gone too far”.
The importance of data can be “overrated” for the selling of physical goods like shampoo and toilet paper, he said.
Data is most valuable when it opens new revenue or segmentation opportunities, or creates “an information asymmetry where you know something the seller of the inventory perhaps doesn’t know, or your competitor doesn’t know, and you can use the data to exploit it and exploit it at speed”.
Also read: First-of-its-kind report benchmarks global data-driven marketing efforts
“Craft has made a comeback,” said Norman, who believed dropping costs of 3D printers have created a “whole world of the collision of individual craftsmanship and technology”.
“What we don’t know yet is what the impact overall on industry and marketing is going to be in the short term – and we think it’s relatively small – but it’s our sense that it’s going to be very large over time,” he said.
Adam Bender covers digital marketing and emerging technology for CMO and is the author of dystopian sci-fi novels We, The Watched and Divided We Fall. Follow him on Twitter: @WatchAdam
Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu
In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.
In 2020, brands did something they’d never done before: They spoke up about race.
‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.
In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.
JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...
Collins Johnson
Oath to fully acquire Yahoo7 from Seven West Media
Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...
Ryota Miyagi
Why the art of human-centred design has become a vital CX tool
Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...
Cecille Pabon
Report: Covid effect sees digital events on the rise long-term
Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family
Sanwataram
Predictions: 14 digital marketing predictions for 2021
Nice!https://www.live-radio-onli...
OmiljeniRadio RadioStanice Uzi
Google+ and Blogger cozy up with new comment system