4 digital marketing trends to watch from GroupM's Rob Norman

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

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.

Mobile

“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.

Data

“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

3D printing

“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

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in