We expect 2017 to be a year of action as brands, agencies & technology companies take a much more proactive stance on the prevailing concerns around transparency, trust & the inherent complexity suffocating our industry.
We have compiled the following set of expectations for marketers as they plan ahead for a transformative 12 months.
Taking control of capability will be crucial in 2017 and what is specifically needed (both internally and externally) to create greater self-sufficiency and speed. What does that mean?
1. Greater upskilling through concerted learning programmes and more dedicated expertise (e.g. “Marketing Technologist”)
2. More collaboration internally through closer ties between Marketing & IT
3. Closer partnership between brands and technology/media platforms to improve the flow of information and access to innovation
4. The emergence of more hybrid agency models as brands choose to work with more specialists or managed service offerings from the technology providers
Taking control of technology is necessary to address any current inertia around advertising & marketing technology adoption. Marketers need to ensure a needs-based approach is adopted for technology rather than technology for technology sake. What does that mean?
1. Clearer strategy around technology and the tools & processes necessary to drive change
2. Much more attention on the capabilities necessary to drive value from the technologies
3. ‘DMP-alooza!’ – We expect to see many more DMP vendor evaluations as brands seek to reset expectations and refine their use cases around what they need from their DMP
4. Greater focus towards a ‘best of stack’ model than ‘best of breed’ in light of recent acquisitions (Salesforce, Adobe) and the desire for a more interoperable technology deployment
Taking control of data will be critical in 2017 to reflect the opportunities attached to improved insight and customer centricity, as well as broader debates around privacy and data laws. What does this mean?
1. Much greater focus on leveraging first party data with 3rd party providers set to become increasingly side-lined
2. Implementing stronger governance and control so brands become better equipped to act in accordance with changes to data legislation
3. Wider deployment of available measurement techniques/technologies for validating targeting, brand safety, viewability & fraud
4. Greater focus on attribution and incrementality to improve efficiencies and address suspicion over potentially inflated metrics
Ryan Kangisser is managing partner at Stack I/O, the advertising and marketing technology consultancy designed to support brands through data and technology driven acceleration. For more information, get in touch: firstname.lastname@example.org