2015 marketing predictions face-off: critical trends for brands & agencies

The Marketing Predictions Face-OffBrand & Agency Experts Go Head-to-Head on Critical Trends in 2015

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2015 is coming, and Signal is here to help!

In this free report, you'll learn:• The top eight predictions for digital

marketing in 2015, from beacons to data cooperatives to programmatic everywhere.

• Actions you can take to stay ahead of the curve.

• Expert advice on leveraging first-party data and getting a unified customer view.

Go to:www.signal.co/blog

Meet Your Contenders

Team AgencyJosh Dreller

RefereeJoe Stanhope

Team AdvertiserAna Milicevic

Agenda• Intro to Top 8 Trends• Brand vs. Agency Face-Off • Trends Ranking• Q&A

Beacons and Payments Redefine the Mobile Landscape The Digital Marketing Ecosystem Breaks in Two Data Cooperatives Set the Stage for 1:1 Marketing First-Party Data Rises to the Top Cross-Channel Marketing Experiments Go Wild A Unified Customer View Holds the Key to Cross Channel An Integrated Data Layer Emerges as a Technology

Priority Programmatic Goes Everywhere

2015 Digital Marketing Predictions

BEACONS AND PAYMENTS REDEFINE THE MOBILE LANDSCAPE

With mobile no longer self-contained as a channel, this will be the year the mobile scope widens and savvy marketers jump into a brave new world of data opportunities.

Marketers will start leveraging this newfound data goldmine by running more effective campaigns, fueled by validation through purchase data.

Beacons and Payments Redefine the Mobile Landscape

Agencies have to be well versed in new customer behavior

Marketers are consumers too Advertisers get it so agencies have

to as well Innovation is a bit of gamble

If you wait until it’s big, you’ve missed the boat

“Everyone wants to be second” It’s going to be bigger for some

advertisers, less impactful to others Need to keep an eye on it but might not

be the biggest for 2015



Pilot programs Design small-scale tests and learn

what works for you and your customers

First mover advantage Direct impact on customer experience

Clear fit in some verticals/industries, less so in others

Be mindful of the education curve Both on the customer side and

internally



THE DIGITAL MARKETING ECOSYSTEM BREAKS IN TWO

The traditional state of marketing technology has been a healthy equilibrium between large suite vendors and entrepreneurial specialty solutions

The story in 2015 will be one of bifurcation, as the top end of the market breaks apart into two distinct groups: media and social behemoths, and large enterprise technology vendors

The Digital Marketing Ecosystem Breaks in Two

Experiment Lots of advances on the

technology front Re-evaluate your needs

What would your marketing stack look like if you were starting from scratch today?

Address the complexity head-on Industry best practices Invest in developing your team

The Digital Marketing Ecosystem Breaks In Two


Technology complexity Tremendous value for agencies to own

Be the experts to navigate through the clutter

Be the velvet rope/buffer to their advertiser clients

Revenue streams from technology Each new tactic, sub-tactic, or even sub-sub-

tactic can generate revenue Leads to new programs and teams

However, complexity breeds complexity Execution mistakes Lack of expertise/staff

The Digital Marketing Ecosystem Breaks In Two


DATA COOPERATIVES SET THE STAGE FOR 1:1 MARKETING

Data co-op strategies will expand to a level not seen before as concerns around privacy, data leakage, and security are addressed by enhancements in technology platforms.

Co-ops will give brands the ability to collaborate and drive better measurement and personalization.

Data Cooperatives Set the Stage for 1:1 Marketing

The perfect place for agencies Help mitigate data sharing for their clients Advertisers need a third party to do the work

Build an agency cooperative There’s not a big agency in the world who

hasn’t considered this A true asset for each agency

Could become a huge stickiness factor for holding companies

Could be a problem for smaller and mid-sized agencies

Definitely a lot of snags and red flags Agencies need to move carefully



Share data between your own brands

“Internal co-op” Establish data sharing and data

rights rules Which data points can be used

in which channels/circumstances Unchartered territory

Be prepared for many unknowns Start with a data strategy



FIRST-PARTY DATA RISES TO THE TOP

As customers get more demanding and the tools for attribution get more sophisticated, first-party data becomes ever more valuable—and attainable.

Companies will rely on a solid first-party data collection plan to insulate against changes in regulations and browser behavior.

First-Party Data Rises to the Top

What does 1st party data mean for me? Where is it collected? How can it be

operationalized? What’s the value of my data?

Build a data strategy Data as a corporate asset Potential line of revenue Impacts beyond marketing

Ensure your data is protected Data leakage Privacy, security, breach protection



Why agencies should lead the first-party data conversation

Audience data is the life blood of today’s media execution

Spread it out through the ecosystem Find innovative ways to use it outside of just

retargeting Should generate a better return on ad spend

Better data…you know where it comes from Freshness Deterministic

These are your customers (people are engaging with the advertiser)

Can be used over and over again instead of renting it

Agencies need to own it or lose out to DMPs and others



CROSS-CHANNEL MARKETING EXPERIMENTS GO WILD

The obstacles to cross-channel marketing remain daunting: Organizational silos, stale data, fragmented point solutions, and lack of data integration.

But savvy adopters are attacking the beast step by step, focusing on cross-channel data collection and building big data feeds to enable cross-channel modeling and distribution

Cross-Channel Marketing Experiments Go Wild

Cross-channel is the hot-button topic Agencies need to bring solutions to clients

before they ask for them Need a “story” for new business pitches and

RFPs Measurement

The “proof” of agency value is in campaign measurement

Current measurement is broken and/or full of cross-channel/cross-device caveats

Media activation All of the coolest cross-channel use cases are

activation Can enable use cases that have never been

possible



Cross-channel is the hot-button topic It’s not an ‘all or nothing’ play What are your success metrics?

People, process and technology Organizational silos need to be addressed New skillsets are needed Evolutionary technology stacks are

impediment to execution Feedback loop

The real-time opportunity lies in affecting every customer interaction regardless of channel

Not just media activation – think personalization, customer lifetime value, etc.



A UNIFIED CUSTOMER VIEW HOLDS THE KEY TO CROSS-CHANNEL

In 2015, marketers will focus on the capability to connect the dots as a customer travels from smartphone to desktop to store to call center.

Marketers will gravitate toward solutions that allow them to build rich profiles of the customer’s likes, behaviors, purchase histories and loyalty status, while respecting consumers’ privacy.

A Unified Customer View Holds the Key to Cross-Channel

Becoming table stakes What’s unique about your audience A new line of revenue?

A corporate data asset Understand the full customer journey View of the customer impacts all areas

of the business, not just media buys Beware the creepy factor

Be proactive about privacy Global regulations vary

A Unified Customer View Holds theKey to Cross-Channel


A prerequisite for marketing Too many fragmented channels Agencies have to get a handle on

cross-channel marketing Can power internal agency systems

Attribution and reporting DMP and audience segmentation Retargeting and trading desks

A Unified Customer View Holds theKey to Cross-Channel


AN INTEGRATED DATA LAYER EMERGES AS A TECHNOLOGY PRIORITY

To keep pace with their always-on customers, marketers need to be able to execute in real time, across channels, with the right personalized message.

In 2015, data will not just be a means to quickly enhance a specific campaign, but an asset that can give your company a competitive advantage in the marketplace.

An Integrated Data Layer Emerges as a Technology Priority

If the right approach to marketing is to be data driven, then this is absolutely essential

Utilize all of the data, not just some of it that’s already been there

Some amazing innovation could come out of this

Agencies need to help advertisers organize their data

They can’t sit back and say “well, you don’t have what I need”

Also could be another revenue stream and increase stickiness

Only the savviest marketers will understand this right now

An Integrated Data Layer Emerges as a Technical Priority


Essential to support data driven marketing efforts in 2015 and beyond

Technical and business priority Who owns data in your organization?

Do you need a Chief Data Officer? Develop a data strategy that accounts for

current data landscape and identifies gaps Data is a corporate asset

Model the ROI Understand how you’ve leveraged data

historically Think beyond marketing

An Integrated Data Layer Emerges as a Technical Priority


PROGRAMMATIC GOES EVERYWHERE

2015 is the year that programmatic becomes the norm for marketers--and it’s going to be everywhere, from mobile and video to television and billboards.

The use cases that result from the spread of programmatic buying will personalize our experiences in new arenas.

Programmatic Goes Everywhere

Awareness & education What % of your media buys is spent

on programmatic? Is this a dominant channel for you in

2015? It can be more than just an execution

channel Automates many aspects of media

transactions for operational efficiency Are you capturing the right KPIs from

programmatic efforts? E.g. is remarketing resulting in larger

basket size on subsequent purchase?



The most undeniable trend on the list Agencies need to keep embracing

programmatic Lowers execution costs Increases nimbleness and flexibility to

move spend around Self-service to apply your expertise vs.

ad networks Optimization over and over

Every new innovative “thing” can be enhanced by programmatic

Can help digital agencies move into offline media and increase their footprint



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