4 Key Elements Brands should consider to Bring Maturity to Digital Advertising this Year
Digital marketing is entering a new era. Initially, in the age of innovation, search gave customers immense power. With the advent of mobile devices, it set them free, and finally rise of social networking connected them. With each round, technology was invented to measure, control, and create methods to reach masses.
Digital marketing has also leveraged this evolution and grown up in the recent years. It is now at a point where strategies are driven by process, knowledge, and customer centric approach – not by tactics and tools. After long periods of trying and testing with various upcoming capabilities, marketers can now finally blend everything to achieve realistic and meaningful business goals.
However, there is much room for improvement in digital advertising in general and especially in programmatic advertising.
Brands have carefully invested in wholesale changes in their digital marketing to produce better results. Many of the brands consider elements of their strategy as moving towards greater maturity. However, these elements are not linked naturally and here the byproduct is digital maturity rather than an overarching objective. Most brands are taking an organic approach without any formal plan for enhancing their digital marketing capabilities. They are merely adapting to new situations rather than planning ahead for them.
Let’s take a look at the key elements which will help you achieve greater digital maturity:
- Investment in Tools, Process, and People
Surprisingly, numerous brands think narrowly regarding new capabilities in terms of technology. However, to achieve a greater maturity in digital advertising, it is crucial to gauge the significance of existing processes, strategic staffing, and alignment of teams with a clear strategy. Mature companies are good at nurturing and adopting new capabilities and taking up the responsibilities that come along.
- Adapting according to Consumer
Brands of all size, in every sector, consider themselves as ‘customer-centric’. However many of these do not have the infrastructure in place to actually “listen” to their consumers. For digital marketers, it is crucial to gauge the advantages of latest technology and leverage it for success.
- Planning ahead offers Distinct Advantage
There is actually no finish line when it comes to digital marketing. For achieving greater maturity in your digital marketing, it is better to accept that you will never achieve mastery or technical perfection over every part of the digital domain. Rather it is better to put proper systems in place to study from multiple sources of knowledge, assess the learnings, and act up on it. Thinking ahead is also one of the key elements that help achieve greater maturity in a brand’s digital marketing efforts.
Understanding the importance of ‘Who’ while advertising
In the recent years, brands have largely ignored the issue of quality related to their programmatic audience – who is really watching the ad? There is an urgent requirement for digital marketers to step up their programmatic and need to complement what they claim to contain. Validating the quality of audience thus becomes a crucial element in terms of bringing maturity to the digital advertising efforts.