A Look Ahead: Four Big Digital Marketing Trends for 2015

As we near the end of the year, many marketers are deep in planning cycles.  When it comes to digital marketing LiveRamp and MediaMath anticipate that four of the biggest opportunities for driving growth and results in 2015 will fall into the below areas. Tune in on December 11th at 1 p.m. ET for a webinar during which we will discuss these trends in more depth and how they can impact your marketing strategy for the coming year.

Attribution
With the development of sophisticated technology, it is finally possible and practical to understand what marketing tactics are most influential on conversion and measure the impact of digital marketing on sales that take place in a store or over the phone. With better insight into the ROI of display, video, mobile, and search campaigns, marketers can improve results and justify greater digital marketing budgets. In parallel, multi-channel attribution is replacing last-touch attribution models, enabling marketers to find the optimal marketing mix across a growing array of channels and media platforms.

Programmatic To Become the Norm
In the year ahead, programmatic media buying will shift from the exception to the rule, continuing to drive greater efficiency and return on ad spend. More and more, advertising budgets are shifting to programmatic; in fact, major brands like Proctor & Gamble and American Express are setting targets to manage the majority of their media spend through programmatic buying. We expect to see a tremendous advance in the addressability of users in both desktop and mobile environments, enabling more accurate targeting and personalized experiences for consumers.

Maturity of Addressable TV and Video
When you combine TV’s extraordinary reach with digital’s inherent ability to target audience segments and measure results, you get Addressable TV. Still in its early days, Addressable TV is rapidly maturing. Marketers are also investing more in digital video as a means to reach consumers with highly engaging brand messages. Together these trends are setting the stage for 2015 to be a banner year for holistic media planning across TV and digital.

Multi-Channel Marketing
CRM data has been used for years for multi-channel campaigns that combine email and direct mail. Advances in data management have made it possible for CRM data to be used for digital marketing as well. Marketers are increasingly putting their customer data to work across traditional and digital channels, generating higher lift and better customer experiences.

I invite you to join me and MediaMath’s VP of Programmatic Strategy and Optimization, Mike Monaco, for our “Four Digital Marketing Trends for 2015” webinar. To register for the webinar, click here.