Rahul Vasudev, Managing Director, APAC, MediaMath, shares his insight on data-driven marketing and its role in strategy-making, as well as how marketers can leverage new technologies this year to win over even more consumers — covering omni-app advertising, the full potential of mobile and how data is the new currency.
Below is an excerpt from the BandT article:
In 2015, the world became even more connected than ever before. We saw a significant rise in mobile and cross-device consumer engagement and an industry-wide shift towards digital roles for marketers.
We also saw brands increasingly build their marketing strategies around digital inbound marketing tactics such as search engine optimisation (SEO) and search engine marketing (SEM), a boost in social media engagement and content marketing.
Through all this, one thing was constant – data-driven marketing, which stood at the heart of strategy-making.
In Asia Pacific itself, digital ad spend accounted for 29 per cent of total regional ad sales, a figure that is projected to rise again this year [1]. In 2016, as the world connects further, marketers will need to put a greater focus on analysing audience engagement across multiple platforms and devices.
With these efforts, one thing remains clear – there is an increasing need to serve relevant content to the right audience, at the right time. Ignoring how connected the consumers have become is no longer an option.
As marketing continues to advance into the digital age, we look at how marketers can leverage new technologies this year to win over even more consumers.
Read the whole article via BandT.