Digital marketing is now a mature discipline which gives brands and services a multitude of ways to grow their business. Yet it remains a headache for many marketers. There are just so many strands to it. It’s dynamic and complex, with multiple channels, data streams, and technology, constantly generating masses of data that need to be collected, organized, and analyzed. The right analytics can make all the difference to effectiveness.
So, it’s hardly surprising that our clients make digital their priority when we enter the room. They want knowledge, control, transparency and accountability, and some of these are in short supply.
One major frustration for many advertisers is the very low level of transparency in the online display advertising market, where the complexity of targeting and trading dynamics combines with technological shortcomings to actively damage advertising effectiveness. As a result, an advertiser’s investment in online too often produces a very low return.
However, there are encouraging signs that marketers are – at last – getting to grips with the inefficiencies of the online market. They were spurred into action by the U.S. Association of National Advertisers (ANA) and its 2016 study and recommendations on achieving transparency in the U.S. media market. And now the world’s biggest advertisers – led by the biggest, P&G, in the considered and hugely influential form of Chief Brand officer, Marc Pritchard – are calling time on the “murky at best, fraudulent at worst” online advertising ecosystem.
But P&G isn’t alone. According to recent research from the World Federation of Advertisers (WFA), 90% of marketers are unhappy about their current programmatic media buying set-up. Many are actively reviewing and resetting contracts and business models to improve control and transparency. With ever more channel options, data, and technology littering the ecosystem, marketers often don’t know where to turn or who to trust to get the independent advice – free from vested self-interest – that they need to thrive in this new environment.
To support the global advertising community, we believe that the time is now right for Ebiquity to take an even more active role in assisting our clients – who include more than 80 of the world’s leading advertisers – to take control of their digital strategy and execution, technology, data, and performance.
Last year, we launched a stand-alone Strategic Media Consultancy practice to enable our clients to capitalize on the ever-evolving media market, making their investments more efficient and more effective. And this week we are publishing a new guide to best practice in many of the most challenging aspects of digital marketing, written by our experienced team of digital media and marketing experts in 18 offices around the world.
Demystifying Digital Marketing: A Guide to Digital Marketing covers a dozen of the biggest challenges marketers face in digital today, from online advertising efficiency and search to programmatic media buying, from digital attribution to multi-channel analytics, from choosing the right ad tech and martech to digital market intelligence. Each subject area is covered simply, clearly, and succinctly, introduced by the types of questions our clients are asking us today, detailing best practice, and providing practical advice on how marketers can get to grips with the ever-changing ecosystem.
The pace of change in digital media is dizzying. With constant innovation and increasing complexity, it’s not surprising that many marketers feel both out of control and out of their depth. But it is possible to get to grips with digital. Taking control of and responsibility for digital is the key to becoming a better marketer, to improving the effectiveness and efficiency of digital marketing.
Register for the paper below. Ebiquity clients will receive the paper in full via e-mail.