Tag Archive: performance marketing

  1. The evolution of the role of the marketer – and what that means for the future of the industry

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    The role of the marketer has changed almost unrecognisably over the last four decades. As technology has progressed and our tools have advanced, we have a greater understanding of our audiences and how our messages are landing with them. This can and does drive increased performance for both the media and, ultimately, the brand. However, it also adds many layers of complexity to the marketer’s role: today’s marketer not only needs to be able to tell great stories, they need to be able to understand data, numbers and technology – or surround themselves with people who do.

    The 1980s: WHAT to say?

    The 80s were perhaps the last time that advertising resembled the fabled ‘Mad Men’ era. In the ‘brand positioning’ decade, marketers had the freedom to be creative and tell stories that would catch the audience’s attention, cutting through the noise to drive loyalty and recognition. There were far fewer channels to orchestrate; TV ruled the day, with out of home and radio jostling for position as well. Direct marketing had started to emerge, but was in its infancy. Most importantly, communication largely ran one way – from brand to consumer – meaning that the brand, and the marketer, held the power over messaging and could decide whatstories to tell.

    The 1990s: WHEN and WHERE to place ads?

    The 1980s became the 1990s, which were something of a watershed moment for the advertising industry. Why? Because it was the decade that saw the very first digital advertising: US communications giant AT&T placed the first digital banner on hotwired.com – Wired Magazine’s online platform – in 1994. What’s more, the proliferation of cable TV and the increased length of ad breaks (up from nine minutes per hour to nineteen). The advertising landscape had become rapidly more complex, and the marketer’s role had changed forever.

    This plethora of ad spaces had an important implication: it meant that the marketer could – and indeed needed to – optimise their media planning and buying strategies so that they were reaching their audiences in the optimal time and place. Whenandwhereto place ads were the key questions of the day: this meant adding more skills to the arsenal, such as the ability to understand and act upon ‘web analytics’ – the precursor to digital marketing optimisation.

    The 2000s: HOW much?

    If the 1990s was the birth of the digital advert, the 2000s were the decade that procurement-driven marketing was born. It was then that procurement processes were introduced to marketing, leading to increased control of – and therefore more focus on – pricing and effectiveness. This is undoubtedly intrinsically linked to the rise of the media buying houses – off-shoots from the creative agencies who were channelling their media planning and buying capabilities into separate entities. These entities would buy up huge amounts of inventory and sell it on to their clients, driving down prices. Procurement professionals were brought in to ensure that brands were getting the best deal from their agencies, resulting in pitches that were run on excel sheets rather than judged on relationships and strategy. The pressure on marketers and agencies to keep asking ‘howmuch?’ was intense, and has arguably not eased since.

    The 2010s: WHO are we reaching?

    The 2010s is the decade of the data-driven marketer. The most important marketing trends of the decade – data and technology – have transformed the practice of marketing. Modern tools allow marketers to understand their consumers like never before, optimising for their behaviour and preferences in real time and watching money come in in a way that is beyond the

    80s marketer’s wildest dreams. However, it hasn’t all been positive: transparency has decreased, leading to a crisis of trust between brands and their agencies, and there are grave concerns around data ownership and regulation – as some of the tech giants have discovered to their detriment.

    Who to reach – the individual – is now the priority, often at the expense of the mass-media, storytelling approach of the 1980s that built the strong brands of today. The focus has shifted to performance for each and every ad dollar and the cost per acquisition, rather than telling a brand story that leads to loyalty and trust. As we learned at the ANA Masters of Marketing conference last month, direct to consumer(DTC/D2C) brands are winning at the performance game, and more traditional brands can learn a lot from them. However, we mustn’t lose sight of the fact of the end destination – brand and business growth. Data and transparency are only the vehicles to get us there and are not the destination itself.

    The 2020s: what should we be asking ourselves?

    What does all this mean for the marketer as we approach the 2020s? Will there be a new paradigm? At ECI Media Management, we believe that marketers are now like the conductor of an orchestra: the instruments are in place, and the CMO is the conductor who is responsible for leading them to create the great symphony. An effective media strategy needs to ask ‘WHAT should we say?’, ‘WHERE and WHEN should we say it?’, ‘HOW much should it cost?’ and ‘WHO are we saying it to?’ in order to secure the highest ROI.

    Marketers must define KPIs based on a clear marketing objective linked to business growth, so that all stakeholders, brand owners, media planners and buyers, procurement leads and tech and data experts share the same language and have one version of the truth to work towards. The theme of this year’s ANA Masters of Marketing was ‘driving growth’, and ANA CEO Bob Leodice, opened the conference with a rallying cry: it is within the power of CMOs to recover growth, particularly with so many tools, skills and technology at their fingertips. Harnessing the lessons of the last three decades – telling a brand story, optimising time and placement, achieving the best cost and using data to understand the consumer is surely the way to do this.

    ECI Media Management can help marketers conduct the orchestra and position themselves for success. We forensically audit and benchmark all media activity, including (and uniquely) programmatic investments, to drive higher media value and increase the impact of media on business performance.  As well as helping to manage media agency partners, we can offer advice to marketers looking to increase control by bringing more agency services in-house. Along with our other services– financial compliance audit, pitch management and contract consultancy –  we can ensure that the modern marketer has all the tools at their disposal for success and growth in the 2020s and beyond.

    Thumbnail image: Shutterstock

  2. Day 3 at the ANA Masters of Marketing

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    More inspiring content and ideas to take home from day 3 at the Masters of Marketing.

    Delegates at the 2018 ANA Masters of Marketing were treated to yet another delicious dinner on Thursday night and a breath-taking performance by the ultra-talented Kelly Clarkson. It was an evening to remember and a feast for all the senses, while the sessions on Friday were a return to a more intellectual kind of feast.

    Taking back control

    Friday kicked off with a panel of top marketers from some of the world’s most recognisable brands – Jill Estorino from Walt Disney Parks and Resorts, American Express CMO Elizabeth Rutledge and Deloitte Digital’s Alicia Hatch, facilitated by P&G’s Chief Brand Officer Marc Pritchard. They discussed leading disruption as a way to drive growth and to ensure that marketing still matters into the future. A Cannes Lions CMO Growth Council has formed a movement that is ‘taking back control’ of marketing, with a focus on five core tenets to drive growth: data and technology; talent and capability; customer centricity, brand experience and innovation; and society and sustainability. Each panellist took the audience through an example of how their company is implementing initiatives in these five tenets. Jill Estorino explained how Disney has put the customer – and the future customer – right at the centre of their product innovation and experiences by harnessing data, while Marc Pritchard put forward the argument for increasing brands’ social and environmental responsibility – half of consumers take a more positive view of a company that takes a stand on an issue.Taking smart risks to drive growth

    Staying relevant by focusing on your greatest asset

    If attendees thought that the session following Jeff’s would be lower energy and they’d be able to relax a bit, they were mistaken. The WNBA’s equally charismatic Lisa Borders talked to us about how the WNBA grew to become a major entertainment – not just sports – brands in a little over 20 years. Their focus has always been to remain relevant by focusing on their greatest asset – their players, using their own authentic voice, embracing who they are and leveraging that in their communications and brand identity.

    Earning loyalty to drive growth

    Next up was Greg Revelle, CMO of iconic American retail brand Kohl’s, which is going from strength to strength despite the challenges faced by the retail sector. He explained how overhauling the cherished Kohls Cash rewards scheme allowed them to accelerate the rate of customer acquisition and retention, whilst deepening customer engagement and simplifying their value proposition. The key to the success of the new programme was asking the customers themselves – and not just researchers – what they wanted from the loyalty programme. Greg’s top tips to marketers were to start from your company’s roots and scale up from there; see industry challenges as opportunities; ask your customers what they want and measure everything you can.

    Humanising personalisation

    After Greg, American Express CMO Elizabeth Rutledge returned to the main stage to relay how she has driven a sea change – and global growth – at her organisation with a new brand platform – ‘American Express has your back as you do business and live life’. The entire strategy is rooted in humanity and the ‘humanisation of personalisation’: Elizabeth kicked off her presentation with Muhammad Ali’s moving short poem, ‘Me? We.’ She went onto explain how her ‘aha’ moment was realising that marketing is only a ‘sliver’ of the way that American Express engages with its customers – the real human connection is via the customer services team, so the new brand platform had to revolve around the entire company – who they are, what they do and what they say. There was a renewed focus on their employees, ensuring that they were satisfied because ‘a happy employee is a happy customer’. The new platform and approach has been a huge success for the brand so far, raising brand value by 8%. Elizabeth’s key takeaways for the audience? Data is critical but, on its own, not sufficient; we – marketers – are the stewards of ‘we’; and we must infuse the personal into personalisation.

    Brand versus performance marketing

    With that rallying cry we moved to the second stage to listen to last year’s top-rated speaker, Clorox’s Eric Reynolds, talk openly and honestly about Clorox’s journey towards achieving the right balance between performance marketing and brand marketing.

    He shared lessons that they’ve learned along the way, using a gut health brand and an anti-ageing DTC acquisition as case studies. The critical lesson? Like so many others at the conference, it was to put the consumer as a person at the heart of what you are doing. Marketers from both the brand side and the performance side must consider the consumer’s personal goals and their unique path to purchase, and find the best way that the brand can be useful to them. For CPG brands like Clorox, that means going back to the industry’s roots – being useful to real people, every day.

    An unconventional path to growth

    From gut health to gut instinct: back at the main stage after lunch, the CMO of privately owned bread brand King’s Hawaiian, Erick Dickens gave an enjoyable, informative session about their unconventional path to growth. Always following his gut – his key piece of advice for the audience – he had to do things differently thanks to a limited marketing budget. That included bankrolling the best agency talent to start their own agency as he couldn’t afford to pay for them in their existing roles; working directly with media properties so he could cut out the middle men; thinking big (they even made a film with their limited budget!); and picking high impact placements – namely the Oscars and the Super Bowl – using existing creative. Not only did they spend a fraction of what the other brands spent on their creative, but their spots when straight into the top ranked ads at the Super Bowl! Erick’s bold and unconventional approach has earned him fantastic results across all key metrics, including uplifts in unaided brand awareness and household penetration.

    Marketing’s time to shine

    We finished the day with an inspiring and heart-felt presentation by Deloitte Digital CMO Alicia Hatch, who explained why this is marketing’s moment to shine. With so much disruption and transformation in the marketing industry, now is the time to use our brand’s purpose to create a force for good. Through the prism of Deloitte’s work with National Geographic to create the amazing Women of Impact campaign, Alicia described that the secret lies in brands really understanding where their consumers derive meaning and really understanding what matters to their brand. If they can create brand experiences where those two areas intersect, that’s where a brand has the power to elevate the human experience and become a powerful force for good – which in turn drives business growth. The Women of Impact campaign harnessed cutting-edge predictive AI technology which allowed the team to respond to the community they had created at the speed of culture – allowing National Geographic to move from earning a share of voice to earning a share of culture. In the end, it’s all about data

    We ended day two with a session on how to turn your data into an emotional connection courtesy of Bank of America’s Lou Paskalis. He stressed how in the future, marketing will be data-driven, connections-based and customer-obsessed. People buy with their hearts and then rationalise their purchases with their brains: if your brand can connect with their hearts, you win. Lou also made the pithy observation that data is the new oil: in its raw form it’s just a material, but if you refine it in the right way, it will inform your marketing vision.

    Customer-centricity, brand purpose and using data well

    As always, the Masters of Marketing was a festival of ideas, inspiration, food for thought and energy. The main themes that came out time and again were customer-centricity, brand purpose and how to use data as a means to create meaningful, authentic connections – not as as the end itself. It’s always inspiring to hear how talented and dedicated marketers are harnessing the rapid changes in the industry to make their discipline a driver of growth and a force for good. For those looking to drive growth for their brand, ECI Media Management has years of experience helping marketers do just that, and we’d be delighted to hear how we can support you. Feel free to contact us on

    Thumbnail image: Alexandra Matthews

  3. Day 2 at the ANA Masters of Marketing

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    The conference officially started on Thursday with energising, thought-provoking and fascinating talks.

    The conference officially starts

    As we described in our blog post from the first day, the ANA Masters of Marketing conference started with a bang with some thought-provoking and fascinating pre-conference sessions, followed by dinner and a performance by Train. If delegates were a little bleary-eyed after that, the official start to the conference at 8am this morning ensured that they were fully alert!

    Opening remarks from ANA CEO Bob Leodice

    The CEO of the ANA, Bob Leodice, opened the conference with remarks on the critical importance of growth. More than half of Fortune 500 companies have suffered a decline in growth and it is the responsibility of marketers – many of whom were in the room – to lead a drive to recover that growth. The ANA supports its members in many ways, including with playbooks that they have created for ‘distinct and direct action’. These playbooks cover many hot topics such as data and technology, transparency, measurement and accountability, and talent development. Bob also showcased several particularly touching and effective campaigns from the last 12 months, including the #seeher campaign which is fighting the conscious and unconscious bias against women and girls in advertising.

    Bob concluded his session by reminding his audience that the opportunity to elevate growth is within their grasp – and, if they do that, that there is so much progress to be achieved. Marketing can, and should, be a force for good and for growth.

    Taking smart risks to drive growth

    Bob was replaced on stage by Jeff Charney, the extraordinarily charismatic CMO of insurance-firm-with-a-difference Progressive. He exploded onto the stage to talk to the audience about risk and how we as marketers are not taking enough of it. He claimed that driving growth is fuelled in part by a willingness to take smart, insight-led risk because in this day and age you can’t just stand still and hope that growth will find you. He defined the right way to take risks with a clever acrostic: Relevance not Recklessness, Information not Impulsiveness, Speed not Siloes and striKe out, not Know-it-all. Jeff even took what could have been a huge risk during his talk – persuading nearly 3000 delegates to sing Belinda Carlisle’s ‘Heaven is a Place on Earth’ acapella…

    Jeff also explained his unique network philosophy, where great characters create great content that is placed in the right content – and have control: Progressive has taken a significant portion of their agency activity in-house, with huge success. If that’s something you are considering, we have a list of the top ten things to consider.

    Building a brand the WNBA way

    If attendees thought that the session following Jeff’s would be lower energy and they’d be able to relax a bit, they were mistaken. The WNBA’s equally charismatic Lisa Borders talked to us about how the WNBA grew to become a major entertainment – not just sports – brands in a little over 20 years. Their focus has always been to remain relevant by focusing on their greatest asset – their players, using their own authentic voice, embracing who they are and leveraging that in their communications and brand identity.

    A second stage for more choice and intimacy

    After Lisa’s session, ECI moved over to the second stage. The second stage is a new feature for 2018, in response to delegate feedback that they wanted some choice in the agenda and some more intimacy. The experiment is evidently a huge success, with people standing around the edges of the room to see some big names from Unilever, Bank of America, eMarketer and others give inspiring and insightful talks.

    What marketers can learn from D2C brands

    First up was Luma’s Terry Kawaja: an investment banker isn’t the obvious choice for speaker at a marketing conference, but, being as he is at the intersection of media, marketing and technology, Terry’s insights were of course highly relevant to his audience. He explained what marketers could learn from the new generation of ‘D2C’ (direct to consumer) brands that are proliferating in an age when so many traditional, incumbent brands are facing declining growth. We discovered that the tactics of D2C brands – who are often essentially marketing companies with a product to sell – are so good that they even sell bad products! So what are these tactics? They include focusing on the consumer, recommitting to product design, adopting performance media, deploying content marketing and even making select acquisitions of D2C companies.

    Trust: the basis of eBay’s interaction with consumers

    Returning to the main stage, we were lucky enough to see eBay Americas CMO Suzy Deering talk about her company’s focus on trust: her brand – a ‘human platform’ – is very aware that consumers want to trust and will support brands that are purpose-driven. That basic tenet of trust is the basis of the three principles that are the foundation upon which

    eBay’s approach to consumer engagement is based. The first – built on trust. The second – powered by purpose. And the third – using data to connect to buyers and sellers in meaningful, authentic ways. With these in mind, eBay leans into culture in a way that feels true to consumers’ wishes, using data to understand what consumers want and how they behave – and respond accordingly.

    How to market successfully in the age of assistance

    Over a delicious lunch, Google’s President of the Americas Allan Thygesen spoke to delegates about marketing in the age of assistance – where empowered consumers are more curious, demanding and impatient than ever thanks to the ability to effortlessly navigate life and make decisions. In this intent-driven world, the opportunity for marketers to lead their companies’ growth has never been greater: brands must grab with both hands the opportunities that are arising from the fact that intent is redefining the traditional funnel, the new shapes of today’s dynamic consumer journeys and the new formula for success. Allan explained that successful marketers are making three fundamental shifts to drive growth in this new world: focusing on business outcomes, not media metrics; stopping marketing to the average; and automating everything. Brands need to earn the trust of their consumers – the takeaway phrase from this presentation was that when people can count on brands, brands can count on growth.

    A crash course in the hottest emerging trends

    Suitably refreshed and ready to absorb whatever the afternoon’s speakers could throw at us, ECI headed to the second stage for ‘a crash course on the hottest emerging trends in marketing’, courtesy of eMarketer’s Geoff Ramsey. He managed to fit an extraordinary amount of content into a mere 30 minutes, including media spend, the colliding worlds of TV and digital video, how AI will change everything, the rise of voice search and how AR is moving into the mainstream. We were particularly interested to hear him talk about the rise of Amazon as a media company – not just a retailer: he expected to see them double their media dollar growth over the next few years, making them a serious competitor for the Google-Facebook duopoly, as we discussed in a blog post from a few weeks ago.

    The shift of viewers from pay TV to streaming providers such as Netflix was an important topic – and how that presents a major challenge for advertisers: a key reason that people are moving is to minimise their exposure to ads. We’ve written about this topic in the past – you can read more in our blogs on the battle for the future of entertainment and how video streaming services are forcing the TV industry to transform.

    Geoff also explained how newer technology – AI, voice search and AR – are all major trends that we will be seeing much more of in the coming years. Each will fundamentally change how consumers behave and therefore how brands interact with them. He was particularly surprised by the rise of voice search, driven by the proliferation of voice-activated devices such as Alexa and Google Home. It could have major implications for smaller and challenger brands as there is often only one single answer to a voice search query: in the future, this benefit could be sold to the highest bidder.

    In the end, it’s all about data

    We ended day two with a session on how to turn your data into an emotional connection courtesy of Bank of America’s Lou Paskalis. He stressed how in the future, marketing will be data-driven, connections-based and customer-obsessed. People buy with their hearts and then rationalise their purchases with their brains: if your brand can connect with their hearts, you win. Lou also made the pithy observation that data is the new oil: in its raw form it’s just a material, but if you refine it in the right way, it will inform your marketing vision.

    The consumer: front and centre of all marketing strategies

    In our two days at the Masters of Marketing so far there has been no escaping that, in order to drive growth and ‘win’ at marketing, a marketer’s focus must always, always be on the consumer. Putting the consumer at the heart of your marketing strategy and really understanding what they want from your brand – and then giving it to them – is the surest way to drive growth for your company and, in turn, make marketing a highly valued department in your organisation. We’re sure that this theme will continue on day three of the conference – we will of course be covering the sessions in real time on LinkedIn using the hashtag #ECIatANAMasters, and we will release a blog post summarising the day tomorrow evening. As always, if there is anything you’d like to discuss with us in more detail, you can contact us at .

    Thumbnail image: Alexandra Matthews

  4. The ANA Masters of Marketing conference: Day 1 download

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    The 2018 ANA Masters of Marketing conference has kicked off with aplomb.

    The pinnacle of the US marketer’s year

    The ANA Masters of Marketing conference is a key fixture in the calendars of many US marketers. In a world where technology is changing the landscape at an unprecedented rate, the opportunity to meet your peers, discuss the major issues the industry is facing and come away with some answers – or at least food for thought – is one that’s not to be missed. With that in mind, many marketers from across the US have descended upon Orlando in the last few days. Those from more northern cities surely appreciate the balmy Florida weather, but none of the attendees will be letting sunshine and blue skies distract them from the matter at hand!

    This year’s theme is growth – against a challenging backdrop

    As was to be expected, the Masters of Marketing started with a bang with some thought-provoking pre-conference sessions on Wednesday. The official theme, as has been the case for 10 years, is ‘growth’ – an increasingly elusive concept for many organisations. The sessions today were a showcase for how marketers can drive growth for their organisations by harnessing the transformation the industry is undergoing and using it to future-proof their marketing strategies.

    The awareness versus performance debate

    ECI started with a session that examined the ongoing debate between driving awareness and performance in the era of artificial intelligence – something that we are particularly interested in. We are all aware of the huge disruption that AI is causing in the advertising industry (and indeed in all industries). It is the equivalent of the internet back in the late nineties – we are possibly over-estimating its significance in the short term, but woefully under-estimating its long-term impact. A graph showed in no uncertain terms that we’re rapidly approaching an inflection point where machines will become more intelligent than humans. This will only be exacerbated by the arrival of 5G, which will unleash an unfathomable amount of data and, with that data, the Internet of Things will come into its own.

    Against that backdrop, the audience was given a crash course in harnessing that wealth of data and the increasing importance of mobile to drive sales and customer loyalty. Rachel Tipograph, the founder of MikMak which has reinvented infomercials for a generation of digital natives, taught the audience how to harness first-party data in the most effective way to create campaigns that drive sales and brand loyalty. Working on the basis that ‘if it isn’t Instagrammed, it didn’t happen’, we were taken through a step-by-step process, from setting a campaign objective (bottom-of-the funnel, such as link clicks

    or landing-page views) to identifying laser-focused audiences, developing ‘thumb-stopping’ creative and optimising your landing page – which is now more likely to be your product page than your home page. Rachel emphasised the importance of the pixel to capture real-time data for optimisation and build qualified audiences for prospecting or targeting – something we will be examining in our post-conference series of articles next week.

    Where next for advertising?

    The session that followed was an AEF (ANA Educational Foundation) symposium entitled ‘The end of advertising as we know it: what next?’ The premise for this session was the fact that advertising is increasingly seen as an interruption in what the consumer wants to be doing, and – in an age of ad-blockers and paid-for, ad-free streaming services such as Netflix – marketers need to find new ways to meaningfully connect with and engage with their audiences so that adverts are welcome and not seen as an intrusion. Mark Truss of JWT presented the keys to humanising a brand: transparency, brand contribution, business conduct, brand purpose, value beyond the customer and employee appeal; he also laid out how brands should behave in order to maintain a real and lasting relationship with consumers. Crucial behaviours included humanising customer support, being true to your brand purpose and identity, and using social media to be social – not just as a platform to drive sales.

    The scene is set for an invigorating few days

    The pre-conference sessions at the Masters of Marketing were more than a taste of what is to come – they set the scene for what will undoubtedly be an energising, challenging and thought-provoking conference. We anticipate a lot of discussion around data privacy and the challenges that entails for marketers (particularly in light of federal investigations into media-buying practices and the introduction of GDPR), what the future holds for marketing and how best to invest those precious ad dollars.

    Get the latest insights with ECI

    We will share a download of each day of the conference on our blog, ECI Thinks, as well as real-time insights from each session via LinkedIn – you can follow these using our hashtag #ECIatANAMasters. Next week, we’ll release a series of articles summarising our learnings from the conference and their implications for marketers. And of course, if there is anything mentioned in these articles that you would like to discuss with us in more detail, you can contact us at .

    Thumbnail image: Alexandra Matthews

  5. The effectiveness battle: performance marketing versus brand marketing

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    One of the key themes at DMEXCO earlier this month was the effectiveness of performance marketing versus brand marketing, and the related tension between offline and online marketing.

    A trending topic

    A week or so ago, ECI attended DMEXCO in Cologne, and there was a lot to take in from the 1000 exhibitors on over 100,000sqm of exhibition space! We shared our summary of what we learned straight after it finished, but there is one topic that particularly piqued our interest that we explore in more detail in this article. That topic? The trends and debate around the effectiveness of brand marketing compared to performance marketing and the related tension between offline and online advertising.

    Short-term results versus long-term relationships

    As online media generates a vastly larger amount of data than traditional media, and much more rapidly, it is tempting to find ways to obtain higher click and conversion rates from digital campaigns. Marketers and their bosses have always been under pressure to prove the impact of marketing and, ideally, to cut out the parts of a media plan that aren’t working as hard as others. Performance marketing is a relatively new term for short-term, sales-driving online marketing that often uses layers of data and targeting to ensure that as few impressions as possible are served to people who are unlikely to register a conversion that can be attributed to the campaign in question. Performance marketing therefore contrasts directly with traditional brand marketing, for which TV is still a key channel. Brand marketing techniques are the result of decades of academic research which have concluded that high brand equity – and resulting long-term sales growth – are the result of moderately frequent messaging that resonates thanks to evocative creative. Those fundamental truths have not changed with the invention of online media spaces. However, it might never be possible to prove a direct and independent cause-and-effect relationship between a specific ad impression and a sale. So while brand marketing is great for building consumer relationships, it’s difficult for any responsible marketer to turn down a form of marketing that actually has the word ‘performance’ in it!

    The word on the street at DMEXCO

    At DMEXCO, the advantages of both brand and performance marketing were covered in detail – with tools to support the latter dominating the exhibition floors of the expo, while the advantages of a more sustained brand marketing strategy were extolled on the stages of the conference. There has long been feisty and fascinating debate between marketers about which should be given the lion’s share of a marketer’s budget, especially their online media budget. At the DMEXCO debate entitled ‘How marketers can be enlightened, empowered and enabled in a mobile world’, the MMA’s Chris Babayode explained how conversion attribution modelling accentuates the tension between performance marketing (the champion of last touch attribution) and brand marketing (which looks better when using multiple touch attribution).

    Last touch attribution of conversions for example is a common, simple method. It tends to demonstrate that methods such as search and retargeting generate a large number of conversions, leading many marketers to shift significant budget into these areas. Multiple touch attribution, on the other hand, recognizes that a click on a Google search link is not itself the cause of a conversion, and that various recent campaigns and on- and offline touchpoints should be taken into account. Multiple touch attribution can, for example, reveal what audiences and what sites will generate conversions further down the road.

    Don’t pick sides

    An interesting take on the debate appeared in an article by Mark Ritson in Marketing Week last month. It’s a well thought-through piece which we strongly recommend that any marketer

    reads, but Ritson’s conclusion is that, in fact, marketers shouldn’t pick sides: the best way forward for your business in the long term and the short term is to keep up a traditional mix of more long-term branding and more short-term sales promotion. Ritson quotes Peter Field and Les Binet’s book The Long and Short of It: you want ‘60% of your budget invested in long-term brand building and 40% on more immediate activation’.

    The effect of GDPR

    It is interesting to see how the introduction of GDPR in the European Union has further blurred the line between the trackability of off- and online channels and therefore the distinction between which should be used for performance or brand marketing purposes. Many people have stopped allowing brands to track their data, meaning there is, and will continue to be, a large market for non-trackable impressions that are therefore similar to offline impressions. This shift in supply and demand is a huge, although likely temporary, opportunity. Several speakers at DMEXCO remarked on the drop in programmatic supply after GDPR was rolled out in May this year – despite the fact that media consumption of course didn’t drop.  It’s all about choosing the right media for the right job – a truism that was illustrated perfectly by the exhibitors of some of the world’s most advanced ad tech companies using paper fliers for their marketing at DMEXCO!

    Demonstrating how online can be an effective channel for brand marketing campaigns

    An interesting case study into how effectively online platforms can be used for brand campaigns was highlighted in the YouTube-hosted event ‘How consumer choice has changed the video landscape’ by Johnson & Johnson’s Northern Europe Marketing Director Meghan Davis. She related the story of how J&J briefed a few different creative agencies to create an ad, independently of one another, using the same dental hygiene brief. All three resulting videos were then tested on YouTube and the one that performed the best was run on a wider scale. This brilliant campaign showcases how using quick-effect metrics and the flexibility of online media can improve the impact of a branding campaign across both online and offline; and demonstrates how live data can inform decisions to optimize a campaign and maximize its short- and long-term impact. We believe that this is an online strategy that could be adopted by more marketers looking at how online media can be leveraged for brand campaigns.

    As is so often the case with advertising, the answer to the brand marketing versus performance marketing conundrum is not binary. The best results lie in achieving the right balance: as Ritson says, ‘a great brand plan will deliver short-term results within the year and set up longer-term, enduring advantage from stronger brand equity and improved funnel conversions. A great brand plan manages to hit short-term sales targets while also funding longer-term brand objectives that focus on brand health metrics.’ That means just the right mix of on- and offline channels, working in harmony to drive brand equity and meet sales targets. And to achieve that holy grail, robust strategies and creative messages and visuals that resonate, backed up with insight and measured with the right KPIs, are of critical importance.

    To see how ECI can help you to obtain the perfect balance, contact us at .

    Thumbnail image: Shutterstock

  6. ECI’s DMEXCO download

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    ECI was at DMEXCO in Cologne this week: from ethical hackers to in-housing, here’s what we learned.

    Important questions and lots of answers

    ECI joined thousands of fellow ad industry professionals at DMEXCO in the German city of Cologne this week. The digital marketing and advertising trade fair and conference has become a key feature on advertisers’ calendars as they seek to understand and capitalise on the countless opportunities – and avoid the pitfalls – offered by ad tech. There are so many questions on these people’s minds – should I bring my ad tech in house? Who are the right suppliers? How can I best leverage my company’s proprietary data? If the answers to these questions are anywhere, it’s at DMEXCO – although you have to filter out a lot of noise on the way…

    We came away from our two days at DMEXCO with two big takeaways. The first is how cluttered the marketplace is and the (perhaps related) knowledge gaps, particularly among those who should really know better. The second – quite possibly a result of the first, as we’ll discuss later – is the debate around inhousing ad tech versus outsourcing it.

    A cluttered marketplace and knowledge gaps

    DMEXCO is crowded, noisy, hot and very exciting – much like the industry that it showcases! As we found while we were there, the more you learn, the more you realise just how much there is to learn, and the effort required to keep up with the latest developments in online marketing. As is so often the case in the digital world and particularly the digital marketing industry, buzz words and phrases were swirling around – ‘performance marketing’, ‘attribution’, ‘intelligent’, ‘data’, ‘personalisation’ and ‘disruption’. Our old friend ‘email marketing’ is still up there, with general consensus that it remains an important tool. The new phrase on everyone’s lips – one to watch out for – is ‘ethical hacker’, the information security experts who identify vulnerabilities that non-ethical hackers could exploit: critically important in these times of cyber threats and security breaches. We observe, with a wry smile, that DMEXCO is perhaps the only place where the words ‘AI’, ‘machine learning’, ‘algorithm’, ‘performance’ and ‘optimisation’ can be used in the same sentence unironically.

    Despite this lack of irony, there was some healthy scepticism at the conference. Taking to the stage in the event ‘The next mission in marketing’, Philipp Markmann talked about the ‘absurd level of complexity’ in the media market, with far too many services to choose from, meaning that advertisers are overwhelmed by choice. Is this because publishers and vendors are targeting and talking directly with CMOs rather than focusing on agencies, who traditionally identified the best solutions on their clients’ behalf?

    Perhaps this is partly down to surprisingly low levels of knowledge in the industry. A common opening line from exhibitors at DMEXCO was “do you know a bit about ad tech?” We raised this with one of them who explained that a large proportion of attendees had a lower than expected knowledge of ad tech and digital advertising. AppNexus, one of the largest ad tech suppliers which was recently sold for $1.6bn, was mistaken for an app creator by more than one attendee, while one ad tech exhibitor said that they met with a media agency rep who didn’t know the difference between a first and second price auction, let alone the implications of each. There is evidence that the struggles, illustrated here, to keep up with online media markets are leading to irresponsible media buying, ultimately resulting in advertisers taking matters into their own hands by bringing their activity in house.

    In-housing or outsourcing?

    It was no surprise, therefore, that the in-housing of media buying was the subject of many of the events and discussion at DMEXCO. It’s being driven by a feeling that media agencies need to be doing more to earn their clients’ trust, but also by the understanding that marketing and sales in general, and online marketing in particular, should be closely integrated with a brand’s core business – especially when it comes to technology and strategy. Philips’ global head of digital marketing Blake Cahill, speaking at an event entitled ‘Brave the seismic shift – the future of creative digital consultancy’, recommended a mix of in-house and agency, with the latter focusing on media strategy and planning. This consultancy role would allow them to increase their fee – a glimmer of hope for agencies alarmed by clients taking activity in house. Meanwhile, in ‘The next mission in marketing’ event, speakers concluded that, in order to thrive into the future, agencies need to be experts, strategic and proactive thinkers, and reduce their complexity. Interestingly, as we reported last week, WPP’s new CEO, Mark Read, announced this as part of his strategy to future-proof the group.

    Media and creative agencies were notably quiet at DMEXCO – is that because of the problems they are having keeping abreast of developments in the space? Advertisers and publishers, as well as Google and Facebook, were prominent on the stages, while ad tech providers and publishers dominated the exhibition floors.

    But that’s not all

    Of course, discussion at DMEXCO also went far beyond whether advertisers will move their tech stacks in house and what that means for their agency partners and others. To succeed in digital advertising, marketers must ‘focus on the real consumer needs, understanding their behaviour’, as Alexander Ewig said in ‘The next mission in marketing’ talk. Rahmyn Kress, Henkel’s Chief Digital Officer and Debora Koyama, Mondelez’s CMO, also spoke about what success looks like in digital marketing at the ‘Future skills in brand marketing: how to transform into a modern marketing department’ event. They agreed that the FMCG sector is lagging behind when it comes to digital marketing, and that they – and all brands – must focus on the problem they want to solve, rather than the tools at their disposal. Kress and Koyama also concurred that data must be at the very heart of digital marketing; this is indisputable, but there was also a feeling across DMEXCO that advertisers should seek a balance between hard data and a more human gut feeling.

    A final observation has to, of course, come from Google. Their space on the exhibition floor was colourful, eye-catching and designed to look like a garden, complete with a wooden fence around the perimeter. A witty take perhaps on how Google and fellow tech giant Facebook are often called walled gardens for their reluctance to allow third-party tracking? We mentioned this comparison to a Google rep outside the fence, who laughed and then gave a very reasonable explanation for the fence: some advertiser heavy-weights were inside, making important deals with Google. Funny that in our world of AI-optimisation, data driving and agile bidding, business is still done over coffee and sealed with a handshake.

    Thumbnail image: Helene Kruse