I recently attended dmexco in Cologne, where the overarching theme for this year’s digital marketing conference was “bridging worlds.” But as I walked around the stalls and talked to people from across the industry, a few topics kept cropping up that got me thinking about the challenges, and the opportunities, that digital marketing currently faces.

Tablet, laptop or mobile? Nope, it’s everything

The shopping journey is constantly evolving as consumers use more devices than ever before. According to a recent Ofcom report, in the UK smartphones are now the most popular device for accessing the internet. Today we’re seeing people browsing and purchasing with more confidence across all mobile devices.

In response marketers are developing campaigns that offer a seamless experience across all devices and are showing their appetite for innovation as new devices, such as wearable tech, gain mass-market popularity.

The right content at the right time

Historically, digital advertising has been about getting the brand seen by as many of the right people as possible, often with little thought to the needs or interests of those being targeted. This approach is now outdated. It no longer provides the ROI and will negatively impact a brand’s reputation because people need relevancy and immediacy. It’s about targeting the right person, at the right time, in the right context.

Fortunately the depth of data available at marketers’ fingertips means that we no longer have to rely on this ‘sledgehammer’ approach. By overlaying insights, brands can find consumers that are their perfect fit.

What does this mean in reality? Well, I think we’ll see fewer, but crucially, more relevant ads. If people are seeing more relevant copy they will, I believe, turn away from ad blocking.

Data led creativity

New technology creates time for marketers allowing them to do what they do best – be creative. And by interpreting readily available data brands are able to focus this creativity to gain share of wallet.

For me, this is about finding new solutions to age-old challenges. With ad-blocking becoming more widely adopted by consumers, our industry, now more than ever, must ensure that all our consumer touch-points are high quality and relevant. If they don’t, shoppers will switch off.

We’re lucky enough to be working during a time when technology is redefining our industry. Of course it’s sometimes painful and at times we feel that consumers are increasingly in control. But if we get this right – as many people I spoke to at dmexco are – we are well placed to stand out from the crowd and cut through.

 

By Jean-Baptiste Goux, Head of Programmatic at eBay Advertising.

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