Digital marketing is apparently dead. Procter & Gamble’s global brand building officer Marc Pritchard talked about the end of digital as something separate or distinct from general marketing in his keynote at Dmexco in Cologne, Germany, last September.
This is a view that Econsultancy and MarketingWeek espoused in our Modern Marketing Manifesto, which we published last year. We cut out ‘digital’ as one of the key elements of marketing from the initial draft and instead focused on integration, customer experience, brand, data and other elements irrespective of medium or channel.
But while we might agree that this is conceptually and strategically the right direction, the reality on the ground is quite different. Few organisations are at a point where they are sufficiently capable or mature in their digital marketing or ecommerce activities so that this has become ‘business as usual’.
Digital is the catalyst and driver for marketing and business transformation; where organisations talk about innovation, it is almost entirely digital. This means that the operational reality for most businesses is that digital is very much alive and a huge area of focus.
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Demand-side platform (DSP) is one of the hottest media trends right now, but what most people fail to understand is that it is merely a buying mechanism. The real value lies in the data management platform (DMP), which acts as the brain that tells the DSP which ad impression to buy. In the Western ad tech ecosystem, third-party DMPs like BlueKai serve as the central nervous system that various DSPs plug in for intelligence. In some instances, many Western DSPs such as Turn will often combine their own first-party data with BlueKai’s third-party data to create custom audience segments.
The Chinese Way: No Third-Party DMP
The Western ad tech ecosystem is the ideal way of operation. However, the picture looks quite different in China.
Even though there are quite a few DMP companies in the Chinese tech ecosystem, none of the major DSPs in the China market are actively using them. What happens instead is that all the DSPs use their own third-party data collected from direct publisher relationships. With no de facto standards in third-party DMP data, Chinese marketers have zero transparency in knowing the exact data that is being used for targeting. Hence, the local DSPs are all moving toward a strategy of a first-party DMP offering to prove their value add, and most of all for vendor lockdown. In the end, whoever controls the client’s data will control the bulk of the marketing budget. To make things more complicated, agency-trading desks (ATD) and third-party tracking vendors like Miaozhen also have a DMP offering. Of course, marketers have the option of hosting their own DMPs internally.
Name: Dr. Mathew McDougall
Region: Asia and Australia
Job title: Founder and CEO of Digital Jungle
Experience: 20+ years working with Technology, Internet and Marketing firms around the world. Last 10 years worked as CEO based in China
One of the largest capitalist economies in the world, Australia is the world’s sixth-largest country by total area yet comes 51st in a list of countries by population. So how does marketing in Australia differ to the rest of the world, and what similarities, if any, does a country with less than 0.5% of the world population, have with China, which with almost 20% of the world’s population, tops the same list. Kathryn Cave talks to Dr. Mathew McDougall, Founder and CEO of Digital Jungle to find out more about Marketing in Australia.
What are the unique opportunities in targeting customers in Australia?
One of the unique opportunities in targeting B2B customers in Australia is that the market is relatively small, which leads to great referrals. Most of the major players in the industry know each other, which leads to great opportunities for clients. If you win a client and do an exceptional job, competitors and friends in the industry will notice, because it is easier to monitor a small market. If handled correctly this can lead to many new relationships, but of course, this goes both ways; if you win a client and do not deliver an exceptional product, others in the industry will also take notice.
Continue reading interview
The US is still the spam capital of the planet, according to a new study. However, using a different set of metrics, it is being outperformed by the like of Belarus, Peru and Iran. In other words, developing countries are punching above their weight and out-polluting America in the online anti-social behaviour markets. On the other hand, the economic powerhouse of the West is ahead on sheer volume in the race to be the number one conduit of commercialised electronic junk. But, say the experts who produced this report, it’s the developing economies that could be hardest hit by the rise of spam.
America is the biggest spam source in the world, according to The Spampionship, a new league table of the 12 biggest spam-producing nations compiled by security vendor Sophos. China is fast emerging as a major source of unwanted email and Russia is in at number three after doubling its share of the spam market. To paraphrase music chart compilers, America has held onto the number one spot but China is in at number two with a bullet. (Or should that be a botnet?)
The Spampionship is not intended to be a roll call of shame, according to Sophos’s head of technology, Paul Ducklin. He claims that the table is meant to be a thought provoking study rather than a finger-pointing exercise.
“We want people to think about security and the consequences of spam,” says Ducklin. “People tend to think it’s harmless, but it’s damaging of lot of economies.”
Two words that are continually brought up in conversations at company meetings are “integration” and “cloud.” According to leading analyst firm Gartner, by 2016 the growth of cloud computing will increase to become the bulk of new IT spend. The relative cost of cloud services as compared to handling integration in-house has historically hindered executives’ decisions to implement cloud services and brokers. However, the undeniable benefits to cloud-based integration have now come to the forefront of consideration for C-level decision makers looking to relieve their companies of compliance challenges and security risks, while increasing the speed of data being transferred and analyzed. Putting the two words together, cloud integration is now more important than ever to tackle increasingly complex integration challenges.
As such, 2014 will be a disruptive year for integration providers, cloud services, Big Data and C-level executives looking to take full advantage of what data integration has to offer. Below are three trends companies can expect to see and incorporate into their businesses in the next year:
Value Creator, Brian Vellmure
We’ve talked in the first two posts about how the digitization of everything is disrupting marketing and changing the face of commerce. Organizations are having to change the way they operate, and that’s causing roles in the C-suite to evolve.
The digitization of everything is doing three primary things:
- Increasing the speed and access for everyone to find and interact with relevant people, information, and products/services.
- Creating a fast-paced, never-ending game of “survival of the fittest” among corporations.
- Moving more of the customer journey into digital channels.
These three factors are forcing organizations to focus on being found among an ever growing sea of competitors – and also on responding in context to their audience with something that resonates.
This requires an increasing depth of customer understanding. Companies need to understand what customers want to accomplish, the motivations behind their actions – and be able to provide meaningful responses, at scale, across a growing spectrum of channels.
Each time a vendor does this well, it raises the collective bar of customer expectations, until someone does it better. This constantly repeating, ever shortening cycle puts an enormous amount of pressure on every company to relentlessly innovate. Those that don’t, struggle or die.
The increasing reliance of the CMO on technology to help them know and respond to customer needs, coupled with the availability of cloud infrastructure and applications, is forcing both the CMO and CIO to re-evaluate their roles.
The New York Times
When Ronan Farrow, the young human rights lawyer with a Hollywood lineage, debuts as an MSNBC host on Monday, he will have some prodigious computing power backing him up.
MSNBC has struck a partnership with Vocativ, a digital news start-up, to provide the new program — “Ronan Farrow Daily” — with up to three taped video segments a week. Vocativ mines the Internet for exclusive news and other content with data-collection software traditionally used by governments and corporations.
Phil Griffin, president of MSNBC, said Vocativ’s marriage of big data and conventional reporting was an innovative approach to journalism. “It is an additional tool for us,” he said. “And who knows where it is going to go for the entire NBC News group.”
News organizations are in a mad rush to team with new companies that they hope can give them an edge in finding story leads. In forming alliances, they are also seeking to attract younger viewers who are more likely to get their news from sites like Twitter and Facebook than from the evening news.
“Bring your own device” (BYOD) is a phrase that has been on the lips of many a technology professional for the past two years, but classifying it, quantifying it and facing up to it has become paramount as more and more enterprises recognise it as an area for risk mitigation.
Whether you label BYOD is a trend, a movement or a culture change, the fact remains that more employees are bringing more devices to the office, consuming resources and then crossing network boundaries to their home LAN, or a public Wi-Fi hotspot.
“In the Middle East most [mobile workers] have a minimum of three devices connected to the Internet from the private side,” Wolfram Fischer, vice president, Europe Middle East and Africa, Aruba Networks, told ITP.net.
And these users are demanding. It has no longer become practical to bar their access to the corporate domain as many of these devices are used for one or more productive, work-based tasks.
BYOD has many faces. When addressing the phenomenon, corporate bodies must consider a number of issues that cross department lines. First of all, who is in charge? IT? Not necessarily, as Fischer explained.