Happy New Data 8211 Digital Marketing Trends 2022
Management Summary
Without data, there is no marketing – for good
It has been preached for many years, but in 2022 it will really happen. If you want to get involved in digital marketing, you also have to make the data usable for campaigns and insights. The CDP (Customer Data Platform), which has developed from just another data-driven acronym into a key technology. All data from a wide variety of channels can be consolidated here in order to get as 360 degree a view of our customers as possible and to ideally personalize the journeys accordingly.
Personalization is still a strong theme. True to the motto: if you don’t personalize, you lose. Nobody wants to be exposed to irrelevant messages and advertisers also have an interest in using their advertising budgets in a targeted manner. There are now also some studies that have shown that personalized advertising has a strong effect on increasing sales and branding. For this reason, it is important to look at the journeys as a whole and to take the advertising measures to a new level with full funnel personalization through targeted targeting and dynamic creatives.
Cloud & Data Science: Into the Prediction Era
Where you once looked into the crystal ball, you can now look into the cloud. The technical possibilities allow the big questions of online marketing to be answered here. How many contacts does my user ideally need before a conversion occurs? How will sales develop? Which influences can increase my eCommerce rate?
Especially with Google Cloud and thatAds Data Hubour campaigns can be made much more efficient. Especially an analysis in the area of optimal frequency capping or ad collisions can be doneUse casesIncrease media efficiency and reduce CPAs by up to 20%. But not only projects with a very advanced maturity can be handled with the tools; you can often find opportunities in the ad stack to take the first “small” steps in that direction, for example with a “custom bidding” algorithm tailored to the advertiser according to company goals.
If there are no resources available internally, we are happy to provide support with initial use cases through to complex machine learning projects. It pays off!
Privacy First (even more)
Unfortunately, many advertisers still see data protection and consent as an “annoying evil” that has to be done since May 2018. Many people don’t even know that there is something enormous going on herepotential, also for marketing. Users want to know what their data is used for – and that’s a good thing! We now know that with information appropriate to the target group (what do we collect, what do we do,…) and approval can even increase brand loyalty. It simply creates trust as a basis for further action.
However, it can often be challenging for advertisers to comply with the law. The right people provide supportConsent management systems– namely those who don’t just look at a silo, but rather take a holistic approach. In this way, consent can quickly be turned into a competitive advantage.
But privacy also helps us in digital marketing. Especially for the formation of audiences, there are (cloud-based) systems that will form an essential asset for our audience management: Data Clean Rooms. Here, customer data can be linked to Google data at the raw data level – without people having access or being able to extract specific data sets! Strong target groups can be created here, but they meet the highest data protection requirements according to the motto “privacy by design”.
At e-dialog, we not only take data protection and consent very seriously, but also see it as an integral part of our strategy. How do we do that? We would be happy to reveal our secret during a consultation ;-)
The Creative Revolution: Data-Driven Creation
Performance marketing managers have historically placed little value on creation and design. But we now know that a good advertising material accounts for up to 70% of the success of a campaign. So it would be unwise to ignore this aspect of the campaign. Data-driven creation has also developed rapidly in recent years. What many still know under the guise of banners with a very simple dynamic product feed (the red sneaker) now offers countless opportunities to personalize campaigns par excellence. Information from audience management, demographics, geography, device, weather, time are just a few of the options that can be presented in dynamic creatives. The time for small performance banners is also over – large, attention-grabbing formats are state of the art.
And that’s actually old hat: Experts rely on personalization across multiple channels (display, social, etc.) and with multiple formats (banner, video, audio, etc.). Particularly good storytelling can also be done here and a stringent (user) journey can be drawn across several touchpoints. With a good creative concept, targeted (micro) targeting and a good campaign, a very personal performance boost can be developed.
Post cookie era
The biggest challenge facing digital marketing is the transition from cookie-based tracking to cookieless solutions. Many will now be wondering why this is an issue for 2022, after Google has done thatEnd of 3rd party cookiespostponed to 2023. But the truth is that Chrome is practically the only browser that currently allows third-party cookies – so you could say that we practically already live in a cookieless world. Next year it will be even more important to prepare accordingly and to rely on the right systems in order to be able to control and measure digital campaigns just as efficiently and in a targeted manner.
There are already many alternatives and solutions on the market, but it takes a lot of expertise to recognize which is the right one for your own strategy. There must also be management commitment – the post cookie issue does not just affect the performance marketers or web analysts, but the entire company. We already have oneGuidewritten in order to find your way through the jungle of solutions – but we are happy to support you with a tailor-made strategy and an action plan.
