Tips From Atomic 212 On How Brands Should Use Data-Driven Marketing

Tips From Atomic 212 On How Brands Should Use Data-Driven Marketing
SHARE
THIS



Data-driven marketing strategies have fast pushed more traditional approaches to the side, creating a whole new landscape that marketers will need to be familiar with.

And, as keeping abreast of data driven strategies can be a highly complicated task, more businesses seek out digitally savvy consultancies to partner with them.

In an ever changing media landscape of evolving engagement strategies with more refined data to direct a campaign, the task of creating, implementing and assessing marketing campaigns has become an undertaking often too complex to be handled by internal teams.

Yet, with technological improvements expanding audience reach and greater data integration that can lead to campaigns being more complex, the traditional approach from creative agencies is requiring an overhaul, with a fresh and more innovative mindset required for the days ahead, said Jason Dooris, CEO of media agency Atomic 212 (pictured above).

“Today’s outcome driven marketing campaigns need to be developed with greater collaboration between data and creative at its core, and with greater consideration of consumer trends and their behaviour around technology,” Dooris said.

Traditionally, both in-house marketing departments and agencies have maintained a divide between creatives and tech teams, analysts and content creators, keeping each of their areas siloed and only working side by side or in succession.

“It is one thing to keep up with current marketing trends,” he said, “Yet another altogether to be pushing beyond and to lead the way, which we attempt to do with collaborative multi-disciplinary teams and innovative data marketing strategies.”

Atomic 212 has been playing about in this space, undoing the conventional separations, melting different roles into a one-goal orientated team and developing inventive new strategies and programming. By embracing a full-service approach, which allows it to marry analytical and creative teams, its clients have seen solid results.

“Data-marketing is fast emerging as the way of the future and aims to not merely project a marketing message into the target audience’s space, but to be tailored specifically to appeal and engage its audience in line with their behaviours and technology trends,” Dooris said.

“The opportunities that data marketing presents for businesses to take their audience engagement to the next level are massive.”

 

Latest News

News.com.au Unveils New Homepage
  • Media

News.com.au Unveils New Homepage

Australia’s leading national news website news.com.au today unveiled a new homepage. As the gateway to Australia’s largest news website, the news.com.au homepage delivers 135 million page impressions per month. The redevelopment of the news.com.au homepage has been designed to evolve the brand into the next decade with plans to roll out continued updates across the […]

Study: Startup Mentality Defined By Culture More Than Age Or Size
  • Marketing
  • Media

Study: Startup Mentality Defined By Culture More Than Age Or Size

The lines between startups and corporates should no longer be defined by organisation size, but by the kind of culture they foster, a panel of top marketers have agreed. Some of Sydney’s top marketers – including Guzman y Gomez CMO Lara Thom, Outdoria CEO Nick Baker, Menulog’s head of marketing Tasman Page and Facebook ANZ’s […]

Cupcakes on a cake stand with sparklers
  • Media

The New Daily Turns Five

Online news site, The New Daily, the brainchild of industry super fund boss Garry Weaven and former Age and Herald Sun editor Bruce Guthrie, turns five this week. It boasts a monthly Google audience of more than two million and close to 500,000 daily subscribers. It’s impressive climb up the Nielsen news site rankings – from outside […]

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News
  • Media

Nielsen: Aussies Aged 50-Plus Spent Most Time Online With News

Nielsen Digital Content Ratings monthly-tagged data for October 2018 revealed that more than half (52 per cent) of the total time spent online consuming news-related content during October 2018 was by Australians aged 50 plus. Desktop was the device of choice for Australians accessing news stories online, contributing to close to half (49 per cent) […]

Haystac Shakes Up National Leadership Team
  • Marketing

Haystac Shakes Up National Leadership Team

Haystac, part of the BWM Dentsu Group, has announced three key changes to its national leadership team as the agency evolves to service the needs of major national and global brand clients. Haylie Marchant moves into a new national role as head of strategy at Haystac. Formerly the general manager of Haystac Brisbane, Marchant will drive Haystac’s new business […]

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia
  • Marketing
  • Media

Virtue Announces New Key Hires, Campaigns And Partnerships In Australia

Creative agency VIRTUE has introduced a number of key hires, innovative campaigns and an expanding roster of clients within its newly established Sydney office. VIRTUE is the creative agency born from global youth media company VICE, and will service the whole of Asia-Pacific from three offices in Sydney, Singapore and Seoul. The agency aims to […]