Let’s be honest, it’s hard to predict the future, but it doesn’t mean we can’t try. In this opinion piece Criteo Commercial Director ANZ Colin Barnard shares his top predictions for 2020.
Technology moves at the rate of knots. As the decade ticks over, marketing will continue to morph at the hands of rapid technological change, so it is imperative that marketers harness this innovation and channel it in ways that will benefit consumers.
For marketers, being aware of emerging digital trends and arming themselves with powerful tools is central to staying ahead of the game. I’ve highlighted some of these key developments and how marketers can optimise their strategies below.
- Launch an app or fall behind
Australia has always been one of the lowest app markets, which early on was due to the widespread preference of desktop, over smaller mobile and app screens. With Australians embracing ecommerce due to the rise of larger form factor phones, businesses that invested in apps early on, yet shifted their focus from desktop to mobile or didn’t see huge app traction, should now revaluate.
In 2020, it will become even more apparent to digital marketers that if they don’t incorporate apps into their strategies, they’ll fall behind. Apps typically offer far superior site experiences such as storing user preferences more readily, providing better notification options and leveraging the phone’s native features, like geo-location. In most cases we see a far better re-engagement on apps than mobile web, even compared to progressive web apps and other hybrid solutions.
Criteo recognised this trend and launched a full-funnel ad solution earlier this year, App Install, App Retargeting and App Re-engagement, which addresses every phase of the app user journey, through hyper-relevant and dynamic ads that are tailored to customers’ preferences and behaviours.
- Deep Learning’s role in marketing will change
New technologies are often labelled as revolutionising the marketing industry, but more than ever marketers must ensure they’re distinguishing between potential game changers and jargon. Deep Learning is often viewed as the solution to almost all advertising problems, but what marketers must come to realise next year is that it shouldn’t be the only ace up their sleeves.
For context, Deep Learning is rarely used in bidding stages but instead for precomputing features outside the critical path, and these features can be fed into much simpler, traditional Machine Learning models or a logistic regression model with higher speeds, and lower latency to generate even better results.
Deep Learning will continue to play a role in marketing strategies but only in the wider context of Machine Learning, including tree-based and regression models and self-organising AI networks.
- Take greater creative risks but only if you work together
Attracting the attention of the right consumers and building brand loyalty in our ‘always-on’ era is becoming increasingly competitive for marketers. The quality of digital marketing creative is vital.
For example, augmented reality and virtual reality in gamification-based campaigns is gaining huge popularity because for the first time, customers feel in control of the interaction. As active participants, they can reinvent the real-life environment, try various combinations before making a choice and unlock hidden rewards. These new technologies are revolutionising the path-to-purchase.
In 2020, we can expect greater risks and focus on creative design and implementation. Performance ads are simply not meeting the demands of today’s consumer and it’s because performance marketers and brand departments aren’t working together. If marketers want to succeed next year, they must put in place new processes to create consistent, appealing customer experiences through creative that reflects brand guidelines and meet performance targets.
As commercial director at my company, we’ve invested heavily in new creative capabilities by blending the best of AI and human oversight to produce richer, on-brand ads that don’t sacrifice performance or relevance. Finding the best creatives for each marketing objective and channel can be a long and complex task, however next year we can expect more AdTech companies to establish creative consulting roles, assisting marketers on this journey.
The new age of marketing is both exciting and somewhat overwhelming. By the time you implement a new technology, it can often become obsolete while your competitors have moved on to the next wave, leaving you behind. It is for this reason that marketers need to plan for the future. To succeed in 2020, marketers must invest in apps and change the way they think about Deep Learning and digital marketing creative, to ultimately stay ahead of the curve.
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
wildbean cafe has launched a major new brand platform across Australia and New Zealand via Ogilvy, in a bid to re-engage Kiwis and introduce Aussies to its great selection of barista-made coffee and food. Spearheaded by a major trans-Tasman campaign using the tagline ‘Drives you Cravey’, it is the first-ever through-the-line brand activity for wildbean […]
UnLtd, the social impact organisation of the media, marketing and advertising sector has announced key personnel changes as the organisation plans for its next chapter of growth and innovation in support of at-risk young people. Chris Freel (lead image), CEO of UnLtd, will be leaving the organisation in February 2024, having led UnLtd since 2017. […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Reddit’s annual Recap report has revealed the issues and moments that captured Australia’s collective mind over 2023 with, naturally, the Matildas featuring high on the list. The inaugural Australia-hosted Women’s World Cup saw Aussies glued to the footy (or, indeed soccer) with one enterprising user capturing the moment that Cortnee Vine scored the winner against […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Spikes Asia has revealed its 2024 Jury line-up today. The 93 industry experts from across 18 markets represent APAC’s leading talent from a diverse range of disciplines. 2024 sees the highest representation from brands, including Budweiser, Procter & Gamble, Unilever and, for the first time, Adidas, AXA Asia, Burger King, FWD Insurance, PepsiCo, Suntory and […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]
Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]