Digital Marketing 3.0 – The Golden Age of Advertising

Cameron Bryant.

Cameron Bryant is co-founder and partner of independent digital marketing agency Sparro, which manages over $120 million in advertising spend on behalf of over 80 clients.

The future of digital marketing is bright – it’s creative, progressive and above all, customer-focused. As we say goodbye to cookies and evolve beyond last-click attribution, digital marketing as we know it takes on a whole new shape.

Will this see the end of personalized and targeted marketing? Absolutely not.

Will it mark a new wave of revived creativity that works harder and smarter to build longer-lasting relationships with customers? You bet.

A new era for digital marketers
We are entering a new era of digital marketing. The diminishing reliance on cookies and the rise of data cleanrooms provide new opportunities for marketers to redefine how we use data and, more importantly, how we interact with customers to create meaningful experiences that have an impact.

While the concept of data cleanrooms (distributed data environments where Google, Facebook, and Amazon share aggregate data rather than customer-level data) is not new, the changes will see more innovation and collaboration on how brands can make sense of data. in a customer-centric way.

It also means that customers will need to own their first-party data more, rather than relying on platform-specific information. As more brands invest in their own data capacity, we will see even more collaboration between internal data teams and partner agencies.

The ripple effect of this will reduce reliance on platforms, requiring digital marketers to have a deeper understanding of core audiences and their needs, customers’ strategic business priorities, and marketing theory and principles. traditional marketing.

While this level of business acumen should be a standard prerequisite for a digital agency, the sad reality is that the industry as a whole has been resting on its laurels for far too long. Many digital marketing agencies rely solely on a ROAS they see on Facebook or Google, rather than taking a strategic view of what really impacts the business and how customers interact with it. A brand.

That’s not to say there aren’t a lot of exceptional digital marketing agencies breaking that mold. These agencies are constantly looking to the future, to what is to come, to what could be improved. These organizations have invested in their staff and prioritized the development of training. These are the agencies that will come out on top and shape the new digital era, while others struggle to stay relevant.

Performance Driven Creation
Increased consumer expectations, changing media habits and changes in data privacy are all driving demand for a new wave of creativity, which requires more collaboration between .digitals and creatives.
Never before have brands needed so much to say something, to stand up for something – to be an active force for good in the lives of customers. Not only does this allow brands to connect and engage with consumers in real time, but it also has real business benefits. Research from Twitter reveals that brands that support social issues have the most impact in influencing the purchasing decisions of Australian consumers.
However, creating brand resonance in a privacy-first world is no easy task – especially when the pressure to hit the mark and truly understand and reflect an audience’s needs is at its highest.
Now is the time to choose long-term brand building and customer loyalty over short-sighted tactics.
But you can’t take a long-term strategic view without information.
Unfortunately, creative agencies are often limited in their ability to see and influence the media performance of their work, which means inefficiencies are the norm. You can have the best creative or the best media, but neither can work in isolation; and If either is ineffective, you’re going to see a poorly performing campaign. But as more and more marketers combine creativity and performance, a new creative process will drive greater efficiency, innovation, and growth.
So what does all of this mean for brands and the industry in general?
Accelerating live shopping trends through platforms such as Instagram, TikTok, and Pinterest TV are driving demand for smart creatives that are smaller in scale, hyper-agile, and respond to real-time audience needs.
While there is always a market for large-scale creative concepts, creative inefficiencies are a big deal and the process is ripe for disruption.
This will see greater collaboration between creative and performance agencies – transforming the way creative and digital media teams work together for the better; drive results more aligned with business outcomes, not just numerical metrics.