As the advertising landscape continues to evolve and fragment at breakneck speed, marketers are realizing that consumers are no longer satisfied with the status quo. Younger generations, in particular, are expecting a more contextually personalized, experience-driven online experience. Advertisers are realizing that creating a seamless, personalized customer journey is essential for any digital marketing strategy. In turn, brands and agencies need to deliver compelling content and cross-channel initiatives to attract and retain their desired audiences.
…and the complexity of today’s marketing continues to soar.
In a world where consumers switch effortlessly between web and mobile channels and between physical and digital outlets, the levels of fragmentation and complexity are proving to be a massive obstacle for marketers, impeding true cross-channel success. And it’s only intensifying.
With the dramatic rise in connected TV adoption, the increasing influence and relevance of TikTok, the resurgence of Pinterest, a sprawling landscape of new streaming content platforms, the world of digital media is growing ever-more complex—and it’s making the job of implementing streamlined approaches across channels even harder for advertisers because everything is fragmented and disconnected.
What’s the solution?
In short, advertising automation. Automated campaign execution is ultimately an allencompassing concept covering a number of different areas. Every advertising activity has an end goal—from increasing brand awareness and lifting social engagement, to expanding lead generation and driving sales, and everything in between. Through various means, automation can help advertisers achieve those goals in the most efficient way possible.
It’s clear that all brands (of all sizes) executing a digital-first or direct-to-consumer strategy must move beyond a blanket targeting approach and, instead, create content that caters to their audience’s unique experiences and deliver it on their
preferred channel—be that Facebook, Instagram, TikTok, Amazon, Hulu, Spotify, Pandora, or elsewhere.
It’s a very pivotal moment in the advertising industry as companies answer the call to create the best systems and processes for this automation. The technology to create a holistic, automated system is there but the systems available today fall short of the need. The good news is that it’s likely we won’t have too much longer to wait.