In the hyper-paced world of digital marketing and analytics, marketers are often hard-pressed to keep up with the constantly changing news of the day. Between planning, executing and optimizing campaigns, who has time to dig through all the news to find relevant industry updates?
Recognizing that this is an issue for many of our clients, we cut through the noise and deliver updates on the most impactful trends in digital marketing and analytics. We’ve decided to open these insights up to everyone by publishing a weekly roundup of the most important news.
Here’s what our team of digital marketing and analytics experts is keeping track of this week.
The complicated and intricate nature of internet advertising has provided many alcoves for those committing ad fraud and other malfeasance to hide. That’s why ad spend transparency has long been a top request of advertisers. While many attempts have been made to address this and overall transparency has increased, there is still no ultimate solution. JICWEBS, the UK’s digital ad standards organization, announced in May that it was creating a blockchain-based solution to ad transparency. Although there was some initial skepticism, major companies such as Nestlé and McDonalds are now trying out the technology, indicating that this could be a major advance.
Takeaway: There will likely never be one solution to keep tabs on everything that could go wrong with digital ad spend. Instead, it’s best to take an approach that uses tested methods of monitoring along with new approaches, such as JICWEBS’ blockchain solution.
At W2O, we’ve long been proponents of Customer Data Platforms (CDPs). We often advise clients on how to get the most out of marketing and analytics tech, and CDPs are top among these platforms. Over the past few months, it has been clear that the rest of the industry is taking note and making bets on which CDP will be the next big blue-chip player. That’s why major investors including Goldman Sachs just invested $50 million in Amperity, a leading CDP, in order to get a foothold in this expanding market.
Takeaway: CDPs are a valuable platform to any marketing stack. However, there is a lot of hype in different areas of the market that doesn’t necessarily translate to better marketing or measurement quite yet. It’s important to make sure your CDP fits with your existing tech and data before investing.
Competition among big tech is fierce whether in consumer applications or enterprise software. That’s why it’s always encouraging to see an announcement like this one in which two of tech’s biggest players, Microsoft and Adobe, have decided to make every IT expert’s life a little easier. Now, Adobe’s Experience Manager will have an easier time integrating with Microsoft’s cloud platform, Azure, as well as Dynamics 365.
Takeaway: Many times, we find that companies are looking for a big tech player to offer an all-in-one solution to their tech needs. This solution would be ideal, but a best-of-breed approach almost always works better. This creates the need for cross-platform integrations like these.
Watch this space weekly as we’ll continue to keep you updated on digital marketing and analytics trends.
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