194 The Best Digital Marketing Campaigns in the World
seen in this book how some campaigns have achieved digital marketing
success for a relatively small budget.Years ago it may have been OK to drop a few dollars on some flashy banners,
but in this increasingly competitive environment we believe advertisers need
to go the extra mile. Moreover, advertisers should be ensuring their media
advisers are completely up to speed with the massively shifting audiences
online and what is generating buzz and social adoption.Why? Because like the speed of the expanding universe, the places in which
we advertise are accelerating too. The media department of the future will be
completely foreign to anything we know today. The emphasis will be on anal-
ysis, clients will access real-time reports on where their target audience is
located and we don’t mean just geographical location.Advertisers will choose to follow their audience as they move from place to
place – the shower radio in the morning, the drive to work, the download of
apps, playing of games, shopping in the high street, landing at Heathrow –
ubiquitous, intelligent and controllable messaging. Advertisers will understand
the shift in behaviour, the increasing sense of fickleness between media – old
social media sites being cast aside in favour of the latest new thing. Media
brands that come and go, that can reinvent themselves on an ongoing basis;
imagine media with no name – that is our destination, that is our future.The level of control the consumer will display in the future makes today’s
challenges look easy. However, several ingredients and investment therein
will ensure advertisers are in a stronger position to cope and compete.Data
Advertisers and media need to understand the power of data. If ‘creative’ is
the glue that binds everything together, data is the justification. It’s the stuff
that gets your chief financial officer to sign off a bigger budget than they are
comfortable with because you have the data and therefore the power to back
it up. Understand your audience, but being able to measure this with reliable,
meaningful and accurate data – that will be an investment worth your while.