Audiences now connect to the resources and content they love from any number of screens and places, beyond the reach of traditional tactics. Marketers, agencies, tech and media need to rethink how they target, reach, and even talk with their customers.
They need to build deeper profiles of devices, preferences and habits for people, not demos.
They need to leverage highly automated media buying and targeting technologies to reach these customers on the screen, at the right time and with the relevant, personalized message.
They need smarter algorithms and tech that will anticipate customer needs, adapt and learn in real time, and streamline internal operations.
They will need new combinations of addressable media that reach specific customers on desktops, mobile, traditional and new TV, and beyond the screens to car and voice channels.
This year OMMA@Advertising Week breaks down this future of People-Based Marketing into its four major elements: data profiling, programmatic platforms, AI and machine learning tech, cross-channel media. From finding people, to leveraging automation and AI to reaching consumers with more relevant brand stories, we gather experts from each stage of the emerging people-based marketing economy for a first-of-its-kind encounter with marketing’s future.
Reaching the right person at the right time and place with the right message requires automated systems in targeting, buying and creative execution. As brands build up their cross channel profiles of their best and prospective customers, how is the technology and media making it possible to reach that audience on every imaginable device? People-based approaches not only target individual users but respect where they are, what they have already seen, what story best suits their needs in a given time and place and on a given screen. Better, more relevant creative is at least as important now as targeting. Are the programmatic systems accurate, accountable and creative enough for the job of people-based marketing?
People-based marketing is only as good as the depth and breadth of the data fueling it. The Data Forum explores how marketers and their agencies are assembling source of truth systems that allow the brand to be ready for their customer needs no matter where they are. How are companies reorganizing around data-centric, customer=first approaches? How are their analytics, attribution and media systems learning to work together to better understand what the customer will need and want in real time?
Responding to and learning from intent signals across devices and platforms (in real time, no less) is not for mere mortals. We are going to need a smarter machine,,,not just a bigger one. The AI Forum opens the conversation with the intelligent, teachable machines that will have to do the heavy lifting: dynamic content creation, conversational marketing, media buying and customer support. We will explore the many human-like faces of AI as it works its way throughout the marketing chain of people-based approaches.
If content really is king, then the future may belong to influencers, the 3 percent or so of social media users who move 90 percent of the conversation on Facebook, Instagram, Twitter, Snapchat, et al. But just how much product do they move? While 1 in 2 marketers planned to up their influencer spending in 2017, the question of how to evaluate these partnerships still hangs over the entire category. Nevertheless, brands continue to throw money at influencers—and sometimes without clear goals or metrics for success. Influencer networks, meanwhile, are collecting data and building platforms to try to help marketers solve the ROI puzzle. What aspects of influencer marketing can be amplified by technology, and how are third parties moving the needle for some brands?