Steven Wastie, VP of Marketing (pictured left) at Origami Logic, offers insights into the issues and attitudes that digital advertising and marketing will face in the new year.
1. Marketing performance data will no longer be trusted.
In 2016, the quality of the data used to determine the performance of marketing activities came under scrutiny, as media transparency issues became known and Facebook admitted to a series of metrics mistakes. In 2017, brands will need to take a “Zero Trust” approach to the performance they see and verify everything on their own.
The digital video marketing ecosystem is going through a significant transformation, as brands put significant investments on publishing video ads on social channels like Facebook, Instagram, Snapchat and Twitter, and particularly on mobile devices. Managing the execution and measurement of video marketing campaigns on a variety of platforms raises a number of challenges. In 2017, the industry will need to adopt new ways to standardize video measurement beyond the traditional approach born in the 30-second TV spot era.
3. Attribution will no longer be a shiny object.
Organizations are starting to realize that attribution solutions are not easy to implement and many have even questioned whether accurate attribution can ever be attained. In 2017, organizations will realize that attribution is only a part of the problem and will place the implementation of attribution solutions within the context of a broader marketing measurement framework.
4. Artificial intelligence and machine usage will proliferate for marketing performance measurement.
Artificial intelligence (AI) and machine learning (ML) have already had an impact in different areas of marketing technology, like for programmatic media buys and e-commerce personalization recommendations. In 2017, AI and ML will play an increasing role in marketing performance measurement to help process all of the marketing signals received by brands on a daily basis so insights and recommendations can automatically be delivered to marketers.
5. Mobile and IoT will take the volume of marketing signals to a new level.
As marketers use more and more services to execute their campaigns, the volume of marketing signals they receive on a daily basis has increased dramatically. In 2017, the dramatic increase will continue as mobile devices become the predominant target of marketing campaigns and as IoT devices in homes and in cars become further adopted. The volume of marketing signals will force organizations to take a close look at the infrastructure they use for marketing performance measurement.