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GLOBAL 2016: Gaining consumer attention, in period of pervasive media, demands new tactics

Find solutions in big data and the right digital channels

 
by Patrick Xu
CEO China
GroupM
Patrick.Xu@groupm.com
 
Most leading brands are aware of the brass ring in the rapidly developing "digital age" but few of them know how to grab the potential opportunities.
 
Brand marketers sense that they may be missing a “bigger opportunity,” as advertising on TV continues to play a prominent role due to lack of precision marketing in mobile and social media channels. With fewer rules and restrictions, digital channels give marketers tremendous reach and precision to engage their customers in real time, and it is all completely “trackable.”
 
With consumers spending up to 70 percent of their time on mobile devices, it seems obvious that mobile is the new domain of all marketers. And though the benefits of transforming digitally may come with a cost – disruption to the culture of your organization – one thing for sure, your marketing team must transform or die.
 
However, conventional wisdom about traditional media no longer applies. Pervasive computing is leading us to pervasive media. With consumers constantly inundated with information, your advertising message has lost its meaning. How to catch the digital wave?
 

1. Go big on big data or go home.
Invest in the right analytics. In modern digital marketing, in-depth consumer insights are even more important than ever before and the backbone to your marketing. The latest big data predictive analytics provide the power to get valuable insights on your customers; know their media consumption habits, the content they consume, their product preferences and motivations. These kinds of data are crucial for predicting consumer behavior, and, in turn they allow companies to feed customers the right content in the right channels all in real time. The mantra of GroupM and WPP on big data is that we should be able to apply “all the data, to all the inventory, all the time and in real time.”
 

2. Be in the right channels.
The prevalence of mobile and social forces means marketing opportunities can emerge at almost any moment. Digital marketers need to adopt a “moment mindset” – predicting, identifying and utilizing every moment to draw consumer interest and entice purchase. As an example, mobile payment is a key enabler in China’s rapidly growing online-to-offline business, where start-ups use apps, email, and other digital tools to entice shoppers to buy from physical stores or to purchase real-world services.
 

3. Make a visual impression.
In a world of overwhelming media channels, each offering endless information, the audience’s attention span has been reduced to as little as eight seconds. Visual marketing has become an important differentiator to capture attention and arouse interest. As an example, brands are increasingly adding emojicons into their brand marketing to attract the youth audience. A growing number of brands are using animated GIF images or animation elements to communicate. To this end, marketers should make sure their online campaigns are enriched with adequate visual appeal.
 

4. Use the newest technologies.
New technologies continue to enhance consumer experience. They will play a pivotal role in enabling the power of digital marketing. Brands now have an arsenal of established technologies under their belts, including Virtual Reality, Augmented Reality, 360° panorama video and indoor navigator. The emergence of the Internet of Things, in which sensor-linked objects, actions and capacities are tethered to a network, and where data communication will become part of everyday devices, offers an intriguing tool for digital marketers to collect and analyze data and reach customers. 

The Store WPP’s IoT Innovation Kit enables agencies and brands to get the most out of the available IoT technology to create unique retail and shopper experiences. To find out more, go to: www.internetofthingsage.com/iot-kit