CMO.com Highlights: Display Advertising Challenges & Digital Adaptation
Last week’s CMO.com focus was on display advertising and the constant need for businesses to adapt their marketing strategies as the economy and consumer content engagement becomes more digitized. A common theme that arises out of last week’s exclusive engagements is the need to adapt digital marketing to a company’s specific consumer base. Page Fair and Adobe’s Ad Blocking Report 2015 demonstrates the severity of display advertising challenges in Europe.
The week began with contributing writer Sean Hargrave discussing the challenges digital marketers face with ad blocking. Because one in seven British Internet users is blocking ads, digital marketers have to find more creative ways to get their adverts in front of users. This means finding advertising methods that users can’t ignore. Many digital marketers are turning to a more native approach. They’re also realizing that some of their best opportunities to reach users are through organic and promoted social media posts. Of course, improved content could slow down the rate at which people are choosing to use ad blockers, and brand marketers and agencies working together to produce better content is a positive side effect of people choosing to use ad blockers.
Another CMO.com contributing writer, Michael Nutley, interviewed John Bernard, the Global Marketing Director of Firefox OS, to discuss Bernard’s role in marketing Firefox OS. Bernard was named UK Marketer of the Year in 2013. Firefox OS is an operating system that is geared toward feature-phone and smartphone users, and Bernard speaks about how Firefox is trying to replicate the success they’ve had on the desktop. A strategy that sets Mozilla apart is the conversational nature of their marketing. With their social media arm, Mozilla not only tells users where to buy their devices, they engage the users on helpful reasons why to buy a device and give tips on how to use Firefox OS. Bernard believes marketers need to find consumers where they’re at, and that means embracing digital marketing strategies.
Joline McGoldrick, the VP Insights and Analytics for Millward Brown Digital, offers insights into native advertising and the challenges marketers face on a global level. Though there are certain risks marketers face in implementing native ads globally, such as the perceptions consumers have of native ads across regions, McGoldrick gives some impressive data to show that the benefits of native ads outweigh the risks. The key to successful native advertising is to adapt native ads to local audiences and platforms.
The week closed out with contributing writer Leonie Roderick and Klaus Sommer Paulsen,
CEO & Founder of Adventurelab and Co-Founding Partner of CNA | SOPHIS. Roderick presents a three-part video series of Sven Kruger, VP of Brand Communications of T‑Systems, a German global IT services and consulting company. Kruger outlines how T‑Systems adapts to rapid digitalisation and relies heavily on social media marketing because it provides helpful customer feedback. After suggesting a closer relationship between CIOs and CMOs, and a possible third role for a Chief Digital Officer, Kruger talks about why he believes it’s an exciting time to be a digital marketer, despite the many challenges the market has to offer. Paulsen offers a sobering reminder that business is about people, personal branding and personal engagement that are needed to build and strengthen customer loyalty to a brand. The internal challenge of establishing a personal brand and choosing the person to represent it within the corporation is a discussion not to be missed. Infectious passion and motivation are the key personal character traits along with a humility that says. “it’s not about me, it’s about the company” that needs to be broadcast among the personal branding team.
We invite you to read our exclusive engagements on CMO.com and learn more about the marketing strategies of some of the most advanced digital marketers in the European region. Feel free to connect with us let us know what you think.