Life has changed for the digital marketer – and that’s an understatement. Having had a front-row view into the social and digital revolution in marketing over the last two decades, I can truly empathize with all that’s expected of every digital marketer today. Also how hard it is to handle multiple ad platforms.
12 years ago, life was simple. You had Google Ads and Facebook Ads. And most advertising discussions stalled at these two. Being a digital marketer was easy. You knew your stuff in search and social, and you were the go-to expert for all things digital.
But the last decade has made it difficult to master digital marketing
In the last 10 years, digital marketing has multiplied in scale and complexity.
Consider this: Tens of walled garden platforms like Google, Bing, Facebook and its Meta peers, Twitter, LinkedIn, Snapchat, TikTok, Amazon, Pinterest, Reddit, Quora – phew, I could go on but let’s take a breather.
Add programmatic platforms to this: You have DV360. You have Xandr and Mediamath. TheTradeDesk is a popular name. Amobee. Yahoo DSP. Zemanta. Now, let’s think Data Management Platforms (DMPs): Liveramp, Lotame, Digiseg and more. Mobile Measurement Platforms – Adjust, Appsflyer, Branch and we haven’t even started. Analytics platforms? Google Analytics, Adobe… The list is truly endless.
The number of ad platforms and adtech-related platforms has multiplied manifold. More niche solutions keep entering the ecosystem every year. You have multiple players across ad activation, ad analysis, and ad optimization.
While these products collectively create an impact in making digital advertising accountable, the complexity creates deep siloes within digital teams. A single digital marketer can no longer have a unified view or even profoundly understand every digital ad platform. And yet, a single digital marketer is expected to be a search, social, native, programmatic and analytics expert – often, all at once.
Digital teams may be growing at breakneck speed to manage the sheer volume of digital ads, but there is little coordination between teams. As a result, visibility across each other’s work streams is minimal. And the inefficiencies in operationalizing digital campaigns seem to keep growing. So while, on the one hand, we have excellent tools to optimize our ads and ad spends, the overall effectiveness is going down because of the adtech ecosystem’s growing complexity.
How can every digital marketer hold on to their expert tag in times like these?
Unification and automation are the only way forward for digital marketing experts
Our customers across brands and sectors are working towards unifying their data sets throughout their adtech and martech stacks. But there’s still a gap in getting a unified, real-time view of digital media spends. In addition, activation, reporting, and optimization efforts often still elude marketers, who are held back by the complexity and unprecedented growth of their tech stacks.
But there is a solution. Being the master of digital marketing is now a 3-step process. Let me elaborate:
Step 1: Aggregate and harmonize
Digital marketers must aggregate and harmonize across the diverse digital ad platforms they use today. With APIs available, it is now possible to do this across both activation and reporting.
Step 2: Automate analysis
Digital marketers need to automate all reporting harmonization and visualization to reduce manual compilation of any kind. This leaves their entire team with the bandwidth to focus on campaign performance evaluation.
Step 3: Leverage AI-enabled data and insights
CMOs need to restructure workstreams to bring data science, machine learning, and AI capabilities to their digital marketing teams. Initially, this would serve to automate repetitive tasks with context. Later, it will help automate KPI tracking and even decision-making to take real-time decisions on campaigns. Eventually, these insights will help you achieve the elusive “single customer view” for improved targeting and ROAS.
Sounds like even more work? Let ReBid get you there.
I hear you! The 3-step process does sound challenging. But if digital marketers are keen on future-proofing their campaigns and media plans, they have no choice but to get started with it.
But you don’t have to go it alone. ReBid Buy is an automated media buying platform aggregating and harmonizing all your digital advertising data in real time. It gives you access to real-time automated reporting and KPI dashboards. Eventually, ReBid Buy optimizes your media spends and campaigns on the fly.
Use ReBid’s proprietary AI-based recommendations and predictive analytics to improve campaigns, automate tasks, and save a staggering 40% on overall advertising costs.