Is your brand agile enough in the world of digital marketing?

I found a posting that talks about an importance of ‘in-moment’ marketing in the digital world nowadays rather than the simple concept of channel-based marketing. It also shares a best practice from  a recent campaign for beauty brand Luxola. I think Luxola's campaign was very brilliant and innovative digital campaign. 

See the original post below or http://www.marketing-interactive.com/events/is-your-brand-agile-enough-in-the-world-of-digital-marketing/ 

Is your brand agile enough in the world of digital marketing?

Digital marketing has become a test of agility for brands.

What does that mean in a practical way? Brands should be able to easily engage with high-value audiences by delivering relevant ads across search, social, mobile and display platforms. Everyday there are millions of data signals on the web that enable brands to fine-tune and target their digital marketing to the best possible audience.

It’s time to evolve beyond the concept of channel-based marketing into ‘in-moment’ marketing.  In each potential interaction with a customer or prospect there are many parallel signals available to a marketer to decide whether to engage, and if so, using what ad for a certain price. Brands need a responsive digital marketing solution that can intelligently respond to the varied and complex ways that customers interact with their products, services and offerings.

Today’s customer journey is infinitely varied and complex. But it feels easy, even intuitive. Customers navigate from point A to point Z in seconds, by clicking, tapping and swiping. Marketers want to be relevant, engaging, and increase the opportunity to secure a purchase in these moments, and yet, cannot move as freely.

They are often held back by their ability to scale their spend across the web and by the challenge of moving to a dynamic audience targeting program. The key is to automate, optimise, and recalibrate marketing investments to maximise opportunity and performance.

In a recent campaign for beauty brand Luxola, the Kenshoo team in Singapore was faced with the challenge of developing a digital marketing model that would spur online growth. The main focus was to overhaul its digital program to drive more e-commerce sales.

Luxola wanted to intelligently automate and adjust bids and budgets throughout the day to optimise conversions. It stripped away all existing manual elements of its digital marketing operations, enabling the brand to focus on maximising its revenue and return on investment.

On the Facebook advertising side, Luxola deployed the Kenshoo Infinity Suite to leverage cross-channel insights and improve its social ads targeting.  Luxola was also able to create personalised ads for consumers who had added products to their shopping cart but hadn’t completed the purchase. By re-targeting that audience with a 20% discount voucher, the brand was able to drive more purchases.

The social advertising program resulted in a 27% decrease in acquisition costs per checkout and a 52% rise on ROI in the six months of the campaign.

Luxola also transformed its search marketing by implementing Kenshoo’s Scheduled Actions, enabling it to launch search ads at a particular time, customise its bid strategies, and focus on meeting specific campaign goals. It succeeded in increasing click-through rates by 100%, lowering its cost-per-click by 5%, and increasing its ROI by 30%.

This is the new age of digital marketing, and automation and algorithms are driving that change.  In addition, new publishers and advertising formats are emerging every quarter, and the existing platforms are providing more solutions aimed at making it easier to navigate the digital world.

The latest platform for marketers is Instagram. The photo-sharing site is quickly proving to be one of the best mobile platforms to reach consumers and drive conversions, making it the platform to watch next year in Southeast Asia.

Those brands that move swiftly and show agility in their marketing  to capitalise on this opportunity and others that will likely emerge will secure an advantage over their competitors.