Effective digital marketing- "target the right person
in the right place at the right time" is a powerful capability. However
between advertiser and publisher, there are countless number of choices and
flexibility relate to timing, placement and format of digital ads which
translate into inefficient digital-marketing operation. Consequently agencies
are wasting time and resource on tasks that don’t add value to the advertiser.
With innovation in advertising, I believe that the
complexity in the ad value chain can be streamlined. The problem lies in advertising
solutions are fragmented with heterogeneous processes; it is hard to have an end
to end solution. However according to BCG study using the lean method
methodology on 24 digital campaigns across 15 European advertising campaigns,
after a comprehensive assessment involving integrated tool process, the campaign
has realized time saving of up to 33% in the campaign operation. The study identified
inefficient processes and time intensive operation such as manual data entry/re-entry.
Luckily these inefficiencies can be quickly rectified through unified data
source, which, eliminated to reconcile, consolidate and transfer data from
multiple sources. Time saved can be used towards value add tasks. In addition, a
unified platform replaces many temporary workarounds which address specific
issues which are not sustainable as technology evolves.
In short, as digital advertising continue to evolve, advertisers will demand a quicker ROI. An effective
branding campaign meeting quantifiable goals will be given. Furthermore, eliminate
inefficiencies are insufficient, sustained advantage will come from ongoing
efforts to improve processes and structure that leverage latest innovation such as resource freed up from enhance efficiency to focus on campaign performance and deeper insight. This will not be an overnight
transformation but an incremental and iterative process.
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