2014 edition pulls together key global thought leadership essays
MEC, a leading media agency, released its fourth edition of Review Preview (RP No.4). This collection of global essays recaps the most significant takeaways and innovations from the past year, and sets the trends for 2014 and beyond, distilling for marketers the impact on the evolving marketing landscape.
The contributions, written by some of MEC`s most senior staff from across its international network, offer a truly global perspective on the industry. Key trends include :
1. The second age of digital advertising from ugly duckling to graceful swan: The first waves of digital advertising left a lot to be desired in aesthetics, but with the growth of touchscreen devices, ubiquitous fast connections in many countries, and the evolution of digital design, we`re at the beginning of the next age of digital advertising.
2. Mind the gap: As the importance of accountability and ROI has risen, so has the desire to close the gap between digital marketing and physical retail` sales. Various technology and media companies are working on fine-tuning techniques to be able to assign foot traffic and sales to digital marketing exposure, with mobile technology and data analysis at the heart of it.
3. TV has never been better: Not only are we able to watch more great content on more platforms and with more control, but the quality, breadth and depth of TV content is better than ever.
4. Brands are built by links and tweets: Brands need to recognise the importance of storytelling, in both long and short form. This brings consumers in on an emotional level, while simultaneously living in the diverse places and spaces where they are experiencing new content, provoking them to want more and to dig deeper.
5. The era of open source marketing: One of the lasting impacts of digital technology is how it has allowed for disruption and disintermediation in so many industries, and the same has become true in the marketing and advertising industry, with the ability to not only access media inventory directly through tech platforms, but also to build on top of what others have built and use it to your advantage.
6. Data and marketing growing up and finding its place in the world: Data has come a long way this year, as have the ways brands have gone about protecting consumer data. The result is improved ways of protecting data, as well as improvement around brand understanding on how to best leverage specific data streams to guide both the creative and strategic process.
7. Programmatic media buying an approach for all seasons: As technology has improved, and the industry`s use of it becomes more sophisticated, many believe that programmatic media buying can and will be applied to more and more sources of media and for a wider range of objectives all helping get the right message to the right person, at the right time and at the right cost.
8. From connected devices to connected living: As the notion of wearable technology becomes increasingly commonplace, people are turning towards the notion of connected living, moving beyond their smartphones towards a variety of lifestyle devices and technologies that leverage the power of digital connectivity to help them live the best life possible.
Chief Digital Officer Carl Fremont: This year`s articles from our fantastic global network of senior leaders provide a comprehensive overview of marketing trends. The themes emerging from the essays confirm that we have entered the digital age of advertising where technological solutions are at the heart of marketing strategies as connecters and drivers between marketing and products. We need to explore the possibilities offered by software and hardware codes and applications which are open to anyone to build upon, enabling us to create, enhance and distribute brands` experiences. Today`s marketers and their agencies need to think and behave more like software developers than advertisers. This is what we call Open Source Marketing.