The exchange4media flagship property the exchange4media conclave with its umbrella theme of ‘Making Technology work for Marketing’ focuses on addressing challenges and opportunities that exist in designing an effective marketing technology ecosystem that enables conducive growth prospects in the industry at large. It will be held on 8th October in Mumbai.
This year the keynote speaker is WPP chief Sir Martin Sorrell. Other speakers include, Saugata Gupta, Managing Director and CEO of Marico and Mike Amour, President, SMG APAC.
The theme of the Conclave ‘Making Technology Work For Marketing’ is created to initiate conversation around the critical parameters that define marketing technology today and to define a set of standardised best practices that benefit stakeholders.
While marketers have steadily progressed to opening up to programmatic buying, ad formats besides display such as digital video and sponsored content, and ad exchanges. Given that ad tech and martech if adopted and managed well, can transform marketing on all mediums, no company trying to keep up with the changing tides can turn a blind eye to it. Even traditional mediums like TV, Print and Outdoor can no longer afford to ignore the all encompassing influence of marketing technology.
Having said that marketing technology comes with its own
challenges. While companies are warming up to programmatic ecosystem, customising it for individual targeting poses a challenge. Using DCO (Dynamic Creative Optimisation) which helps in developing different versions of an ad and testing which works better is one capable solution. Ad fraud and viewability are challenges marketers will have to tackle.
Multi-channel marketing has already given way to omni-channel marketing automation however, mobile conversions are being focused on.
Consolidation and acquisition of ad tech companies has hit the industry like a tidal wave and is likely to continue.
Mobile ad spends in India are expected to reach Rs 720 crore in 2015. Mobile-savvy marketers will be at a vantage point with the right implementation of contextual targeting and in-app marketing.
To measure and reach mobile-first audiences that consumes almost all content on media, will become essential. As predicted by Gartner, CMOs will spend more on technology by 2017 than CIOs.
Agencies on the other hand have been made to incorporate data analytics into creative and social media campaigns, from conceptualisation to end measurability. Data engineering and data hygiene, in order to arrive at insightful results will remain crucial.
Even as marketers warm up to martech and adtech, the marketing technology ecosystem faces several challenges that makes easy adoption difficult. exchange4media Conclave will address these challenges with this year’s theme ‘Making Technology Work For Marketing’ on 8th October in Mumbai.